New technology and changing times lead to new ways of doing things, hence the cliché: “Out with the old, in with the new.” While this message seems appropriate for New Year’s, in the advertising world, that cliché tells only a portion of the story. The big picture is that every generation is influenced differently and these influences impact their buying decisions.
Welcome to generational marketing. Research and efforts to understand each generation are the key to effectively reaching the various generations, which range from the Greatest Generation to Baby Boomers to Generation Z.
Once we have identified which mediums reach which generations, we must then create messages tailored to appeal to each generation’s interests, needs and world view. It’s essential that each set of messages resonate with the targeted generation.
To maximize the ROI of our media choices, we must develop a blended marketing strategy for each generation that integrates the best of the “old” or traditional media with the allure of the “new” or digital media.
Watch my commentary on generational marketing below: