DEMOGRAPHICS SERIES: THAT’S A WRAP

THOUGHT LEADERSHIP

Over the past few weeks we have systematically looked at the key considerations that brands need to be making when marketing to each of the generational demographics, in order to both attract and retain customers across all audience sectors.

Having started by looking at Gen Z’s, who brands so frequently feel unable to understand, through to the Silent Generation which is all too often neglected (and every generation in between), we wanted to conclude the series by reflecting on the lessons that can be learnt once you start tailoring your marketing and loyalty approach.

Here are our top tips for tailoring your marketing and loyalty strategy to different demographics.
 

1. Don’t make assumptions

One of the reoccurring themes throughout the demographics series was that brands often make misguided assumptions about audiences purely based on their demographic. Consistently, however, following these assumptions leads to alienating audiences and missing the mark.

This was an issue that transcended demographics; from assuming that Gen Z’s may not be cynical about tenuous links between societal issues and brand values, to treating baby boomers as ‘old’ and assuming they aren’t digitally-savvy. However, allowing these misconceptions to guide your brand’s approach will only hinder your efforts to develop and nurture a relationship with key audiences.

As such, it is vital to really get to know your audience and tailor your approach based on science and data, rather than instinct which is likely to be misguided by inaccurate preconceptions.
 

2. Understand what motivates them

Key to developing any marketing strategy that targets a certain demographic is to develop an understanding of exactly what motivates them – and then create calls to action that tie into this. As our series delved deeper into each demographic, it revealed that differing generations are motivated by very different things, with some demographics even varying depending on which end of the scale they sat within the group.

From millennials that crave experiences, to Gen X that simply want to know that is in it for them; and from the baby boomers that love to share, to the Gen Z’s that need to see a greater good, a different approach is required to hit the sweet spot with each generation.

To ensure that your strategy is a success, it is essential that you understand exactly what will motivate your audiences and tailor your marketing strategy accordingly. Failure to do so will see you fall short of achieving the desired results.
 

3. Keep it engaging and don’t underestimate delivery

Regardless of generation, one thing that was consistent across all demographics was a hunger to be engaged. Creating engaging brand experiences across all touchpoints throughout the customer journey is essential, and these can differ greatly across generations. For example, a focus on spending time with family and loved ones is likely to resonate with the silent generation, yet for the Gen X’s, personalisation is king, while the baby boomers are perhaps the most likely to engage with shareable content.

The key to success, however, is not only developing engaging content, but making sure it is delivered in the right way depending on the target audience. Whether that’s delivering it via video for Gen Z’s, through in-depth guides for baby boomers, experiences for millennials, or in a printed letter for the silent generation, selecting the right delivery platform will be as instrumental in your success as getting the content right in the first place. So, discard any notion of a ‘one size fits all approach’ and make sure you are talking to audiences about the right things, in the right places.
 

To find out more about how to make meaningful connections with each generation you can check out our demographics series here. Or if you would like assistance in developing an engagement and customer loyalty strategy that targets a specific demographic please get in touch today.

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