Digital Marketing for Different Generations

Marketing is fundamentally about identifying and meeting human and social needs, but whose? In the digital marketing era, these needs have evolved, influenced by significant shifts in demographics and technology.

Effective digital marketing today requires a deep understanding of the target audience, particularly across different generational groups. Each generation interacts with technology, brands, and media differently, and understanding these differences is critical for building an effective marketing strategy.

In this article I will look at the main generational groups that marketers have to interact with, how those groups are different and offer some suggestions about the styles of marketing that may appeal to them.

Marketing Has Changed

Marketing companies used to be called advertising companies and they were able to rely on mass communication through print, radio, and television to reach broad audiences. From the 1950s to the 70s families would sit and listen to the radio or watch TV, the adults would read newspapers and the young might read comics and magazines.

With digital marketing, these groups have separated and as more generations are born, the types of media needed to engage them are multiplying. This has created the need for more tailored, segmented marketing strategies and an even greater need to clearly identify customers so that the right kind of marketing can be employed.

Generations are influenced by the major societal, political, and technological changes they experience during their formative years. Baby Boomers, Generation X, Millennials, and Generation Z each bring their own perspectives, preferences, and expectations to the marketing landscape.

Generational Implications for Marketing

At present, Baby Boomers and Generation X hold the majority of leadership roles in corporations and wield the most purchasing power. In contrast, Millennials and Generation Z form the majority of the workforce and consumer market, driving new trends in digital consumption and engagement. Your marketing strategies must therefore target the current purchasing power of older generations along with the growing influence of younger groups in order to be successful. For companies that started 30 or 40 years ago this is even more important as the number of potential generational groups you have to cater to will be larger.

Defining the Generations: Characteristics and Marketing Preferences

Clearly understanding the characteristics of each of the generations and their preferences will allow you to form better strategies and target your marketing in the most effective way at the different groups of customers.

1. Baby Boomers (Born: 1946-1964)

Baby Boomers were influenced by post-war economic expansion, valuing hard work, loyalty, and stability. While many are nearing retirement, they still hold significant economic power, they are often in senior management positions and nearing retirement . Their preference for traditional media remains strong, and they value traditional marketing although they have adapted to some aspects of digital technology, such as online shopping.

Marketing Approach

• Preferred Channels: Baby Boomers tend to trust established media channels, such as television, print, and radio, as well as direct mail. Despite increasing digital adoption, they are less engaged with social media than younger generations.
• Message Focus: Emphasize value, reliability, and quality. Messaging should be clear, direct, and informative, avoiding jargon or overly complex language.
• Customer Service: Boomers value excellent customer service and personal interaction. Brands that offer strong post-purchase support can foster loyalty among this group.

2. Generation X (Born: 1965-1980)

Generation X experienced the transition from analog to digital and is characterized by a pragmatic and self-reliant outlook. As mid-career professionals, they represent a significant portion of today’s consumer base. This generation is adaptable, comfortable with both traditional and digital media, and values convenience and practicality.

Marketing Approach

• Preferred Channels: Gen X responds well to a hybrid approach, combining digital marketing with more traditional methods like email, television, and print ads.
• Message Focus: Highlight practicality, convenience, and long-term benefits. This group values straightforward, no-nonsense messaging that emphasizes efficiency.
• Building Trust: Gen X is loyal to brands that provide consistency and reliability. Email marketing, in particular, works well when personalized and relevant to their interests.

3. Millennials (Gen Y, Born: 1981-1996)

Millennials are digital natives, they grew up alongside the internet and social media. They are the most tech-savvy generation, highly engaged with digital platforms, and value experiences over products. Their preferences are shaped by a desire for authenticity, social responsibility, and personalization.

Marketing Approach

• Preferred Channels: Millennials are highly active on social media platforms like Instagram, Facebook, and YouTube. They also engage with content marketing, influencer partnerships, and user-generated content.
• Message Focus: This generation values experiences, emotional connections, and storytelling. Transparency and authenticity are key drivers of brand loyalty.
• Social Responsibility: Millennials are drawn to brands with a clear social purpose, such as those promoting sustainability, diversity, and ethical practices.
  For additional insights, consult Deloitte’s Millennial Survey and the Edelman Trust Barometer for research on Millennials’ brand preferences and media habits (URL needed).

4. Generation Z (Born: 1997-2012)

As true digital natives, Generation Z has been raised in a world of smartphones, social media, and instant access to information. This generation is entrepreneurial, highly visual, and accustomed to fast-paced content. They expect brands to be inclusive, diverse, and authentic.

Marketing Approach

• Preferred Channels: Gen Z prefers mobile-first platforms such as TikTok, Instagram, and Snapchat. They are highly receptive to short, visually engaging content that can be consumed quickly.
• Message Focus: Brands must focus on authenticity and transparency. Gen Z favors brands that reflect their values, such as mental health awareness, diversity, and inclusivity.
• Engagement: Interactive content, live streams, and behind-the-scenes glimpses into a brand’s operations resonate well with this generation.

Online Purchasing is Growing

One factor that is common to all of the generational groups is that they are moving toward more and more regular online purchases and the differences between the generational groups in this area are not significant. The customer journey towards making a purchase for each group may well be different and increasingly complex, but the trend toward online purchasing, accelerated by the pandemic, seems clear.

As all of the generational groups engage more and more on mobile devices, one of the most common categories of APPs they spend time on are for shopping.

In a study conducted by Boston Digital asking consumers of the different groups about their preference for online versus in person purchasing, these were the results for the percentages that preferred online:

Prefer Online Purchasing:

Boomers               59%
Generation X       66%
Millennials           74%
Generation Z       60%

What To Do Now For Your Digital Marketing

Companies need to think very carefully about who their customers actually are and which channels, media and messaging they will respond to. It is likely that you will need to choose more than one of these groups to focus on and then, using the information in this article, you can create the right types of marketing content in the right channels to gain traction with them.

This targeting is vital as marketing and advertising budgets are limited and the old ways of spending most of the budget on ads rather than on content creation and storytelling, for example, does not work anymore for much of the audience. Precision is critical to make sure that you get the most from your budget.

When you are looking at your digital marketing strategy you will need to consider these key factors to get the most from your marketing efforts:

1. Segment Your Audience: Use data-driven insights to identify which generations form the majority of your audience, and tailor your messaging and channels accordingly. For example, Boomers may respond better to email and television, while Millennials and Gen Z will engage more through social media and interactive content.
2. Channel Selection: Understanding the preferred channels of each generation is essential. While Baby Boomers favor traditional media, Generation Z spends most of their time on mobile-first platforms. Gen X bridges both worlds, preferring a mix of digital and traditional formats, and Millennials remain heavily engaged with social media and influencer marketing.
3. Tone and Content Style: Messaging must align with generational values. For example, Boomers respond to value-driven messaging, while Millennials and Gen Z gravitate toward content that reflects their personal values, such as sustainability or social justice.
4. Building Brand Trust: Authenticity and transparency are vital across all generations but particularly resonate with younger consumers. Brands that fail to align with societal values or show authenticity risk losing trust, especially among Millennials and Gen Z.

Philip Kotler, who is widely seen as one of the fathers of modern marketing said “Marketing is no longer about the stuff you make, but the stories you tell”—and for digital marketers, understanding who you’re telling the story to is the first step in achieving long-term success.

GlobalSense marketing works with manufacturers and brands in Taiwan and around the world to develop and deliver effective digital marketing strategies that engage with your customers. If you would like a free consultation to find out how your business can do better in the future, please contact us.