Each generation has its own characteristics (ways of speaking, acting, and believing). Patricia Czech helps you to categorize them as marketing targets.
The method of marketing to a specific generation affects the way that we promote and sell products and services. We’re all a product of our generation. Because each generation has its own characteristics (ways of speaking, acting, and believing) we can categorize it as a marketing target.
The four popular generational categories on which most marketers focus are:
- Millennials or Generation 2001ers - born after 1980
- Baby Busters or Generation Xers - born between 1965 and 1980
- Baby Boomers - born between 1946 and 1964
- Mature Citizens - born between 1909 and 1945
To market effectively to a generation you must find a way to grab their attention by using a message that resonates with them.
Generationally determined lifestyles and social values exercise as much influence on buying and purchasing as do more commonly understood demographic factors, such as income, education, and gender — perhaps even more.
To succeed in generational marketing, you must know how to correlate the motivation of your consumers with their underlying values. Armed with this information, you can customize your message accordingly.
Of course, every generation will ultimately pass through the same life stages, from youth to old age. As the younger generations (Millennials and Generation 2001) find their place in society as consumers, employees, and parents, it will become increasingly important for businesses to acknowledge this soon-to-be-powerful demographic. Build brand loyalty with the younger generation now — and you can reap the results for the rest of their lives.
If you haven’t already explored generational marketing, it’s time to visit this technique.