Digital marketing has evolved to adapt to the way today's society consumes information. Each generation has its own buying habits and preferences when it comes to using one platform or another.

Read on to learn more about generational marketing!

What is generational marketing?

Generational marketing is marketing that segments the target audience by age. That is, it targets a group of people born in a similar time period, so they are of a similar age and have experienced the same events, trends and developments.

This type of marketing allows the brand to focus all its efforts on capturing the attention of a very specific group.

Generational marketing target groups

Baby boomers

These are people born between 1946 and 1964. This audience still consumes advertising through television, newspapers or magazines, so it is difficult to reach them through social media and the Internet, although email marketing can be effective. This is a generation that tends to be the most loyal to brands if they are satisfied with them.

Generation X

Generation X includes people born between 1965 and 1979. Unlike the previous generation, this type of audience is more interested in new technologies and uses social networks more frequently, especially Facebook, LinkedIn and Pinterest. It is the generation that saw the transition from print to digital, as well as the first to grow up with computers.

Millennials

Millennials are those born between 1980 and 2000. They are the generation that has grown up with mobile devices and use them for everything. They can be found on almost any social network and tend to use video platforms such as YouTube or music platforms such as Spotify. Although they use technology in their daily lives, they also tend to disconnect more from it, especially from their smartphones.

Generation Z

Gen Z, or Generation Z, are those born after 2000. They use social media frequently and are characterised by being highly dependent on technology, using it for everything. This type of audience interacts with friends and family through their smartphones and, preferably, through written messages.

5 advantages of generational marketing

Each generation has its own lifestyle, interests and habits. By getting to know them, you can create much more effective marketing campaigns.

1. Segmenting Customers and Potential Customers

Generational marketing allows you to segment customers or potential customers by age, which enables you to effectively design a strategy to capture their attention. In addition to creating campaigns, you can also design a product or service that meets the needs of that specific group.

2. Deliver valuable content to your target audience

As well as launching campaigns that directly target a group and designing a product or service that meets their needs, you can create content that is relevant to them. This would involve researching topics that attract their attention and engage their interest. It is important to speak in their "language" because a 20 year old does not speak the same language as a 50 year old.

3. Improve your approach to marketing strategies

For digital marketing strategies based on generational targeting, you don't need to use intrusive methods, as you will go directly to the people who, by age, may be interested in your brand and what it offers. Taking an extra step to personalise your campaigns will help.

4. Improve the user experience

When users feel that the message is addressed to them and understand what the brand offers, they identify more with the brand. This makes interaction much more natural, resulting in a positive user experience.

5. Favour your most loyal customers

When a customer has a positive experience, they are much more likely to buy again. Acquiring new customers is much more expensive than building customer loyalty, which is why it is so important to offer a personalised customer experience.

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