“Generational” marketing can help brands target people of different age groups

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 02, 2019, 3:15 PM UTC

Baby Boomers, Generation X, and Millennials each have their own unique marketing opportunities and challenges.

This piece says that “generational” marketing can present brands with unique marketing opportunities and help brands tailor personalised content accordingly. As Generation X values traditions, emails with financial security and personal wellbeing content can appeal to them on a personal level.

Creating marketing messages that are honest and include social and environmental values can help brands appeal to millennials. Brands can further use videos and social media posts to grab the attention of millennials as they prefer content that is more engaging in nature.

The author contends that brands should focus on baby boomers as this group has the largest spending power. Marketers should avoid using click-bait messages and use formal language with relevant information when it comes to communicating with baby boomers.

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