List the Types of Electronic Marketing You Would Use If You Were Trying to Target Members of the Baby Boomers, Gen X, Gen Y, and Gen Z
So more tech dependant marketing techniques may appeal more to the younger X-ers and miss the older sect all together. Even with their differences, some types of marketing works universally well across the generation and the need for proper tonality and an authentic message apply throughout. They’re not as conservative as their parents, but not as liberal as their kids. By now Gen X-ers are typically between 35 and 50, so you can actually get away with some older-fashioned marketing tactics, as well as incorporating new ones. First and foremost, be authentic. Don’t hide agendas or values from these folks. It means a lot to them if your company is transparent. Be forward with your intentions, no “smoke and mirrors.” Many Gen X members hold strong family values along with their desire for safety and security. If your message reflects these, you’ll have an easier time connecting. Show them you can be trusted and you can provide them a reliable service to build a relationship and referrals. Generation X has some issues with authority. Quite a few of them were “Latch-Key” kids, left to their own devices until the streetlights came on. Gen Xers grew up in a time when the economy was either rising or falling, when politicians were at the forefront of tabloid for scandals and their parents were losing their jobs.
Other important product areas include low fat/sugar/salt/cholesterol foods, recreational vehicles, second homes, new cars, travel services, and adult recreation education. Stress simplicity, convenience, accessibility, ease of use, service, and support as key product and service features. While this generation has a positive attitude toward shopping, marketers still need to be aware of enhancing their shopping experience. These traditionalists will be customers for life if you provide a quality product and give them what they want (Holstein, 2003).
If you can create a campaign that leverages key social networks accordingly while highlighting why your product is so instantly gratifying and useful, you might attract interest from both groups fairly quickly.
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Luck, E., and Mathews, S. (2010), “What Advertisers Need to Know about the iYGeneration: An Australian Perspective,” Journal of Promotion Management, 16(1/2), 134.
Zaslow, J. (2009), “The Greatest Generation (of Networkers),” Wall Street Journal, November 4, D.1.
Holstein (2003), “Marketers Crank It Up for a New Generation,” New York Times, Jan. 26, 3.6.