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Generational Marketing

Generational marketing is the promotion of products to a target audience that is segmented and targeted based on the similar needs and interests of a particular generation.

Of course, a generational marketing strategy cannot be the sole and primary criteria for audience segmentation. Traditional segmentation factors - geography, income, interests, and consumer behavior - remain key attributes of successful personalized targeting. But they play an important role in the development of marketing plans because each age group receives information from different channels and sources.
Trying to reach potential customers of different ages simultaneously with the same ad or promotion usually results in a waste of budget. How do you effectively target each generation? Consider preferences, learning habits and identify needs. Keep in mind that generational theory does not take into account the individuality of each person.
The Silent Generation
Year of birth: before 1945.

"The Silent Generation is the oldest generation, those over the age of 70. This audience values stability, family and community, and seeks products and services that make their lives easier.

It's important to them to be respected.
Marketing strategies: TV, print, radio and direct mail such as postcards, newsletters and flyers. Simple, clear, age-appropriate content and imagery.
Baby Boomers
Years of Birth: 1946-1964

Baby Boomers lived most of their lives without modern technology, but are now active users of social media, mobile devices, and online shopping.

Marketing strategies: Social media, targeted advertising, traditional channels (newspapers, radio and television), loyalty programs focused on in-store shopping and face-to-face interactions.

Generation X
Years of Birth: 1965-1976

Gen Xers are the smallest generation. They are cautious with money and skeptical of brands, but very attentive to feedback from other users. They easily accept changes in technology and gadgets.

Marketing strategies: traditional advertising, loyalty programs, email, social marketing, discounts, freebies and coupons.

Years of birth: 1977-1995

Millennials, or Generation Y, have grown up in the world of modern technology. They are the largest generation to rely on user-generated content and value word-of-mouth advertising. In most cases, low cost of goods and their quality, rather than promotional discounts, are the deciding factors in their choices. Respond to: Brands that support social and environmental causes, marketing, social media, reading reviews.

Marketing strategies: multi-channel user-generated content, influencer marketing, social media marketing and content marketing.

Generation Z
Born: 1996-2012

Generation Z is the most diverse and tech-savvy generation. They have high spending power. Gen Z values financial stability and trusts social media reviews and recommendations more than any other generation. Gen Z is virtually indifferent to loyalty programs, although they are always looking for ways to save money. They love short videos and smartphone apps.

Marketing strategies: Influencer marketing, reviews, videos, TikTok, Instagram, Snapchat, YouTube, mobile device interaction, and social media sales and advertising.

Generation Alpha
Year of birth: 2013-present

This is the youngest generation and the next generation of consumers. Most members of Generation Alpha have tablets and social media is a constant presence in their lives. The Alpha generation has a lot of influence on their parents' buying habits, especially when it comes to food and beverages.
Marketing Strategies: At this point, marketers should consider their parents' values and use social media and video marketing to influence Alpha.

Each generation has its own unique characteristics. What interests and touches some may not elicit a reaction from others. TON OP doo ltd develops advertising campaigns by segmenting target audiences not only based on a standard set of data (geography, income, interests and behavior), but also based on generational marketing. We create personalized and engaging ads for each audience. We study generational preferences and behaviors, use appropriate communication channels, and create authentic content.
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