It can be a challenge for businesses to attract new customers. While your marketing efforts may hook them in initially, reeling them in and getting them to make a purchase is often more difficult. That challenge is often compounded when you're trying to determine how to connect with specific generations. If you want to reach segments of your audience belonging to a particular generation, there are ways to identify their particular wants and needs and market to them accordingly.
Millennials, for instance, generally prefer convenience more than other benefits. At the same time, they love to save money whenever possible. This is why a company like Uber has experienced success. They catered to that convenience and cost-effectiveness in their app, and they frequently offer discounts and referral rewards that further appeal to this audience, keeping them coming back.
To help you develop an effective generational marketing strategy, here are some things you should know about marketing to specific generations.
1. Show the Generation in Your Advertisement
Regardless of the audience you're targeting, everyone wants to relate to the ads they come across. If you want people to connect with your brand, it's often best to represent your targeted consumer generation. For example, you could include members of a particular age group as characters in scripted ads, feature them in photo shoots, or show them in testimonials sharing how your company has helped them. By accurately representing the generations you want to target, you'll be able to establish a strong connection with them more effectively.
A critical thing to remember is that you should maintain diversity in your marketing regardless of who you're targeting.
2. Don't Make Generalizations
Although many stereotypes about certain generations are often made in good humor, people may not appreciate that humor in your marketing. It's best to avoid any generalizations in your marketing while displaying a deep understanding of the generations you're targeting through your ads.
Do your research to figure out what your audiences want and what precisely appeals to them based on each generation and other demographics. Generalizations generally do nothing to help a business and often only alienate the people you're trying to connect with in your ads.
3. Know Where They Are in Their Buyer's Journey
You can also reach your audience by understanding where they’re in the buyer's journey and how to market to them at each stage. There are three main stages of the buyer's journey to consider, including:
Buyers at the awareness stage will know that they have a specific issue and want to learn more about it. They may not know which solution is right for them or even the particular nature of the problem they're facing. At this point in the buyer's journey, you can educate people about their problems and the potential solutions available to them, ultimately leading them to your resolutions.
At the consideration stage, buyers will spend their time researching the various solutions to their problems and the sources for those solutions, including your business. Your marketing at this stage should explain your offerings, especially the specific features that are unique to your products and services and the value they bring to customers.
During the final stage of the buyer's journey, the consumer will decide on the solution that's right for them. Frequently, prospects have become leads and entered your sales funnel by this point. However, it will be a matter of getting them to make a purchase. Top-notch customer service and enticing offers will be essential at this stage.
4. Have Knowledge of Their Spending Power
Every generation has varying levels of spending power. One of the biggest mistakes a business can make is to market to a generation that can't afford the company's products or services. As a result, you may turn people away and keep them out as they believe you don't understand what they're looking for or what they can afford. When gauging the kind of spending power a generation has, you can ask questions such as:
- Does the target generation have more of an expendable income? Consider what's leftover after other needs and taxes.
- Can they afford to make larger purchases? Younger college students, for example, won't be able to spend as much as middle-aged professionals.
- Are they making short-term purchases more impulsively or life-long purchases intended to help them in the long term?
- Are they buying offerings based on experiences, or are they more materialistic?
5. Invest in Their Favored Platforms and Channels
If your business runs several ads on different platforms, you need to ensure your target audience is spending time on them to avoid wasting your effort, time, and money. One of the biggest platforms to consider is social media: For example, around 44% of Gen Zers check social media every hour, considerably more than older generations.
You should also consider where your audiences watch their favorite media. Do they watch live TV, or do they prefer to use streaming services where you can implement OTT advertising campaigns? Also, find out what channels they watch and what times they watch based on their schedules. Also, discover if your audience prefers photo or video ads, which could further influence ad delivery and creative.
Make the Most of Generational Marketing and Understand Your Audience
Among other demographics, marketing to specific generations can be hugely beneficial in helping you develop hyper-targeted TV and digital marketing campaigns that yield great results. With the right generational marketing strategy behind your business, you can make sure you're reaching the right people at the right time and in the right way.