Customer acquisition is a challenge all marketers face. We try to capture attention with content marketing and cultivate leads through email campaigns, hoping they’ll eventually choose our product. It’s even more challenging when targeting diverse demographics—a middle-aged individual unfamiliar with digital marketing will likely respond differently to a Facebook ad compared to a tech-savvy young adult.

As a millennial, I can always tell when brands are targeting me online—the trendy branding and slightly ironic tone are a dead giveaway! But how can brands ensure they reach all demographics effectively? Which generations are most receptive to phone calls, prefer in-store shopping, or are drawn to eco-friendly products? Don’t worry, I’ve got you covered.

This post will explore effective online marketing strategies for three key generational demographics. But first, let’s define our terms. Short on time? Download our (free!) All-Star Playbook to Online Advertising for later.

Generational Marketing: A Primer

Generational marketing tailors communication strategies based on generational segmentation. According to Wikipedia, a generation is defined as “a group of individuals born within a specific timeframe (up to 15 years), sharing similar ages, life stages, and influences from a particular period (events, trends, and developments).” Now, let’s dive into generational marketing strategies. Looking to connect with Gen Z? We’ve got you covered with these Gen Z characteristics and stats and these Gen Z marketing strategies.

Marketing to Baby Boomers

Understanding Baby Boomers

This generation still uses voicemail! Born between 1946 and 1964, Baby Boomers grew up during the post-WWII era of the American dream. While they’re becoming more tech-savvy thanks to younger generations, adoption is gradual. According to Pew Research, by 2014, 65% of adults aged 50-64 used social networking sites, primarily Facebook, to reconnect with old friends. Boomers might not fully grasp Facebook remarketing ads but are receptive to direct marketing; they appreciate personal interaction. They hold significant consumer power, spending the most per shopping trip. As they reach retirement, they’re more likely to indulge in non-essential items. Surprisingly, they’re also big spenders on technology, from premium cable to the latest smartphones.

5 Tips for Reaching Baby Boomers

1. Leverage Brand Loyalty

My observation of my Boomer-aged aunts and uncles highlights their brand loyalty. When my uncle heard rumors of his favorite deodorant changing its formula, he stocked up for life! Similarly, my aunts hoard their favorite wines. If you can demonstrate product quality and longevity, you’re likely to gain loyal Boomer customers.

2. Upselling is Key

Capitalize on Baby Boomers’ spending habits through upselling, particularly for entertainment, wine, and prescription medications (it’s true!). They appreciate understanding a service’s value without feeling pressured. A gentle suggestion to add extra storage for a small monthly fee can be effective. According to Pro salesman Jeffery Gitomer, upselling strengthens customer relationships and is easier than acquiring new customers!

3. Cash-Back Appeals

Cash-back programs work well with Boomers because they’re accustomed to spending consistently in certain places. Credit cards are a prime example! 48% of baby Boomers already rely on credit cards, and would rather spend more than miss out on rewards. Many Boomers I know love American Express for its reward points on big purchases, which they might use for travel or gifts.

4. Stick to What Works

Traditional marketing resonates with Boomers. They prefer speaking to a real person before making a purchase (avoid dinnertime calls!). Intrusive marketing tactics are unwelcome, but traditional television and newspaper ads are effective! While they use social media to reconnect with friends, they’re more likely to find Facebook ads spammy. Don’t expect them to read lengthy blog posts; Baby Boomers report that the articles they like the most are only 300 words. Unsurprisingly, they’re less likely to make purchases on smartphones—consider your mobile checkout experience. Could your grandmother navigate it easily?

5. Skip the Discounts

Many Baby Boomers are enjoying retirement, a well-deserved reward for years of hard work. According to the AARP, US adults over 50 spend $3.2 trillion annually and hold $15 trillion in financial assets—more than the GDP of countries like Italy, Russia, the UK, and France! This demographic accounts for 50% of consumer spending, yet marketers allocate only 10% of their budgets to them. Capitalize on this opportunity! Market full-priced, premium products to Boomers. They’re more likely to splurge on themselves in retirement.

Marketing to Generation X

Understanding Generation X

Often overlooked, Gen X, born between 1965 and 1980, bridges the gap between Millennials and Baby Boomers. They’re juggling childcare, homeownership, and peak career demands. Imagine a 40-year-old who witnessed the rise of MTV, experienced the first Bush era, and is now raising kids while working in renewable energy. This generation, marked by the transition from analog to digital, is more pessimistic about retirement savings. Gen Xers are busy! They’re raising families, managing mortgages and tuition, and working long hours. However, they’re also online—more than 80% of this generation reports that they’re active on Facebook, MySpace (remember that?), and Twitter. Their technology adoption aligns more with Millennials than Boomers. They’re also known for their political loyalty and are considered the most list-oriented shoppers who also make the most unplanned purchases. They represent a true hybrid in marketing terms; while comfortable with online shopping, they still appreciate the in-store experience.

5 Tips for Reaching Generation X

1. Coupons are King

Having entered the workforce during economic uncertainty, Gen Xers are cautious about retirement. They’re saving for college, homes, businesses, and their later years—which makes coupons highly appealing. Personally, I think Blue Apron and Plated excel at this, offering products that simplify Gen Xers’ lives. While seemingly outdated, email marketing remains effective for Generation X. Constantly connected to Outlook for work and family, they’re receptive to retail emails. Moreover, they access email across devices—at work, home, on tablets, iPhones, and desktops.

