Generational Marketing

This is a concept that has been around for decades, but it has taken on new meaning and significance as the world’s population becomes increasingly more connected through social media and digital content.

Generational marketing tends to be mostly associated with television and print advertisements that target “baby boomers” (people born between 1946-1964), but online content consumption habits vary by age group as well.

As of 2014, less than half (43%) of millennials reported visiting news sites at least once per day. On the other hand, 58% of teens said they visited Facebook daily in 2015 — an increase from 47% in 2013 — compared with just 13% who visited news sites daily at the same time. This may be due to the expanding population of teens, who are less likely to read the news.

Generational marketing occurs in all aspects of business and marketing, not just advertising. For example, many businesses separate training materials into different departments by age group because learning styles differ by generation.

Generational marketing is beginning to make its way into the C-suite as well; according to research by Avis Budget Group, millennials’ expectations for advancement in their careers may be steering decisions about company leadership. While baby boomers often see top management roles as requiring credentials (like an MBA or law degree) that can take years to acquire, younger generations point to notable achievements (“I led the team that increased sales 20%”) and soft skills (“I developed a new database system”).

Generational marketing makes it easier for companies and organizations to determine the best way to connect with their target audience.

 

Do Different Age Groups Prefer Different Online Content? +Infographic

Generational marketing is a concept that has been around for decades, but it has taken on new meaning and significance as the world’s population becomes increasingly more connected through social media and digital content. Generational marketing tends to be mostly associated with television and print advertisements that target “baby boomers” (people born between 1946-1964), but online content consumption habits vary by age group as well. As of 2014, less than half (43%) of millennials reported visiting news sites at least once per day. On the other hand, 58% of teens said they visited Facebook daily in 2015 — an increase from 47% in 2013 — compared with just 13% who visited news sites daily at the same time. This may be due to the expanding population of teens, who are less likely to read the news. Generational marketing occurs in all aspects of business and marketing, not just advertising. For example, many businesses separate training materials into different departments by age group because learning styles differ by generation. Generational marketing is beginning to make its way into the C-suite as well; according to research by Avis Budget Group, millennials’ expectations for advancement in their careers may be steering decisions about company leadership. While baby boomers often see top management roles as requiring credentials (like an MBA or law degree) that can take years to acquire, younger generations point to notable achievements (“I led the team that increased sales 20%”) and soft skills (“I developed a new database system”). Generational marketing makes it easier for companies and organizations to determine the best way to connect with their target audience

 

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