Digital Marketing to a Specific Age Demographic
By: Emma Borsh
The business that is marketing has become increasingly precarious at the years go on. With the boom of different media platforms, all generations can be reached at the touch of a button. So, the question has become, “How do we cater to each age group through an all-encompassing platform that is the Internet?” Well, looking into the behaviors each generation tends to follow while utilizing media, we can gauge where each age demographic can be most easily marketed to.
About Each Generation
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Many marketers tend to glance over the importance of marketing to the Baby Boomer generation because they are often stereotyped to be “out of touch” when it comes to the Internet, but I caution you! Many times this is not the case. It is also quite important to remember that this is the generations that is most likely to have the money to spend! Baby Boomers statistically spend about 2 more hours of internet time per day than Millennials or Generation Z.
Paying attention to the Baby Boomer’s online habits, we see that their social media use tends to be based around family connection through social media platforms and news coverage.
Top Media Platforms
Facebook
Twitter
Boomers value brand loyalty, so they will often return to brands that uphold their standard of quality. They react well to nostalgia and can be skeptical of online marketing. When marketing to this generation, make it a point to emphazsize legitimacy and trustworthiness.
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Generation X was among the first to experience the boom of media connectivity within the workplace. They are a bit more tech savvy and up to date on technological updates and releases than the previous generation. They value high performance from their products. Generation X has a high tendency to get their news information from websites or apps.
Top Media Platforms
Facebook
Twitter
(slowly expanding into others)
Generation X values loyalty in a similar way to the Baby Boomers. In this case, marketing to these two generations can follow similar formats for the most part, but appealing to Generation X’s technological side and appreciation for high performance can set these two generations apart.
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Member of Generation Y are also know as “Millennials”, which is a term that came to popularity through social media platforms. Moving from the previous two generations, we start to see a shift here in terms of what the sole purpose of the Internet is. Here, we move from functionality to entertainment. Generation Y tends to get their news information from media platforms. They value the “humanness” and connection that social media can often look past. They value truth and genuine connection.
Top Media Platforms
Facebook
Twitter
Instagram
TikTok
When marketing to Generation Y (Millennials), focus on genuine human connection and real people. This is an important part of their value set and reason for internet use in the first place. Utilize user-story based marketing and strong customer service tactics.
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Generation Z is the generation we focus on the most when talking about internet usage. Generation Z was the first to experience the takeover of the Internet from a young age, and for many “Zoomers”, the Internet played a large role in their childhood development. Statistically, Generation Z averages about 5 screens per person. They value trendiness and entertainment as well as efficiency.
Top Media Platforms
Instagram
Tiktok
Snapchat
Generation Z needs to be entertained whilst being marketed to. With their frequent use of platforms that have aspects of quick content intake such as short video content on TikTok and Instagram reels, marketers must provide content that is immediately attention grabbing for this generation. They show interest in trends and embrace new media. Stay up to date on these things when marketing to Generation Z.