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October 19, 2019

Get to Know Today’s Multi-Generational Audiences: Part 2

Continuing from last week’s post, we’re discussing the importance of understanding your audience. And, it may be more than one audience. Determining the gender, age, and other key characteristics of your core audience is the first step in building an effective campaign.

genyGen-X (born 1965 through 1980), age 30-44 (48M):

This group doesn’t always buy into the mindset of their parents’ counter-culture revolution of the 1960s. This is the original latchkey generation. They’re motivated by their ability to take care of themselves and their families. Many X’ers are starting their own families (many are products of divorces) so FAMILY is important to them. Sometimes called “The Connected Generation, ” X’ers are techno-literate and demand info-rich platforms. They have embraced smart phones, e-mail and text messaging and like to research while shopping online.

Gen-Y, or Millennials (born 1981 through 1993), age 20-29 (73M):genY (1)

Since their parents are either Baby Boomers or Generation Xers, they grew up hearing either “change the world “or “take care of your own.” These seemingly contradictory messages have prompted this generation to value being part of a group and staying close to their friends. They are collaborative and motivated by fun, flexibility and security. They are techno-fused and are drawn to the game-ification of geo-location sites such as Foursquare. Without internet marketing – Social Media, Craigslist, YouYube, LinkedIn, Twitter… you will not be successful capturing the Gen-Y consumer.

Get to Know Today’s Multi-Generational Audiences: Part 1

It is important to understand your audience. And, it may be more than one audience. Determining the gender, age, and other key characteristics of your core audience is the first step in building an effective campaign.

Consider audience traits in shaping messages. How your grandmother thinks will be very different from how your nieces or nephews think.

Communications professionals who know their audience and view them as individuals with specific needs and preferences foster engagement with important communities across multi-generations. So, who are these communities?

The Silent Generation or Traditionalists (born late-1920s through 1945), age 65 and older (59 M):

tumblr_m5v17cMRIH1rsghzdo1_1280This generation grew up during the Great Depression (1929-1939) and World War II (1939-1945). These historical times strongly shaped their values, belief systems and preferences. They have endured hard times and pride themselves in not complaining about it. They are motivated by delayed gratification. They want to be told that they have earned what you are offering. “This is your time!” “Reward yourself!” More than 50% of the Silent Generation is online and available for online marketing, but it is NOT their preferred means of learning about your products and services.

Baby Boomers (born 1946 through 1964), age 45-64 (78M):baby-boomer-800x800

They tend to consider themselves catalysts for positive change, as well as rebels who question authority. AKA the “Me” generation, they demand individualized service, keeping the focus on them. This is the original “involved’ generation – protesters, environmentalists, etc. They want to be involved and part of a community. (Your community!) This demographic is flush with spending power. They should definitely be a part of your Marketing strategy.

Next up: Part 2 – stay tuned!

Where PR and Technology Meet

picture-9There is no question that technology has changed the PR and marketing industry. Over the past twenty or so years, we’ve seen the emergence of email (does anyone remember snail mailing photos and slides with your press releases?), websites, social media, smart phones and mobile apps. We are dispersing and receiving information on multiple platforms like layers of an onion.

Many firms are diverting more of their budgets to content marketing, and the PR industry is perfectly poised for this method. The bread and butter of public relations is earned media. Earned media is content driven and traditional marketing activities do still work – in newspapers, magazines, TV, radio, direct mail and networking – for the widest possible reach to all demographics.

Social media is not a replacement for traditional marketing tactics, however it is a critical component of an effective marketing strategy. In fact, social media works best when combined with other marketing activities. Using your traditional media to direct listeners, readers and viewers to digital marketing platforms like a blog or a Facebook page is an effective way to deliver content. You then have the challenge of engaging that audience and developing your online community.

Next up: Know your online community. Where are they? How do they want to be reached? – stay tuned!