Generational Marketing: Baby Boomers, Gen X, Millennial’s & Gen Z

In order to effectively communicate your messages, you need to know who you’re talking to.

A lot of marketers like to create a persona who embodies the ideal audience member for their brand.

For example, Old Navy’s target buyer persona is named Jenny. According to Old Navy’s former president Tom Wyatt, Jenny is:

  • Aged 25-34
  • College educated
  • Married with kid(s)
  • Earns between $40,000 and $70,000 annually
  • Interested in: apparel, fashion and beauty – on a budget

 

By creating a persona that aligned with their brand and tailoring ads to speak to “Jenny,” Old Navy exceeded both of its upscale sister brands, Gap and Banana Republic, in profits.

So, after you’ve established who you’re talking to, along with their likes and dislikes, it’s time to figure out the best way to reach them. For example, if your target buyer persona is a sixty-some year old man, you’re going to use different strategies and platforms to share your messaging than you would if your persona was a twenty-something female.

Below we’ll walk you through what each living generation looks like, where they’re consuming media and how to target them with your marketing messages.

Baby Boomers

The first generation we’re visiting is the Baby Boomer. This generation spends the most money, yet they only make up 5-10% of digital marketing efforts.

  • Aged 54 – 72
  • Spend time reading blogs and online articles
  • Spend 27 hours per week online
  • 19% more likely to share content than any other generation
  • Facebook is their most-used social platform
  • Watch an average of three hours per day of traditional TV, most likely to consume traditional media
  • Interested in products and services for themselves, their children and their grandchildren
  • Famous Baby Boomers: Fabio, Madonna, Phil Robertson

The Takeaway: Traditional media, for Baby Boomers, is still alive and well and a great way to reach members of this generation. A carefully crafted and targeted Facebook Advertising campaign is also an opportunity to reach members of this generation, especially with Baby Boomers being more likely to share content than any other generation. If you do decide to create Facebook Video Ads targeting Baby Boomers, remember that they shouldn’t be as fast-paced as a Facebook Ad targeting Millennials or members of Gen Z.

Source: Smart Insights

Generation X

Members of Gen X make up 31% of the total U.S. income, yet they only comprise 25% of the population.

  • Aged 38 – 53
  • Make a middle class income
  • Outspend all other generations in: housing, clothing, eating out, and entertainment
  • 81% have a Facebook profile and use it to keep up with their children and to consume news
  • Spend seven hours per week on social media
  • 85% watch traditional TV, 62% read a newspaper and 48% listen to the radio regularly
  • Famous Gen X’ers: Brad Pitt, Cameron Diaz, Reese Witherspoon

The Takeaway: Traditional media continues to work with marketing efforts targeted to members of Gen X, with high consumption rates in traditional TV, radio and even newspaper. This generation is more likely to spend money on nights out and entertainment than other generations because of their middle-class income, so try a campaign geared towards selling them an “experience” rather than focusing on a specific product or service.

Source: Vision Critical

Millennials

The largest group out of the living generations with over 92 million members in the U.S., and they make up a quarter of the nation’s population.

  • Aged 23 – 38
  • Least likely to shop for goods in-store
  • 95% believe their friends are the most credible source of product information
  • Spend a total of $600 billion in the United States annually
  • 41% use Facebook daily
  • Spend 25 or more hours per week online
  • 65% start interactions with a brand online
  • Consume more digital video and media than the average person
  • Most used social platforms: Facebook (83%), Instagram (53%), Twitter (37%), and Pinterest (34%)
  • Famous Millennials: Beyonce, Justin Timberlake, Selena Gomez

The Takeaway: Millennials are learning about new products and purchasing them online so digital advertising is key. With this generation putting so much emphasis on peer recommendations as the most credible source of product information, encourage your social media followers to write a review of your business on Google or on Facebook. While not every review written will be positive, be sure you respond to everyone who takes the time to share their experience with your brand online. Doing so will build up your brand transparency - something that’s important to Millennials.

