Present-day marketers are currently facing the challenge of appealing to present day consumer groups comprised of four generations from legacy traditionalists all the way to millennials. That is very tricky task, as every generation had unique experiences that affected developing of their taste and their choice how to spend money
Creating a multi-generational brand is a very sophisticated process that could go wrong if not carried out properly. The crucial thing for marketers is to realize that certain specific marketing campaigns will be differently received with each generation of consumers. Having this in mind businesses will be able to find the right message and proper medium or each generation. But more important, it will help marketers to maximize gains from marketing spends a create a functioning multi generational brand.
The Millennial delusion
Millennials are currently arguably at the peak of consumerism with yielding nearly $200 billion in buying power, as such, they are a key target audience of the present day marketers. The long established method for reaching out to the millennials is by using social networks, as they use it for practically everything. Although marketers mostly rely on using social media to reach the millennials, they might be wrong, and there might be some different and more effective ways of reaching to the millennials.
Some surveys showed that despite the huge presence that social media has in consumers’ lives, millennials are most likely to engage with marketing emails. 51 percent of millennials surveyed said they prefer to use email to interact with the brands. On the other hand, only 24 percent of all four generations said they prefer the social media when interacting with the brand. Marketers should learn from this and try not to attack the consumer, by selling the product by all means, but to engage customers with their campaign.
True power of emails
Email has long been the pillar of online marketing campaigns, and that’s because it is non-evasive, fast and cost effective. But with social media rising, the role of the email started being questioned. Everyone thought that email is going to be replaced by the social networks, but researchers have proven that to be wrong. Research data showed that 44 percent consumers use email to interact with the brands, and 85 percent is likely to open email from brands almost always.
There is one problem, and that is a number of emails that brands are sending to consumers. 49 percent have said that they just receive too many emails. That is why marketers must pay attention to the generation they are trying to reach and the number of emails. For example, Baby Boomers and millennials are more likely to buy the product, or just become interested in it if there is less contact. About 27 percent think that ideal scenario would be receiving one email per week. Audience segmentation is probably the best method that can be used to reach out to every generation by using proper techniques, in this case, the number of emails.
Boomers and traditionalists
By trying to reach the millennials and the generation z, traditionalists and baby boomers cannot be missed. They still have a big role in spending power and prefer unique ways of interacting with the brands. According to the survey, baby boomers and traditionalists prefer physical interaction in stores. 67 percent of baby boomers and 73 percent of traditionalists claimed that they would most likely walk to the store to interact, in the overall group percentage was 65.
So, the marketers who are targeting traditionalists and baby boomers should offer online deals that should proceed to be closed in their stores. Content marketing should be used when targeting the traditionalists because they like short reads and helpful tips, 28 percent of them claimed that, and 13 percent overall.
Marketers should take these tips into account when planning their campaign because it is always better to use the proper kind of campaign for each generation that to try and target all the groups at once. Those attempts will inevitably fail, or at least have much, much less impact than separate ones.