It isn't something that simply happens overnight. It takes time and practice to truly become fluent in speaking the marketing language of your clients. And like with any language, there are going to be different dialects in your company's marketing language depending on the specific consumer group you're trying to reach. This is especially true when it comes to connecting with Generations X, Y, and Z consumers.
Who are Generation X/Y/Z & Millennials?
Each group has their own marketing language and how you sell to one generation won't necessarily translate to the others. To truly succeed, business owners have to be proactive in learning to speak the marketing language of each individual generation. This comes by way of knowing their characteristics, what they value, their purchasing behaviors, and what marketing channels they prefer. Who are the people in Generations X, Y, and Z and how is one generation different or alike from the others? What are the purchasing behaviors of each generation?
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- The ABCs of Marketing to Generations X, Y, & Z.
- Spotting the difference between a Baby Boomer and Generation Z – and why it matters for marketers.
- Brands Get Ready - Gen Z Are Growing Up and Ready to Challenge Says Kantar Millward Brown?
How do they feel about businesses in general? What does the marketing language look like for each demographic and how can I connect with them so that they'll see my ad agency as the best choice for their needs? Don't worry, we didn't forget about baby boomers! Their marketing language is included in the infographic at the end of the article. Generation X Current age in Individuals in this demographic were born between Gen Xers are typically independent and self-reliant in nature.
They don't like to be told what to do and are more prone to try and figure things out on their own. These middle-aged Americans account for nearly 19 percent of the U. Gen Xers are arguably the best-educated generation with 35 percent having obtained a college degree.
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According to the Bureau of Labor Statistics , Generation X spends more on housing, clothing, and food than any other generation. This isn't surprising given that they are typically family-oriented and have millennial and Gen Z-aged children. Additionally, they are now starting to care for their baby boomer parents who are becoming more dependent on them.
Though they're currently the smallest generation, Pew Research projects that Gen Xers will outnumber baby boomers by Generation X is often focused on getting the best products for the best prices. But unlike their baby boomer parents, they're less trusting of brands. Naturally cynical, they won't take your word alone when it comes to choosing between you or your competitors to make banner ads for their small business You have to show, not just tell them, that your agency can deliver what they're looking for. Despite their initial tentativeness, Gen X'ers are the most loyal consumers of any generation once you show them your worth.
Though they've fully embraced online purchasing, Gen Xers grew up without it and are still in-store shoppers as well. Make sure you provide them with a seamless experience across both touchpoints. Your agency can use programs like these to draw them in. Research shows that During their customer journey, Gen X leans more toward third-party research and informational content when making purchasing decisions. Brands should place greater emphasis on paid search and SEO. This age group is more likely to pay attention to data-rich product comparisons, buying guides, and credible third-party reviews that emphasize the quality and value of your brand versus alternatives.
While their smartphone ownership rate is slightly less than that of millennials or Gen Zers, Generation X ranks number one in pc ownership. Their most-used social media platform is Facebook although email is still the best way to communicate with them as 35 to year-olds are the most likely to prefer email 78 percent.
Who are Generation X/Y/Z & Millennials? - 3ManFactory
Generation Y "Millennials" Current age in This group, born between , has been talked about more than any generation to precede them. S, they're the largest living generation as of when they grew to exceed the number of baby boomers. They make up almost 29 percent of the U. In comparison to their Gen X predecessors, millennials are inherently more tech-savvy having grown up with personal computers and the internet for the majority of their lives.
They are passionate and seek instant gratification while valuing speed and on-demand services. They also love to travel, are driven by social causes, and are concerned with making a difference in the world. Studies show that millennials are delaying life milestones like getting married or buying a home 41 percent home ownership. Instead, many of them prefer to rent or are still living at home with their parents. A new AdReaction study from Kantar Millward Brown, released today, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising.
Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group. The study analyses key media consumption patterns, attitudes toward advertising and responses to specific creative approaches, and is based on surveys of more than 23, consumers in 39 countries. This is the first time it has been possible to explore the opinions of the first cohort of Gen Z — now aged — that are becoming increasingly relevant to brand marketers across a wide variety of categories and products.
The Gen Z population numbers approximately two billion globally.
- Brands Get Ready - Gen Z Are Growing Up and Ready to Challenge Says Kantar Millward Brown?
- The ABCs of Marketing to Generations X, Y, & Z.
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Gen Z are also more difficult to engage; among people who skip ads, they skip three seconds faster per ad on average than Gen X. Despite their digitally dominated media consumption, Gen Z can still be impressed by traditional media. Respect their online space: Creative approach makes a difference: Music, humour and celebrities all make Gen Z more receptive to advertising.
The Depression Era
They are also attracted to ads that allow them to co-create or see what happens when they make a decision. However, these attributes alone are no guarantee of success. Innovation in formats like native ads, sponsored lenses and sponsored filters all attract much stronger approval with Gen Z than other age groups. Be even more social: Gen Z are significantly heavier users of social platforms, not just in terms of the time they spend on them but also the number of platforms they visit. Gen Z is not homogenous and local insights reveal further nuances.