2. Embrace Ethical Branding

Similar to Millennials, Gen X responds well to socially responsible brands. They’re less swayed by fleeting trends and are drawn to products and services that benefit society or the environment. Toms shoes exemplifies this—despite not being the most stylish, their “one for one” message resonated deeply. Pinterest and Facebook are great platforms to promote such branding.

3. Implement Lifestyle Nurture Programs

Gen X’s active social media presence offers valuable insights for marketers. Facebook’s extensive targeting options allow us to tailor ads for new parents, anniversaries, birthdays, and more. Companies like Petco offer regular home deliveries of essentials, ensuring pet owners never run out. Babies R Us and Toys R Us have excellent email programs that provide expectant mothers with monthly updates and age-appropriate toy suggestions after birth. These programs foster customer loyalty by understanding and simplifying their busy lives.

4. Offer Relaxation and Escapism

Despite their reputation as savers, Gen Xers also value experiences. About two-thirds of those with household incomes of $250,000 or more and half of those earning less plan on taking a vacation in the next 12 months. This presents a significant opportunity across industries. Even if your product or service isn’t directly related to travel, consider running sweepstakes. Highlight how you can provide peace of mind while they’re away (security companies, take note) or offer vacation-related products. Since Gen X vacations are often family affairs involving significant planning and expense, winning them over through marketing can secure long-term customers.

5. Surprise: Direct Mail Works!

While seemingly outdated, direct mail can be surprisingly effective with Gen X. according to a study from InnoMedia, NuStats, and Vertis, 86% check their mail daily, and 68% have used coupons received this way. They’re more likely to receive paper bills and send physical birthday cards. Don’t underestimate the power of printed marketing materials!

Marketing to Millennials

Understanding Millennials

Gradually dominating the workforce and outnumbering Baby Boomers, Millennials, born between 1981 and 1999, came of age in the early 2000s. They’re the most discussed generation on social media and pop culture, and our blog is no exception! Entering the workforce during an economic downturn, they’re the largest generation of entrepreneurs. Known for their idealism, they prioritize social issues over financial gain. According to the Brookings Institute, 64% would rather earn $40,000 at a fulfilling job than $100,000 at a boring one. However, Millennials wield significant economic influence! With $200B in annual buying power, marketers are exploring new ways to engage them. They shop in-store less frequently (I get it, I just went grocery shopping after a month) but spend significantly when they do. Highly responsive to online shopping, peer recommendations, and convenience, they’re reshaping marketing by ignoring traditional tactics. They choose restaurants based on Instagram photos, find hairstylists on Facebook, and order groceries online based on friend’s suggestions.

1. Highlight Innovation

Millennials are drawn to novelty. While comedies parody trendy cafes and restaurants gaining popularity through social media, Millennials are the ones driving their success! Look at Apple—Steve Jobs’ revolutionary redesign of the traditional computer led to the Mac’s explosion. Even now, Millennials are 21.7% more likely to own a Mac computer and Millennials are captivated by each new iPhone release. Consider the online frenzy when Instagram adopted Snapchat’s disappearing content feature, or the popularity of online dating apps and photography drones. Marketing to Millennials requires showcasing fresh perspectives on common problems or tasks.

2. Reviews are Crucial

Millennials are changing the marketing landscape by rejecting traditional approaches. They rely heavily on peer reviews and online recommendations. Millennials like to talk and plan with their friends—68% report seeking trusted opinions before making major decisions, from choosing neighborhoods and finding apartments to planning first dates or starting businesses. Yelp has become an invaluable resource for businesses and customers alike, alongside TripAdvisor and Rotten Tomatoes. Ensuring positive online reviews and customer experiences is crucial for indirectly reaching this generation.

3. Leverage Social Media Incentives

To engage Millennials on social media, incorporate incentives into your marketing strategy. According to Yahoo, 63% are more likely to “check in” to businesses if it means receiving a coupon or discount, with 20% off being enough to motivate 50% to visit a store. That’s significant! Another approach is gating content or experiences behind social sharing, encouraging brand advocacy and generating leads.

4. Implement Rewards and Loyalty Programs

Chipotle’s loyalty program, if not for their unfortunate e. Coli incident, would have been a major hit. They tick all the boxes for Millennials: ethically sourced ingredients, vegetarian options, customizable yet fast food, and impactful advertising. According to the Harris Poll, 77% of Millennials either participate in or are open to loyalty programs, and 73% of smartphone users are keen on using mobile devices for such interactions. Starbucks, frozen yogurt chains like Red Mango, and Boloco are already seeing success with this approach.

5. Don’t Rule Out Radio

While seemingly old-fashioned, radio advertising can be surprisingly effective; perhaps video didn’t entirely kill the radio star, especially not the podcast star. 93% of millennials report listening to the radio for a combined total of approximately 11 hours per week. Millennials actually listen to more radio than Gen Xers or Baby Boomers, and podcasts are rivaling the popularity of streaming services like Netflix. My choice for website creation would likely be Square Space simply because they sponsor my favorite podcast. While I no longer listen to traditional radio due to commute changes, I can easily recall advertisements for local businesses. Moreover, supporting radio shows and podcasts through ad purchases benefits creators and keeps platforms like NPR alive!

Remember the Individual

It’s crucial to acknowledge that each generation comprises diverse individuals who won’t all respond uniformly. Don’t abandon other demographic targeting and segmentation strategies! These marketing tips are intended to provide a framework for effectively engaging your target generation.