Even though my today’s topic does not apply to the Balkans particularly, it is quite general and it applies to marketing practices as whole. A random discussion with one of my friends yesterday got me thinking- how the marketing message should be delivered to different generations, like X, Y, Z or Baby Boomers. And I found it quite useful to mention to M-Factor readers. I bet a casual reader might wonder what those generations even mean, so I’ll start from there.
Simply said, generations represent the classification of population by the year of their birth. Thus, we have Baby Boomers (1946- 1964), Generation X (mid 1960s- early 1980s), Generation Y (1980s- 2000) and Generation Z (after 2000). For those interested in getting more into the generations themselves, we recommend the article accessible here.
Now, how is this related to marketing at the first place? Truth being told, it is related, and to a significant extent. Take an example of M-Factor itself. We are creating blog articles, so in order to increase our reach and engagement; we need to take into consideration how our target market is consuming the content online. If we project this practice to company, the dogma is the same- make sure to deliver the message in the best possible way. In other words, make sure it actually reaches the final user of the information.
There are dozens of surveys and researches which have tackled the question of relation between marketing content and generations. Each generation has unique expectations, lifestyles, values and preferences that influence decisions and behaviours. The importance of generations’ behaviour in marketing is proved by the fact that there is a term ‘multi- generational marketing’ which represents the practice of appealing to the unique needs and behaviours of individuals belonging to the same group/generation. One of them that I found quite interesting during my research was the one about how different generations respond to content marketing. One may assume that Baby Boomers are the most responsive ones.
Related to the aforementioned, there is a huge challenge companies are facing nowadays. How to reach Generation X, ones stuck in between the digital and traditional, when we live in digitalized world? Think about it. And we will give you some hints in the next article.
Until then, do some marketing and make it count.