Sources: MediaKix, WordStream, Forbes, Entrepreneur, Ascend

 

 Gen Z

Makes up a quarter of the U.S. population and will account for 40% of all consumers by 2020.

  • Aged 6 – 22
  • Digital natives (they don’t know a world without the internet, smartphones)
  • Multi-task across five different screens
  • Have an attention span of 8 seconds – less than a goldfish
  • 85% learn about new products on social media
  • 50% of Gen Z’ers don’t think they could live without YouTube
  • 24% think Facebook is for “old people,” but use the platform to stay in touch with family and relatives
  • Most used social platforms: YouTube (95%), Instagram (69%), Facebook & Snapchat (67%), and Twitter (52%)
  • Famous Gen Z’ers: Shawn Mendes, Kylie Jenner and Yara Shahidi

The Takeaway: With an attention span that’s less than a goldfish, it’s important to peak Gen Z’s attention in three seconds or less, otherwise they’re already scrolling onto the next piece of content. Then, once you do capture their attention it’s important to get right to the point – what do you want them to do? You’ll find success in reaching and engaging members of Gen Z with YouTube bumper and/or TrueView ads, as they’re most likely to be on YouTube than any other social platform.

 

Sources: Vend, AdWeek

 

Want more? TAG’s team of professionals does this for a living. Let’s talk about your target buyer persona and build a killer campaign!

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Marketing to Generation Z


Knowing your target audience is important to effectively market your business. For example, audience members for an interior design business are typically going to look, and act, a lot differently than audience members for a company selling beef jerky. Defining your audience is key in getting your business’ message in front of people who are ready to engage and convert.

Just when you think you’ve mastered marketing to Millennials, a new generation comes running through the doors full speed ahead. Allow us to introduce you to Gen Z.

Who is Gen Z?

Gen Z is the generation born between 1996 and 2012. There are over 23 million people in the U.S. alone who identify as members of Gen Z and it is considered America’s most diverse, multicultural generation to date.

Unlike Millennials, Gen Z is characterized by their initiative and entrepreneurial skills. They grew up during tough times (post 9/11, the recession) and over half of the generation is already actively saving for retirement, in fear that they will never have social security to claim.

Celebrity endorsements really resonated with a Millennial audience and this remains true when talking to members of Gen Z as well. But, Gen Z puts importance on transparency so if celebrities are in the ads they’re seeing, they prefer the endorser discloses that they’re getting paid to talk about a brand or product. Authenticity is (major) key! 

What social platforms do they prefer?

While Gen Z spends most of their time on YouTube, they do still utilize other social platforms – but for different reasons.

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Source: Defy Media Acumen Survey (March 2017)

They’re most likely to keep in touch with friends on Snapchat, while Facebook is where they keep tabs on Grandma. YouTube comes out on top for where Gen Z is interested in getting shopping recommendations (product reviews) and how-to videos (tutorials).

Gen Z loves technology – and as they should. They grew up with accessibility to technology and don’t know a world without the internet, cell phones or Mark Zuckerberg. Gen Z’s dependency on tech has already impacted the way businesses are marketing their products and services. They consume information online – with YouTube leading the charge. YouTube is how members of Gen Z learn how to change a tire, bake a cake, learn an instrument, and more! In fact, 95% of Gen Z uses YouTube regularly and 50% believe they can’t live without it.

With so much focus on digital, traditional media (TV) has taken a back seat. But don’t get it confused, video consumption continues to grow – it’s just on more non-traditional platforms like YouTube, Facebook, Instagram, Snapchat and ConnectedTV. In fact, these platforms are instrumental in getting video messages across to members of Gen Z.

How do I reach Gen Z?

