Understanding Generational Traits

July, 2008

A key dimension to customer segmentation

It’s so very important (and quite interesting, too) to understand how generational attributes need to be considered when marketers are developing campaigns. If your goal is to make sure that your message resonates with your target audience (and let’s face it, that’s a key goal for any direct marketing program), then you absolutely cannot ignore generational attributes.

I thought I would share two perspectives on two different generations.

The first perspective on using generational attributes in marketing comes to us from Precision Marketing: Marketing messages ‘irrelevant’ for over 50s (must sign up at their site to read entire article). It discusses how so many marketers are missing the boat when it comes to targeting the mature market.

“The mature market is being neglected and misrepresented by marketers, with over 60 per cent of the over 50s believing that advertising aimed at them presents them as infirm or immobile.”

Contrary to many common beliefs, the research also showed that online shopping is the preferred channel for Seniors.

So, if your market is an older one, you absolutely cannot ignore interactive and social marketing. You also need to remember that this group considers themselves vital and full of life–not infirm. I guess 50s are the new 30s!

And, then from the opposite side of the scale, this Q&A from USA Today provides some insight on how to market to Gen X and Gen Y’ers (more commonly known as Millenials). The title says it all: Avoid hard sell when marketing to younger generations.

If your market includes people born between 1965 and 1994 (14 to 43-year-olds), you need to understand that this is a cynical group that needs to be educated (they love blogs). You need to prove that you understand what you’re doing and be authentic when you do it. Nothing can smell like hype or ’sales’.

“The essential thing then to understand about selling to the new generation of younger adults is that they are Web-savvy, blog-friendly, and, not only do they see through the spin, it turns them off. Your pitch to them has to take all into account.”

Hopefully this information about two huge generational groups will provide some insight as you develop offers, creative and messages.

We’d love to send you more info on the generations!

We’ve put together an overview of the living generations. It provides a description of what each group looks like and is a handy snapshot, almost a cheat-sheet you can use to get quick insight into each generation around today. We’d be happy to send you this Generations Overview.

Let us know if you’d like it, and we’ll send it to you immediately. As always, our White Papers are provided at absolutely no cost