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Generational Marketing: How To Reach Boomers, Xers And Millennials

Dec 11, 2019

The silent generation, baby boomers, generation-X, generation-Y, xennials, millennials, generation-Z – no matter when you were born there’s a nifty little age-group you can be bundled into, but what does it mean for online marketers? Well, it turns out a lot. Understanding how different generations interact with technology is essential to any organisations marketing strategy, and right now there are three groups you need to tailor your campaigns to.
  • Baby Boomers
  • Generation-X
  • Millennials
But remember, don’t be too wordy! All generations agree 300 words is the sweet spot for article length - just like this one ;) Baby Boomers Aged 55+ They might be getting older, but this cashed up generation is surprisingly tech savvy: they watch Netflix, own smartphones, listen to podcasts, shop online, and use social media. Key facts:
  • 74% of Boomers own smartphones
  • One-in-four Boomers read a digital magazine
  • Half a million Boomers watch Netflix
  • One-fifth are heavy internet users, spending more than 20 hours online each week.
Generation-X Aged 35-54 Sandwiched between cashed up boomers and digital native millennials, Xers, are often forgotten – but this generation spends more time online than any other. Key facts:
  • Email marketing works, Xers are constantly checking email across devices.
  • Xers are the most likely to get news from websites or apps.
  • 70% of Xers will purchase from a brand they follow on social media.
  • Half of Xers use their phone to search for a better price when shopping at a retail store.
Millennials Aged 18-34 More and more millennials are entering the work force and as their buying power grows businesses are tailoring their message to them. Key facts:
  • Only 27% of millennials follow the news, compared with 46% of Xers, and 61% of Boomers.
  • Millennials are twice as likely as other generations to turn to social to communicate with a brand.
  • 38% of millennials follow brands on social media for entertainment value.
  • 90% of millennials research product reviews online before making a purchase.
A tailored approach across channels is necessary. You should know who you're talking to.

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