In a world full of uniqueness between generations, it’s primordial for marketers and entrepreneurs to understand each generation and its differences.
Possessing the necessary data, marketers and entrepreneurs can create easily a powerful digital marketing and social media strategies. When they are up to date with information about the generation(s) they are targeting, this will reflect in the online strategies focused on reaching generational groups.
Understanding a specific generation from a marketing and social media point of view can lead to practical and valuable ideas. Thus, marketers and entrepreneurs can propose a suitable approach for that generation in order to establish a healthy and long-term relationship with it.
Marketing your product to these generations should be done in a structured and clear way because each has its own values, habits, needs & desires, and ways of thinking. Because these generations use the internet and social media in a unique manner, businesses’ duty is to find their pain points and address them in a modern and innovative style.
Definition: A generation is a segment of geographically linked populations that experienced similar social and cultural events at roughly the same time in their maturation. Members of a generation share similar beliefs, values, preferences, priorities, attitudes, expectations, and communications styles.
! Be aware of the fact that differences can exist between people and cultures falling within a generational category.
When talking about digital marketing, social media is one of the channels businesses leverage for engagement. So, knowing how each generation interacts with social media platforms is key when interested in achieving performance through your digital marketing strategy.
Once businesses understand how social media works from a generational point of view, then they can better tailor their strategies and campaigns to reach the right generation and boost their sales.
Three generations without which you cannot do social media marketing
Have a look below to find exciting findings of three well-known generations. Apply this info to your social media strategy to better connect with your potential customers in the online marketplace.
These generations are Baby Boomers (born between 1946 to 1964), Generation X (1965 – 1981) and Millennials (1982 – 1998).
According to Forbes, roughly 82% of baby boomers have at least one social media account and spend nearly two hours per day on social media. On top of that, 95% of the Gen X population is on Facebook.
Millennials use social media sites and most of them have Facebook accounts, but only half of Millennials use Facebook regularly, recent studies revealed.
Well, let’s highlight what are the particularities of each of these three generations in order to develop a results-oriented social media strategy:
1. Baby boomers
Baby boomers generation is used to have face-to-face interactions and it expects excellent customer service on social media platforms. This generation doesn’t have the patience to search through the content online and find what they need.
That’s why it’s important to be prepared for baby boomers at all times. As an entrepreneur, pay attention to how quickly you reply to their inquiries.
This demographic prefers Facebook and LinkedIn over Instagram and Snapchat. The platform baby boomers enjoy seeing ads targeted to them is Facebook. But there are a few conditions that an ad must meet in order to attract baby boomers attention: transparent and straightforward ad with optimized titles.
They are the type of generation that doesn’t like to be fooled by the campaigns targeted to them but to be addressed directly. Cheating maneuvers are not effective for this generation.
“Great companies are not based on great strategies. Great companies that are enduring and sustainable are based on great people who have like-minded values and are all pointed in the right direction.” -Howard Schultz, CEO, Starbucks
2. Generation X
Generation X has the highest buying power of any generation. Companies target this generation when marketing their B2B products because they are tech-savvy being the new decision-makers.
Gen Xers prefer social media platforms more than baby boomers do, their top choice is Facebook and Instagram the second. They are the most loyal generation with higher rates of brand loyalty in existence and for this reason, companies love them.
When it comes to Facebook advertising, they respond pretty well, and also to discount offers and ‘thank you’ emails.
Another aspect that determines them to take action towards your brand is online reviews and their frequency and recency. For them is essential to make online research about your business before they choose your products and make a purchase.
As an entrepreneur or marketer analyze how your target market perceives your brand and involve in building a consistent and strong reputation online. You can do this through the surveys sent to different target groups and the feedback you receive from them.
Millennials are familiarized with technology and social media sites. They are a lot more engaged on several platforms at the same time especially Instagram and Twitter than the other generations.
For entrepreneurs and marketers, it is not easy to attract their attention and turn them into customers because they are well informed and kept up to date with everything that’s new in the online industry.
Moreover, Millennials tend to ask people from the older generations for their guidance and opinions. They have a close relationship with their parents and are able to appreciate and respect older adults. For them, adults’ wisdom matters when making buying decisions.
This behavior that makes this generation unique, determines marketers to put more effort into running multiple digital campaigns on different platforms. The reason is that Millennials like change and they migrate from one network to another.
Millennials possess digital knowledge and, therefore, they require a special type of approach from marketers and entrepreneurs. Not an easy task to accomplish but if you as a marketer or entrepreneur offer Millennials direct social media interaction then be sure they will become loyal customers to your brand. A personalized treatment will always make a difference when marketing to this generation.
According to Chuck Underwood, “The bottom line of generational strategies is this: If we understand what happened to each generation during its formative years, we can then make sense of the powerhouse core values that guide that generation’s minute-by-minute, month-by-month, lifelong decision making. And when we are armed with that powerful information, we can then fully connect with each generation in the workplace, in the marketplace, in our living rooms at home, in the classrooms, and down at the corner tavern.”
In order for your product to sell, you only have to put things together and build a social media strategy that’s in line with your generational target.
We hope that these ideas about generational marketing help you better understand your target audience and the generation of which it belongs. This way, you can bring your product closer to the heart of your market by adapting your social media strategies to the new generational trends.
How do you approach generational group(s) in your social media strategy?