Generational Marketing: The Importance of Understanding Your Audience

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When building your marketing strategy, your number one focus should be on your target audience. Without knowing and understanding your target audience, it is impossible to create an effective marketing strategy. Having a ‘one size fits all’ approach will not generate the best results for your business. Instead, you need a clear picture on who you want to aim your products and services at, and then market to this audience effectively by understanding their behaviours and interests. 

Generational marketing helps to define who you target your digital marketing strategy at by breaking it down into groups and ages. For example, millennials will have different interests and habits than an older generation would, and it is important to understand this in order to ensure that you are successfully reaching out to your audience. So, we thought we would tell you a little bit more about generational marketing and why it is important to understand your audience.


What is generational marketing?

Generational marketing is pretty much what it says on the tin – marketing targeted at each different generation. Different kinds of content appeals to different age groups, and so this is something you must be mindful of when creating a marketing strategy. With generational marketing, you will ensure that it is specifically targeted at the age group and demographic of your target audience and that you are producing the right kind of content that appeals to them online. 


Appealing to the right demographic

In order for your digital marketing to be successful, it is imperative that you develop a thorough understanding of your target demographic. Once you have established what this demographic is, you should research and learn what kind of content they like, as well as the various platforms they use and online habits that they form.

After you have developed an understanding of all of these things, you will be able to market to your target demographic successfully. It means you can offer value to them in the content you use to target them, and that you are able to reach the demographic by marketing via the platforms they use the most. 

Each generation has different interests and habits, and they have grown up around different things and also taken influence from different things. Therefore, you need to target each generation differently, as the way you target a 20 year old for example, would not work the same if you were trying to appeal to a 60 year old. You must use different digital marketing techniques and learn to understand what appeals to them.


Producing quality content

Whilst it is always important to produce quality content on behalf of your brand, this applies even more so when it comes to generational marketing. With each generation, you will need to produce a different style of content, as they will all have different interests. Though interests and activity may not vary massively from one generation to the next, if you are comparing Baby Boomers to Gen Z, it is unlikely that the interests and habits will be the same. 

Therefore, you need to be producing tailored content to your target generation. Content is an extremely valuable and important element of marketing, and strengthening your content to appeal to the right demographic will in turn make your digital marketing strategy a lot more successful.

For more information and advice or if you would like to speak to us about generational marketing or developing and enhancing your digital marketing strategy, simply get in touch with us via our contact page and we will be more than happy to help.