Understanding the target audience is crucial for businesses. It may be easy to define prospects, but there should be a definite method to convert them into sales. As we all know, there is no such thing as an all-around marketing tactic. Businesses and marketers must dive deeper into the age range of generations to implement effective and authentic generational marketing.
In a nutshell, generational marketing is a strategy of dividing the audience by generation. Each category consists of the age range of generations, patterns, and preferences, allowing smooth curations and a distinct marketing approach for each segment.
To better grasp the idea of generational marketing, here is a list of key points for the age range of generations:
Baby boomers are often left behind when it comes to generational marketing, assuming they are not well-versed with the Internet. However, they are the wealthiest generation, dominating consumer spending in the U.S with a whopping $548 billion in annual spend. They prefer in-person interaction and are most responsive to traditional advertising, not to mention their very frequent use of Facebook.
The highlight of this generation is “brand royalty” combined with great customer service. This target audience age ranges have an annual spend of $357 billion and prefer transparent, clear marketing messages through word of mouth and email marketing. Gen X mostly browses Facebook and Linkedin.
Expect in-depth research for the product for this target audience range since they are branded as digital natives. They like to get the best out of every purchase - that’s why price and value are a priority. They have an annual spend of $322 billion and spend most of their time in reviews and blogs mostly on Instagram, Facebook, and Pinterest.
Gen Z has the shortest attention span of 8 seconds. They spend most of their time on Tiktok, Snapchat, and Youtube and prefer to shop online compared to other demographic age ranges. They have an annual spend of $143 billion and may have doubts about branding and advertising. That is why products must be used by real people in real scenarios to appeal to this audience.
1. 76.58% of demographic age ranges of Gen Z are all about tailored ad experience.
- Marketers must highlight the combination of product quality and actual experiences since 52% of this generation focuses on quality. Also, 70% of this generation have written product reviews.
2. 54% of Baby Boomers prefer slow-paced, informative ads rather than jam-packed, overwhelming content.
- This generation doesn’t understand retargeting ads and tends to thrive in search engines to collect data. That is why Google, email, Facebook, and LinkedIn are the best options to place ads.
3. 95% of Gen X utilizes Facebook and prefers traditional media.
-It is high time to take notice of this generation because in a survey 54% of the category are frustrated that brands overlook them. Market to this category on Facebook and television.
4. 50% of Millennials encompass the global workforce and will increase to 75% by 2025.
-This generation is considered hard to market because of their distrust of advertisements. 44% of them consider an expert, who is a first-time user of the product (like an influencer or YouTube reviewer), rather than those who appear in ads.
Online privacy has become an integral part of the target audience, giving way to contextual targeting. This method is considered ideal because it doesn’t need further information. There’s no tracking or collecting data, producing a smoother search experience. Marketers can just determine specific keywords, themes, content etc. closely related to the products or services they want to provide the demographic age ranges and feed ads based on that demographic.
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