In the current digital era, connecting and building relationships with the target audience has become a tough task for businesses. The four largest generations—boomers, Gen X, millennials, and Gen Z—are currently in the market, each with their struggles and expectations. Each generation has unique needs, values, and communication methods. Multigenerational marketing aims to bridge these generational gaps and craft content to speak to everyone.
In this article, we have outlined some effective marketing strategies to engage members of all generations. But before we move, let’s understand the basics of multigenerational marketing.
Defining Multi-Generational Marketing and the Focal Points
Multigenerational marketing is a unique marketing approach that focuses on diverse age groups. From Baby Boomers who have used rotary phones to Zen Z’s who cannot even imagine their lives without mobile. The ultimate objective is to bridge the gaps and create content that speaks to everyone, from the greatest generation to generation Alpha.
Multigenerational marketing approach for different generations:
- Baby boomers: Value personalization, traditional advertising, and storytelling. Prefer TV, radio, print and email.
- Gen X: Nostalgia marketing, authentic reviews, and content. Prefer social media, direct messaging, and email.
- Millennials: Authenticity, experience, and social responsibility. Prefer social media, messaging apps, and e-commerce
- Gen Z: Diversity, inclusion, and sustainability. Preference TikTok, Instagram, and short video content.
Key Strategies to Approach Multi-Generational Marketing
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Focus on Social Media
Social media is going to be a one-stop solution for your multigenerational marketing approach. Body boomers are getting active on social media, but they prefer platforms such as Facebook and YouTube. Gen Xers are actively using Facebook, Twitter, and LinkedIn, where you can target them. Unlike the older generations, millennials are active on different social sites such as Instagram, TikTok, YouTube, and Snapchat. The best way to engage with them is by sharing helpful content to enhance their lives, careers, and relations. Finally, Gen Z is mostly active on Instagram, Snapchat, and YouTube. Instead of traditional ads, be authentic and engage with them meaningfully.
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Harness Multiple Communication Channels
When focusing on a multigenerational audience, share your message across multiple channels and forums of communication to accommodate individual and generational differences. Multigeneral marketing is a significant approach that assures your message resonates across different age groups.
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Promote Engagement and Participant
When you are working on a multigenerational marketing approach, passive and one-way communication will not work, especially with Gen Z and beyond. Unlike older generations, the new generations want to be part of the action. Involve your audience, ask for their input, and make them part of your company’s story. Focus on creating interactive and participatory campaigns and challenges that motivate the audience in your brand’s narrative.
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Focus on User-generation Content to Reach Millennials
User-generated content like blogs and product reviews can work like magic in your marketing. Such content validates your product or service quality for all generations. To attract a millennial audience, lean into that kind of content by encouraging customers to share their experience with your brand.
Reviews and testimonials are valuable sources because they offer an unbiased perspective about your company. While this method is not exclusive to millennial marketing, customer endorsements can help for any brand’s success.
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Share Your Values to Connect with Gen Z
Gen Z generally supports brands that share the same values. If you run a business and want to target this age group, try to demonstrate a commitment to the issues Gen Z cares about.
The Gen Z audience is willing to spend on sustainability, mental health, and diversity. Gez Z also engages more when brands and companies focus on these values in their messaging.
While this approach might be focused on Gen Z, it is not the only generation supporting brands with similar values. Millennials mostly prefer an ethical purchase over an affordable one. Gen X is more into cost; they are in their retirement age and hence are careful about financial security.
No doubt, some methods work better than others for targeting any specific age group; they are not exclusive to any one generation. The focus should be on crafting authentic messaging that can be adopted and implemented on all the different platforms and touchpoints. Your focus should be on finding the thread that contains all these generations and building a trusted brand with clear value. Hopefully, you have found this article helpful and interesting.
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