While brands could succeed in marketing to baby boomers through SMS, marketing to Gen X would require email and social media targeting.
This piece recommends marketers should consider the lifestyle, attitude, technological aptitude and the overall customer service expectation of the clients based on generational differences. Brands should give special treatment to matures (born before 1945) and treat them with patience and personalisation when providing customer support.
Baby boomers (born between 1946 and 1964), who are also known as big spenders, prefer buying from a local retailer even if the product is available online. Marketers can reach them through social media and mobile text messages.
While marketing to Generation X (1965-1985), businesses should have a wide selection of support channels, including email marketing and social media targeting. Marketers should also keep in mind that in terms of purchasing decisions, word-of-mouth is a primary motivator for millennials (1982-2004).
[6 minute read]