Gen Z is really in-tune with brands that are being genuine and authentic in their marketing, more so than any other generation. They identify and focus on meaningful brand interactions and are most likely to dismiss marketing efforts that come across as insincere. Because Gen Z prioritizes transparency, social channels, like Instagram, give consumers the opportunity to

learn and interact with businesses more organically. Gen Z prefers unobtrusive brand messaging, which is evident in the rise, and success, of influencer marketing.

Your business can also reach members of Gen Z by creating a YouTube channel and uploading engaging and informative content. Or, if you’re looking for paid advertising opportunities, YouTube TrueView and/or Bumper Ads will deliver your messages on platforms Gen Z is already using in a cost-effective manner.

To put together a comprehensive marketing approach for Gen Z, talk with the TAG Team. We build brands that matter.

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Digital Tactics


Often, the biggest hurdle for advertisers is making sure that the right message is seen by the right people at the right time. And over the years, advertisers and marketers have developed and implemented creepy, but cool, ways to make that happen through the use of different digital tactics.

Digital targeting takes on many different forms and can be executed multiple ways – it really just depends on what’s best for your message and your target audience. Below are five digital tactics that the TAG team has found extremely effective.

1. Mobile Targeting

Advertisers have the ability to target their intended audience through their mobile devices. Targeting ads on a mobile device are cool because you can capture, or target, people who have visited your competitors – online or in-store – with your messaging. Mobile targeting also allows you to vary your messages by time of day, what they’ve searched for online, or what’s happening with the weather!

2. YouTube

Bumper ads are the 6-second, non-skippable ads that play before a user’s video on YouTube. Because of their length, bumper ads are great for building brand awareness and they act as a nice reinforcement for other digital strategies. Another digital tactic we love is YouTube TrueView which are longer in length and more educational than a bumper ad. TrueView ads are connected to Google, meaning you can get extremely granular with your targeting because it knows your audience’s search history and patterns. Just be careful your messages don’t become too targeted because you may miss someone in the upper funnel.

3. Native Advertising

Native ads are great because they take on the form of whatever website a user is visiting, making your advertisement come across as less intrusive and more conversational. Click-through-rates for native ads can perform up to 10x higher than other display ads, just make sure that your ad doesn’t come off as click-bait.

4. ConnectedTV

Connected TV is defined as a television set that is connected to the internet via built-in capabilities, a media streaming device, gaming console, or Blu-ray player, and facilitates the delivery of streaming video content. As of right now, there are three different ways to advertise on ConnectedTV: in-stream video, interactive pre-roll and home screen placements.

Creepy but cool, right?! What’s even crazier is that’s only the tip of the iceberg when it comes to digital advertising tactics! If you’re wanting to take your digital strategy to the next level, drop the TAG team a line and let’s talk.

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Advertising On Connected TV

If you ask any Millennial or Gen Z’er what it is that they do for fun, a healthy majority will list off curling up on a couch and binge-watching their favorite tv show.

More and more people are turning away from traditional TV and are tuning in via Connected TV (Netflix, Hulu, Sling, YouTube, HBO GO, etc.).

What is Connected TV?

According to Centro, Connected TV is defined as a television set that is connected to the internet via built-in capabilities, a media streaming device, gaming console, or Blu-ray player, and facilitates the delivery of streaming video content.

Right now, 69% of households have a Connected TV, with that number projected to increase year-over-year. Similar to traditional TV’s audience, Connected TV users are using the platforms to watch full episodes of their favorite shows and to tune-in to live events like The World Series and The Emmys.

While the audience that consumes traditional TV is skewed older, Connected TV’s audience is younger and more affluent with a median age of 31. So, if your advertising tactics are strictly focused on traditional TV, you’re missing out on reaching an important audience.

Right now, there are three different ways to reach your audience using Connected TV advertising: in-stream video, interactive pre-roll and home screen placements.

In-Stream Video

In-stream video ads are :15s or :30s non-skippable ads that play either before the user’s program or during breaks. This kind of advertisement is a really great way to repurpose spots created for TV to earn impressions and reach other demographics.

