You are surely familiar with complex and time-consuming target audience analyses. A good alternative to this is getting to know a target audience based on its generation. So-called cross-generational marketing is about planning and implementing campaigns with the target audience's generation in mind. People born within a specific time frame are in a similar stage of life and have been shaped by the same influences and events. This is reflected in their values, priorities, and lifestyles. It is therefore important to take a closer look at the different generations to find out which marketing strategy is promising. Below, you will learn why generational targeting is important and how you can best reach the different generations.
Why is cross-generational marketing so important?
Generational marketing offers many advantages, including the following:
- Advertising messages can be tailored to the respective generation
- Information about the generations can be used to shape campaign messaging
- Precise targeting of the generation can reduce wastage
- Gain insights into how the individual generations interact with technology
- Receive information on which devices and channels are preferred by the individual generations
- The generation's behavior can be used to deduce where they can be found online.
What characterizes the different generations?
There are significant differences between the generations, which can be attributed to various factors. They were influenced by the events in the world in which they grew up. These include the social and geopolitical climate, as well as access to certain technologies. Each generation therefore has similar life experiences that have shaped their worldview, their most important values, and their ideals. Below, we take a closer look at the individual generations and provide you with helpful marketing strategies.
Traditionalists (1922-1945)
The Traditionalists experienced the Second World War and the post-war period as children, adolescents, or young adults. In contrast to later generations, technology was not as advanced in their childhood and youth, so computers and the internet are often an unknown concept to them. Traditionalists therefore play a subordinate role in online marketing, as they prefer traditional communication channels.
Baby Boomers (1946-1964)
Baby Boomers are the first post-war generation. They experienced the subsequent economic boom and developed a mindset focused on performance and prosperity. Many of them are on the verge of retirement and thus on the threshold of a new phase of life that offers more time for hobbies and new experiences.
Marketing for Baby Boomers:
- Combination of traditional channels and online campaigns
- Custom audiences: Address users who have recently searched for information about your product category
- Dynamic retargeting: Run ads with personalized content for Baby Boomers who have visited your website
- Display ads on the desktop to strengthen brand awareness and highlight the quality of your products
- Provide a clear advertising message and direct information, as Baby Boomers are savvy shoppers who like to do research before buying
- Use an appreciative tone in the ads, as this generation values good customer service
Generation X (1965-1979)
This generation experienced major technological advances and environmental disasters (Chernobyl). As the first generation to grow up without the direct aftermath of war, they do not place work above other needs. They see work as a means to an end and strive for a better quality of life. Generation X is a unique generation because they did not entirely grow up with technology, but are still open to it.
Marketing for Generation X:
- This generation is receptive to digital advertising across all channels and devices
- Dynamic retargeting: Run personalized ads for Generation X consumers who have visited your website
- Use third-party data to better understand the households of this generation: Information about family composition and the presence of children can help to define the target audience more precisely and refine marketing approaches
- Use native ads to provide more information about products and services (Generation X likes to inform themselves before making a purchase)
- Use customer reviews in your advertising messages, as this strengthens the trust of Generation X
Generation Y / Millennials (1980-1994)
People from Generation Y are also known as Millennials. The internet and other new technologies are part of their daily lives. They have a high level of education and view work and private life as two sides of the same coin. This generation places great value on a balanced work-life balance and self-fulfillment.
Marketing for Generation Y:
- Millennials can be convinced by advertising on social media, as well as by influencer advertising and reviews
- Millennials are multi-channel shoppers
- Run cross-device ads to address Millennials on every screen
- Ads on smart TVs have potential, as this generation perceives such ads as informative and may search for more information
- With audio advertising, you can win the attention of Generation Y away from the screen
- Dynamic targeting: Deliver ads with personalized content to Millennials who have visited your website
- Provide Millennials with educational content using native ads so they can make an informed purchasing decision
Generation Z (1995-2009)
Today's teenagers and young adults will be the world's largest consumer group in about 10 years, so many companies are already gearing their marketing strategies towards this generation. Generation Z grew up with the internet and new technologies. People from this generation place great value on individuality and freedom for personal development. Furthermore, climate protection and sustainability are top priorities.
Marketing for Generation Z:
- You can reach this generation via social media, influencers, and video content
- The content should be short and concise, meaningful, aesthetic, and easy to consume (videos, images, carousel ads)
- Run ads across all devices (smartphone, tablet, desktop, and smart TV)
- Also reach the generation away from the screen with audio campaigns (radio and podcasts)
- Brand values are important to Generation Z: Convey your brand's values in a personal and relatable way
- Avoid intrusive advertising and opt for natural-looking, organic ads
Generation Alpha (from 2010)
The people of Generation Alpha are currently still children. So we will have to wait a few more years to find out what values and attitudes they will develop. Currently, Generation Alpha is very active on social media and primarily consumes video content there. Social media channels will probably be the best way to reach this generation as soon as it becomes a relevant target group for you.
Conclusion: Constantly update your marketing strategy
The norms and values of the generations evolve over time. It is therefore important to constantly keep an eye on your own marketing strategy and adapt it if necessary. As the generations get older and new technologies appear on the market, the preferred channels of the respective generations could also change. For example, before TikTok was launched in 2016, no one would have thought that this social media platform would be suitable as a marketing channel in a few years.
