How to Target each Generation through Social Media?
- January 14, 2019
- Posted by: admin
- Category: Business & Digital Marketing Tips
Whether you are using social media or other online platforms to promote your business, segmenting the audience plays an important role while creating successful marketing strategies. Yes, you have read right!
A marketer should master all the various methods of targeting or segmenting the audience according to the business requirement. For example, if you are into selling fashionable clothes, your targeting audience would more emphasis on youth rather than the audience belong to an older section. Similarly, if you are into selling books, you will target your audience as per their reading preferences; like fiction, non-fiction, biographies, etc
These targeted digital marketing strategies help marketers as well businessmen to connect with the audiences which involve a deep understanding of the age group, preferences, demographics, and generations. No wonder, social media platforms like Facebook, Instagram, etc. are the favorites across all the boarding platforms.
However, targeting the right audience on these platforms will determine your unconditional success of marketing strategies. Wrong targeting can lead to deep stress and no results. Like, Instagram would be more effective for targeting Generation X audience for lifestyle products.
In this post, we will discuss why an ideal marketer should practice the generation marketing for targeting and connecting with the potential audience.
- What is Generation Marketing?
- What are the types of generations in generation marketing?
- Do we actually need to club generation marketing in our marketing strategies? Why it is a good idea to practice?
- How to Target each Generation through Social Media?
Let’s start with the basics:
What is Generation Marketing?
Marketers would have got a rough idea what is generation marketing by just reading the word “Generation”. If still figuring out what is all about, it basically refers that you market or target a specific generation of a people based on the preferences, attitudes, and upbringing; for your products or service.
It ‘s really a great strategy to target your potential audience by understanding their age groups, preferences and activities. Understanding generation marketing helps you to switch your blind mass marketing strategies to tailoring as well as customizing for specific age groups.
For example, if you are a blogger who writes about party life and pubs around the cities. The age group of your targeting audience will be between 16 to 35 years who will be interested to know more about the party life than the people falling in the age group of above 35. Along with that, you will be targeting them on their behavior patterns like places with bars or roof side ambiance, etc.
By understanding the behavior and patterns of your audiences or customers, you will gain a competitive advantage because you will be meeting your audiences’ needs and understanding their individual needs as well.
This potential audience or customer is your target audience who is interested to read about your blog or purchase the product or service you are offering; is ultimately referred as “Lead” in the digital marketing world.
Targeting the audience as per the generation marketing is a way to capture the same lead – meaning you club them to take the first step – awareness- in your marketing as well as sales cycle – i.e. marketing funnel.
Types of Generations in Generation Marketing
In the marketing world, the living generations have been divided up into the following 6 categories:
GI Generation – Born between 1901 and 1926
Silent Generation – Born between 1927 and 1945
Baby Boomers – Born between 1946 to 1964
Generation X – Born between 1965 to 1976
Millennial / Generation Y – Born between 1977 to 1995
Generation Z – Born between or after 1996
But for a digital marketer who is highly active on social media platforms, they divide generations into these following Generations.
This is the part of the generation that falls or born between 1946 to 1964 that is most likely get avoided while making your marketing strategies, especially on social media. This is the part where you even won’t be believing that they are having even a social media account or not. Though in the age of technology, you can’t underestimate this category.
Boomers are more tend to have 1 or 2 social media accounts on Facebook or Instagram those are easy to use and understand. They avoid the harshness of Twitter where only 5% of Twitter users falling in this generation bracket.
Though baby boomers are a generation with a “can do” attitude. Unlike the young population, they’re vocal about what they believe in but like to share their opinions clubbing with their experiences. Including polls and quizzes in content will appeal to this desire.
Being the most experienced audience, a huge 95% of Boomers will opt for email over instant messenger, so encouraging newsletter signups will help increase interaction and build awareness.
Generation X is the category born between 1965 to 1976 which is often noted as the forgotten generation of this world. These are the smallest number of all the generations covered in the marketing strategies who can play a big role in decision making.
Undoubtedly, Gen X is the second largest category after Baby Bloomers who have the largest disposable income and are at the stage in their lives where they can afford the best luxury and comfort.
This generation is likely to share their point of view and content that soothe their lifestyles. They are the one who understands the difference between the old and new marketing layouts and finds visual content more compelling and understandable.
Generation Y / Millennials
This category born between 1977 to 1995 which is far more idealistic and influential on social media platforms. However, this bracket has taken into the far more negative tone and lead far more than the credit should be given.
Millennials are extremely vocal, active and know how to responds well when presented with brand advocated or influencers in real time. They know how to grab the opportunity to interact and build the send of loyalty at the same time.
Like, LinkedIn is quite appreciative to this category, particularly who are looking to develop professional connections. With over 38% of users are already falling into this bracket over all the social media platforms. Ratings and reviews are also highly prized, including these will help to build better relationships with Millennials.
The bracket born in or after 1996 who are the new wave of this era. They are the new superstars of social media. This is the truly digital generation which is highly active on all the platforms and well versed with all kind of technologies.
They are funny, talented, hyperactive and are far more switched on when it comes to what’s going around them. They are highly attracted to visual based video content that is designed to empower and motivate the best to inspire them.
Why do marketers need to understand Generation Marketing?
You might not feel it important but that solely depends on you and your business.
Understanding generation marketing will help out businesses to analyze the data as per human behavior. And, if you are not following it, you are already missing out a big chunk of revenue.
Every business wishes to grow which in turn led customers to grow. And to get those customers, they need to market to potential customers first and gain their attention. This is where leads generating through generation marketing can come into play.
How to Target each Generation through Social Media?
As you have understood why generation marketing is important and how it can help your business to grow.
Although, we know social media platforms are the ideal way to target these generations. It is the sole and easiest medium to win their hearts in this technological era.
How? Have a look at our infographic stating how you can target each Generation through Social Media platforms.