Too often, even the most qualified, well-intentioned, and potentially most effective leader is often confused or overwhelmed by the necessary decision about how to pursue the best approach in their marketing and/or advertising efforts. There are so many variables involved, including campaign look, feel, approach, style, and content, to mention just a few. Perhaps the first thing one needs to understand is that there is no one-size-fits-all approach, as well as the need to avoid the temptation to overgeneralize one’s own assumptions, based on assumptions based on ethnicity, generation or age, socioeconomics, etc. The reality is that all marketing and/or advertising efforts must first analyze what precisely is the message that needs to be communicated and how best to do it. One must realize that while some prefer a medium, others do not even look at it, so the effort must be carefully designed and directed, after extensive review and consideration. Based on generation one, here they are 4 ways these efforts must be focused.
1. Those born in the postwar period: This generation is generally considered to include those born during or immediately after World War II or the Korean conflict. These people, who are currently between sixty and seventy years old, have witnessed an enormous amount of technological and/or social changes and evolutions. They have generally been involved in the technology of the day, but at the same time, they still use what we often call snail mail, as well as the telephone, and they are the main group still keeping up their reading of newspapers and magazines. So if you want to attract these people to your message, you need to use a combination of efforts, including traditional media and approaches, as well as providing the conveniences that technology offers. These people often prefer to call a toll-free number than just use the Internet, so pay attention to quality customer service.
two. Generation X: This has generally been described as including those born in the 1960s and 1970s, although some have pinpointed years more precisely between 1966 and 1976. While many in the boomer involved in terms of protest, social injustice, etc., this generation is often seen as more apathetic and often more narcissistic as well. Marketing to this group should address their desire for some kind of instant gratification, as well as provide details and hold their interest. Often considered the most challenging group to market to, as this group is beginning to transition into the most powerful economic bloc in this country, there is a need to use numerous approaches and linkages to further engage them. In general, this group relies more on text messages than email, uses a considerable amount of social media, and relies on the Internet to collect most of their information.
3. Generation Y (also known as Millennials): Born between 1977 and 1994, much of today’s marketing, especially for fashion items, entertainment, leisure items, etc., is directed at them. They rarely relate to the more traditional way of articulating or conveying a message, and typically focus on faster, more interactive, and more direct approaches. They have little or no recollection of using things like a travel agency, etc., and only go to the movies when they consider it to be some kind of special event. They are often considered the Youtube generation, and they often believe that Wikipedia it has the same detail and credibility as the encyclopedias that previous generations depended on. The publicity must catch them instantly, or they will turn it off, and they are often less involved with organized groups, etc.
Four. Generation Z: Those born after 1995 are generally more concerned about (green) environmental issues than any generation since the Baby Boomers. As buyers and buyers become more influential, marketers will need to modify their marketing to address their niche interests.
What group or groups are you trying to attract and/or influence? You must first determine this and then proceed with a well-targeted strategy to best impact them!
