Do you take into consideration which generational cohort your target market belongs to? Are they members of generation X, Y or C? Read on and see if you are using the appropriate marketing strategies for your target market cohort. Generation X members are highly educated, family-oriented, and independent. According to the Strauss -Howe generational theory, Gen X members were born between 1961–1981. Overshadowed by the overachieving baby boomers, Gen Xers were known to be rebellious, apathetic, and “identified” by their lack of generational identity. They are generally knowledgeable about the Internet and Cable TV.
According to a study done by InnoMedia, NuStats, and Vertis, marketing to Gen X members using traditional means is still highly effective. “86% of Generation X bring in the mail the day it’s delivered. Additionally, 68% of Generation X have used coupons that they have received in the mail and 75% of those Generation X consumers rating the mail they receive as valuable.”
Because this generation has also adapted to the use of personal computers, online marketing strategies can effectively augment traditional marketing strategies.
According to a study done by InnoMedia, NuStats, and Vertis, marketing to Gen X members using traditional means is still highly effective. “86% of Generation X bring in the mail the day it’s delivered. Additionally, 68% of Generation X have used coupons that they have received in the mail and 75% of those Generation X consumers rating the mail they receive as valuable.”
Because this generation has also adapted to the use of personal computers, online marketing strategies can effectively augment traditional marketing strategies.
Generation X
Generation Y (also known as millennials, echo boomers, generation next and hipsters) are individuals whose birth dates fall on the years 1982 up to 2004. Being mostly children of baby boomers, most have inherited their parents’ wealth and may rival the baby boomers in buying clout. They are sophisticated, often skeptical, health and nature-oriented and value authenticity.
Marketing to generation Y customers will take time and patience. They are basically immune to direct marketing strategies like telemarketing and other traditional marketing, having been exposed to these strategies in their childhood. Being highly technologically-oriented, these millennials spend vast amounts of their time online, surfing the internet or connecting with friends on social media sites. For this reason, inbound marketing strategies will work best for acquiring sales leads if your target market are members of this demographic. Millennials are adept at using information technology to achieve their purposes, often consulting the internet (through product reviews) and members of their online community before making any significant purchase.
Marketing to generation Y customers will take time and patience. They are basically immune to direct marketing strategies like telemarketing and other traditional marketing, having been exposed to these strategies in their childhood. Being highly technologically-oriented, these millennials spend vast amounts of their time online, surfing the internet or connecting with friends on social media sites. For this reason, inbound marketing strategies will work best for acquiring sales leads if your target market are members of this demographic. Millennials are adept at using information technology to achieve their purposes, often consulting the internet (through product reviews) and members of their online community before making any significant purchase.
Generation C
There is a general confusion as to what Generation C members represent exactly. In fact, some believe generation C to be a psychological demographic, rather than an actual generational cohort, which means that even baby boomers can be members of this generation.
The obvious, most defining characteristic of Gen C members is that they are born into the digital age, making them true digital natives. The “C” can stand for “connected”, since members of this cohort are proficient with the use of the World Wide Web, text messaging, instant messaging, MP3 players, social networking, smartphones and tablet computers. It can also mean “content”, relating to the flood of user-generated content produced by web 2.0 sites that its members frequent.
Marketing to this cohort will require visual stimulus instead written advertising, as Gen C members want to consume their information fast. An active social media presence, mobile-friendly websites and truthful content are all necessary to earn the business of members of this generation.
The obvious, most defining characteristic of Gen C members is that they are born into the digital age, making them true digital natives. The “C” can stand for “connected”, since members of this cohort are proficient with the use of the World Wide Web, text messaging, instant messaging, MP3 players, social networking, smartphones and tablet computers. It can also mean “content”, relating to the flood of user-generated content produced by web 2.0 sites that its members frequent.
Marketing to this cohort will require visual stimulus instead written advertising, as Gen C members want to consume their information fast. An active social media presence, mobile-friendly websites and truthful content are all necessary to earn the business of members of this generation.