Content marketing has become a very popular discipline used by marketers to communicate with and engage their prospective clients.
Not only is it effective but it’s also really versatile with text content, images, videos, blogs, vlogs and more. Content marketing is just one digital marketing discipline and in a recent blog we wrote about how digital marketing is actually much more than just online marketing.
As a newbie to digital marketing, you would be forgiven for creating a campaign that targets everyone. But one of the most important things to consider when you start planning a campaign is how you can segment your audience into relevant groups and create messages (content) that will appeal to that group.
One of the biggest factors that shapes the likes and dislikes of the audience is their age group so it’s advisable to understand generational marketing.
The Living Generations and Their Partialities
Right now, there are six living generations in the Western World. Here’s a brief overview of all of these and their inclinations towards certain media.
Born from 1901-1926.
Born from 1927-1945
Born from 1946-1964. This generation isn’t very techno, but a lot of them do use Facebook. They love going deep into the news, and they are most interested in weather and local news. Active from 5am-afternoon, this generation can be reached through Facebook, online content, slow videos, emails and discounted coupons.
Born from 1965-1980. This is the tiniest living generation. They are more techno junkies than baby boomers and are quite active on social media, with Facebook being their top preference. The majority of them are interested in the news, but not all of them like to go deep into it. They also prefer weather and local politics news the most. Most active from 8pm-midnight, this generation can be reached through Facebook, digital video, email, twitter, and blogs.
Generation Y or Millennials
Born from 1981-1999. This is the most responsive generation when it comes to digital marketing. The majority of them actively use all the prevalent social media platforms. A lot of them are interested in the recent news, but they don’t like to go deep into it. Active during the late afternoon, this generation can be reached through social media, mobile marketing, video marketing and user-generated content.
Born in 2000 and later, this generation will take an important place in a few years to come. They are mostly young teens who are deep into social media and all the trendy apps – many of which haven’t hit the mainstream yet. They are also active in the late afternoon and can be reached through social media, quizzes, brief videos, memes and imagery.
Check out more peculiarities of reaching different audiences in the infographic made by HandMadeWritings. (Note this is based on data from the US, but is still generally applicable for the Western World including the UK).