Generational marketing is the strategy of targeting consumers based on their generation. This type of marketing takes into account generational values, lifestyle preferences, and shopping behavior to create relevant messages that resonate with every age group. It’s important to use generational marketing to effectively reach the right demographic and generate a positive response from them.
Advantages of Generational Marketing
Generational marketing is a very effective strategy to reach different age groups, as it takes into account the characteristics and values of each generation. Below are some of the advantages of generational marketing:
- More relevant and effective messages: When using generational marketing, messages are designed specifically for each age group. This means that messages are more relevant and effective, as they are adapted to the characteristics and preferences of each generation. In this way, consumers are more willing to pay attention to messages and make purchasing decisions.
- Increased consumer loyalty: When brands use generational marketing, they can connect with consumers in a meaningful way. By creating messages that resonate with every age group, brands can increase consumer loyalty. This is because consumers feel more identified with brands that understand their needs and preferences.
- Improving brand image: Generational marketing allows brands to position themselves in a more effective way. By creating messages that adapt to the characteristics of each generation, brands can generate a more positive and attractive image. In addition, when consumers feel identified with brands, the image of the brand automatically improves.
- Increased sales: Finally, generational marketing can help increase sales. By targeting messages to each age group, brands can persuade consumers to make purchasing decisions. Also, as consumers feel more connected to brands, they are more likely to recommend products or services to friends and family.
What generations is Generational Marketing aimed at?
These are the four main generations that are usually used to classify people according to their year of birth:
- Baby Boomers: refers to people born between 1946 and 1964. This generation is so named because there was a “boom” or a significant increase in the birth rate after World War II. Baby boomers are known for being hardworking and dedicated to their careers, but also for having more conservative values.
- Generation X: This generation includes those born between 1965 and 1980. They are often called “the forgotten generation” because they grew up in a time of significant economic and political change, but did not receive as much attention as the generations that preceded or succeeded them. Members of this generation are usually independent, flexible and adaptable.
- Millennials/Generation Y: This generation refers to those born between 1981 and 1995. They are often called “millennials” because many of them came of age around the turn of the millennium. Millennials are known for being technologically competent, socially aware, and having a focus on work-life balance.
- Generation Z/iGen: This generation includes those born in 1996 and later. Members of this generation have grown up in a world dominated by technology, where social media and instant communication are the norm. iGeners are known for being diverse, connected, and having a strong social conscience. They are also the first generation to grow up in a world where mobile technology is ubiquitous and expected to be always connected.