We are living in a time when marketing methods are evolving very quickly. Small and Medium businesses are looking for newer ways to find their way through stiff competition. One of the most effective new ways of marketing is generational marketing.

“Generational marketing is profiling your audience based on their age group, attitudes, behaviors, and preferences,” according to HandMadeWritings.

When it comehttps://handmadewritings.com/blog/generational-marketing/s to generational marketing, B2Bs and SMBs have an option to profile and categorize different age groups according to their unique business needs. This makes generational marketing more complex.

Raymond Morin categorizes generations not based on the age, but on their digital habits. He has championed the term Generation C, based on the use of mobile technology and social media, no matter how old they are.

This is why adapting to generational marketing is not that easy. The concepts and generational profiling that work for SMBs may not work for all B2Bs. You need to do extensive research to identify the influence purchasing decisions of each age group, and what media preferences they have, in order to profile each generation.

Generational Marketing and Technology Work Side by Side

As mentioned earlier, marketers need a lot of data about each age group and need to do an in-depth analysis of habits, preferences, and influencers for each generation. This is not possible if you don’t have the right tools.

The good news is – there are hundreds of smart tools available online that can help you with data analysis. These tools fall under the categories of data analysis, marketing analysis, and marketing intelligence and can be used to gather data of different market segments.

Next, you can also divide age groups based on their use of technology. Each generation uses and consumes media and technology differently.

For examples, Boomers and Gen X watch more TV compared to Millennials and Generation Z. Online TV, like Netflix, that is accessible on all smart devices, desktops, and Smart TVs, is more appealing to the younger generation.

Simply put, if you want to adapt to generational marketing, the key is the use of technology. Generational marketing becomes easier if you know the latest analytical tools to use and how best to use modern technology to your full advantage.

Make Technology Your Primary Source for Everything

Generational marketing is all about improving your access to different age groups and influencing their purchasing decisions. For this, you must use modern technology to create multiple communication channels between your brand/business and customers.

Use technology to make it easy for all generations to reach your business, open multiple sales channels and allow customers to purchase using multiple ways.

Technology Use for Different Generations

• Baby Boomers: It is a myth that Baby Boomers are afraid of new technology. They are not. Even though they are retiring, and a comparatively older generation, they make the largest segment of customers who spend the most online.

Only 10% of marketers focus on Boomers even when they are responsible for 50% of the total consumer expenditure. They use smartphones, social media, TV, and computers. So you can reach them using almost all platforms. And this makes them easier to reach as well. Compared to all other age groups, they are also always ready to spend.

• Gen X: This generation is not as quick to spend as Baby Boomers. They research before making a decision. This means you need to feed them information about your product, brand, business through websites, blogs, social media, and TV ads. They also tend to distrust Corporate US, so avoid overstatements.
• Every year, this age group spent more, and they’re expected to overtake other generations soon. They also prefer reading reviews. So make sure your business is listed on Amazon, Yelp, Yahoo, Facebook, Google, Google Maps, Angie’s List, and anything similar.

If you know how to work around latest technology, adapting to generational marketing is not an issue.

Source: https://handmadewritings.com/blog/generational-marketing/

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You may also want to read: Generation C: The Social Benefit of Baby Boomers

Gen C: 12 Connected Consumer Trends for 2017-18

Generation C: The Growing Influence Of Connected Consumers

Generation C: The Disappearing Digital Divide

Donna Moores is a savvy content marketer and a content manager at HandMadeWritings. She has gained outstanding marketing experience within the biggest industries and businesses, which she pleasantly shares with the readers. Connect with Donna on LinkedIn Here: https://www.linkedin.com/in/donna-moores/ or tweet her @DonnaMooress

 

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