Interactive Pre-Roll

Just like in-stream video, interactive pre-roll ads play before and during the user’s show, but it gives the user the option to interact with the ad. In the example below, Snickers made a game out of their interactive pre-roll ad for YouTube which ends up not feeling like an ad at all, but rather a fun and memorable interaction with a brand.

Home Screen Placements

This option is the least intrusive ad type on Connected TV. These ads are placed on the home screen of a Connected TV app and have the capabilities to feature interactive calls-to-action like, “Click to Learn More.”

Let’s Get Connected

So where do you start? First, define your audiences. Are your clients or consumers viewing more traditional or Connected TV?

Then, figure out the goal of your messaging. Do you want to send your audience members to a landing page and collect leads or are you more interested in earning impressions?

Next, take a look at your options for Connected TV platforms. For example, Netflix is still an advertising-free platform whereas Hulu and YouTube are not.

Finally, it’s time to put together a creative and memorable ad to serve to your audience. That’s where TAG comes in. Let’s talk about your digital strategy and figure out a campaign to deliver measurable results.

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Three Key Elements Every Social Media Campaign Should Have

Three Key Elements Every Social Media Campaign Should Have

As social media continues to grow, so do the amount of clever and engaging social media campaigns. If your business wants to keep up with the ever-growing power of social media, you need to engage your audience and potential customers in a new, fun way. Social media campaigns offer your business a creative, impactful way to enter the minds of your customers.  Here’s three key elements every successful social media campaign should have!

1. Measurable goals
The first step to a successful social media campaign is creating a well thought out plan, with goals and benchmarks you can measure along the way. Now, it’s important to make sure your goals are specific enough to truly measure your campaigns success. For example, creating a goal like “get the word out about X product,” is not a specific enough goal. But on the other hand, you must make sure your goals are not too narrow that they constantly feel out of reach.

For goal setting, try setting three goals that accommodate low, medium and high levels of audience engagement. Below are examples of measurable low, medium and high goals.

Low: Increase the number of “likes” on our Facebook page by X percent by the end of the campaign

Medium: Have X number of users share/retweet campaign content

High: Have X number of users share their own story with us regarding our product or services

You can also create more general goals—like increasing brand awareness, or driving more traffic to your website—so long as you create measurable benchmarks to help define your success after the campaign has ended. If you’re looking to increase brand awareness, incorporating a sharing aspect to your campaign is a must, and if you’re wanting to increase conversions to your website, consider including a form for users to fill out before being eligible to receive the value being offered.

2. Cross-channel promotion

Promoting your campaign on multiple social media channels is an excellent way to increase campaign reach and improve your possibility of audience engagement. The best social media campaigns are part of an integrated marketing campaign, where your efforts on social media are supported by a number of other channels. For users more active on social channels, your cross-promotion will help remind them of your communications, and for users not as active on social channels, it will inform them of your efforts and remind them of your value.

Cross promotion also allows you to reach users of varying demographics, as well as target users on multiple channels at different times. Just be careful with your segmentation and timing—you don’t want to overwhelm your audience with messaging or annoy them with offers and campaigns.

 3. Analysis

Was your social media campaign successful? Was it a waste of time and resources? Without thorough analysis, you’ll never know! In the analysis stage, it’s important to thoroughly evaluate your predetermined benchmarks and goals—which is why it’s so crucial to determine these before beginning your campaign. When analyzing your campaign’s success, you’ll also want to go beyond just whether or not you met your goals—you will want to evaluate other metrics that increased—or decreased—as a result of your campaign, as well. This information will help you develop a unified, strategic marketing plan moving forward.

 

Are you ready to take your social media marketing to the next level with an engaging social media campaign? A great social media campaign is about more than just reaching your audience, it’s about engaging your audience in a meaningful way that will positively impact their perception of your business, and change their buying behaviors. The social media team at TAG understands that, and is here to help elevate your business with a great social media presence. Contact us today!