Different generations don’t think and act the same when it comes to sales decisions. Over the last several years there has been a major shift in population among generations, which has brought about a change in the consumption of goods and services. Knowing how to market to each different generation has become an important issue for business owners and managers.
Below are some tips on how to best market to the various generations.
Baby boomers (1946 – 1964)
This generation value relationships and face-to-face communication more than any of the other generations. Having someone that they can contact with any questions is important to them. Providing samples of products that they can touch and feel and interact with is another thing they like to have. They haven’t grown up with the internet like some of the other generations so they’re not as comfortable with technology and tend to stick to using reference tools, such as telephone books and catalogues, instead of searching online.
Generation Xers (1961 – 1981)
This generation is more active with technology than baby boomers, they use smartphones more often and are also active on social media. The best marketing strategy for them might be the combination of new marketing techniques and some of the more traditional ones. Approaches such as retargeting campaigns, social media advertising and the use of Google AdWords might be the best method to take to market successfully to them.
Millennials (1981 – 1997)
This generation is not a fan of phone calls or in-person meetings, they’re much more receptive and responsive to email than any other form of marketing. This form allows them to respond at a time when is most convenient to them, as they usually work on more than one project at a time. If the chance to market to them face to face does come around, avoid PowerPoint presentations, and instead go for a brief pitch.
Generation Z (1997 – Now)
This current generation is now starting to graduate high school and is even more likely to automate their lives than the millennials before them. Although not the main target market right now, they soon will be, so it is a wise idea to think about a future strategy for them.
Obviously, the age of a client isn’t the main thing to be focusing on when creating a marketing strategy, as there are many other factors to take into account as well, but it can only benefit to keep these points in mind.