Going viral on TikTok. This may be a vague term to you, while Generation Z is busy with this on a daily basis. When targeting a generation other than your own, it can be difficult to develop the right marketing strategy. Knowing what your target audience considers important, where to find them and how to address them can make all the difference to succeed with your marketing strategy.
Each generation responds differently to a marketing message. As a marketer, it is a shame not to do anything with this. That is why in this blog, we tell you how different generations are characterized and how you reach them.
Let’s start with the oldest generation, the Baby Boomers. This generation was born between 1945 and 1960. According to the Ruigrok NetPanel, no less than 95% of all Baby Boomers are on the Internet, 94% of whom use a laptop, and 67% a smartphone. Baby boomers like to figure things out themselves and maintain contacts via the internet. More than half of the Baby Boomers watch TV, video, and film via the internet.
This generation has made the transition to the digital age, but you can still reach them through the traditional offline marketing channels. Online brochures and YouTube customer ratings are two techniques that bridge the gap and appeal to this target audience.
Baby boomers are the least likely to read that long blog post; the articles they like best are only 300 words long. Are you targeting this generation? Take this into account when writing articles and blogs.
This generation makes the fewest purchases via their smartphone. If this target group falls within your target group, it is important to ensure that the ordering process is also as simple as possible for this group.
Working, exercising, taking the children away, and visiting friends. Generation X does it all. This busy generation was born between 1961 and 1980. They grew up without the online shopping experience, so they still enjoy a trip to the store, but we’ve also embraced online shopping.
While email marketing may seem old news, it is still the best way to communicate with Generation X. This generation is already constantly plugged into their mailbox for work and family updates, so it’s a given they will respond positively to emails about your product. According to the Ruigrok NetPanel, “the forgotten generation” on social media is mainly active on WhatsApp and Facebook.
Millennials entered the labor market when the economy crashed and as a result, are the largest generation of entrepreneurs. This generation was born between 1981 and 1999.
Millennials are changing the way goods and services are marketed by not responding to traditional marketing tactics. This generation decides where to shop based on Instagram photos, finds fun events on Facebook, and has their groceries delivered to their homes on the recommendation of a friend. Millennials love to talk and plan with their friends. A good way to address this generation indirectly is to ensure that your online reviews and customer experiences are in order.
Be active online through a blog, social media post, or making videos. Tell us what contribution your product makes or write about the sustainability of your product. Give this generation the opportunity to experience your brand. Marketing to Millennials should be an approach that shows a new perspective on a common problem or task.
Generation Z was born between 1996 and 2012. What makes this generation unique is that this is the first generation for whom all digital technology has always been there, which is why they are also called Digital Natives. Do you want to reach Generation Z? Then you’ve come to the wrong place with traditional television commercials. This generation uses streaming services such as Netflix and Videoland. With these services, they can decide for themselves what to watch and when to watch it, without annoying advertising breaks. Digital Natives are always online. They read the news via Nu.nl, they listen to music via Spotify or YouTube and they maintain social contact via WhatsApp and Snapchat. They almost always do this via their smartphone. Because this generation can be found everywhere and nowhere online, it is sometimes difficult to reach them. Therefore, focus on multiple channels if you want to reach this generation successfully.
Generation Z is a generation of do-gooders: they see how previous generations made wrong choices and want to do things differently themselves. They think intangible things are much more important than having a lot of things or a big house. The quality of life is more important than a career. They also like to be in control: they want to determine their own working hours and go on vacation when it suits them
This generation mostly absorbs information from the web and prefers videos, which is why platforms such as TikTok and Snapchat are extremely popular among this target group. Because Generation Z is constantly overflowing with information, this is also the first generation to have a kind of “filter” against unnecessary information. To reach the oldest of the Gen Z group, it is important to tell authentic stories and to be socially aware. You meet this target group online, on their phones. So make sure that the website works quickly. Is your brand worth following?
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