Generation Z (1996 – 2010)
This is the newest generation of social media users. They have a short attention span, so prefer to keep things brief and relevant in order to have the biggest impact, yet still remain digitally savvy. They crave visual content as this will inspire and motivate them.
How would we market to Gen Z?
- Keep content short, positive and visually pleasing with opportunities to interact.
- More video-based content: Generation Z is a visual generation due to their short attention span.
- Be realistic, relatable and reliable: According to statistics, 50% of Gen Z will purchase a product based on reviews. As image manipulation and obvious sales talk can be easily detected and ignored, it is important for them to feel like they can trust the brand from another’s perspective. Similarly, offering visible results to increase their brand loyalty is an important technique in winning over Generation Z. If they have trust in the brand, they are less likely to stray.
- Authentic Experiences: Coming up with new, authentic ways to market to this generation. For example, Generation Z prefer having two-way conversations. This is so it can allow them to be direct and create a way for them to express and share their thoughts. This generation also crave more personalised interaction.
- Humanise your brand: A brand strategist Allen Olivio states that, “sustainability is about engagement, acquisition and intention, it’s about sculpting your brand based on human outcomes, because its humans that buy products and decisions.” Therefore, engaging with your consumers can go a long way with this generation. Humour is a great way of connecting. The younger generation tend to appreciate putting aside formal professionalism for a more human-like experience.
- Influencer Marketing: This new and unique marketing technique focuses on influential people rather than focusing on the target market as a whole. Focusing on marketing to influences such as YouTube gurus and bloggers, could potentially bring new customers due to their large following; as long as they have a sense of contextual credibility, a wide reach and salesmanship.
Which generation are you targeting?
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Millennial’s (Gen Y) (1977 – 1995)
The Millennial generation is the largest and currently the most influential on social media. They are avid smartphone users, engaging with their phones up to 150 times a day on average.
How would we market to Millennial’s?
- Social Media: Millennial’s are avid users of social media. Therefore, using platforms such as Instagram, Snapchat and Twitter will be a step in the right direction in reaching out to potential consumers.
- Be Accessible: Millennial’s expect to receive an immediate response on questions they may ask through social media. If they do not receive an immediate response, they will lose interest, meaning businesses could lose potential consumers.
- Tap Into Subjects They Care About: They are more vocal about these in comparison to other generations. It will grab their attention and connect them to the brand.
- Innovative Marketing Strategies: Developing newer marketing strategies can be a real hit with this generation. Innovative and digitally focused techniques to move away from the traditional ways of marketing could really appeal to Millennial’s.
- Collaboration: According to studies, 42% of Gen Y say they would like to be involved in the process of developing future products and services. Nowadays, Millennial’s want to feel a part of how products get created by feeling as though they can put forward ideas to the products and services. This, in turn, will allow marketers to build relationships with their consumers and challenging this generations creativity.
- Ratings and Reviews: They rely on these to make decisions about a company; therefore, the more positive reviews received, the more trust worthy your company will seem.
- Focus on Word of Mouth: According to research, if Millennial hear a recommendation, they are more likely to buy and try a product than from a printed ad.
- Be Transparent: In order to attract Millennial, sharing behind the scenes information about what your company is working on will definitely not go unnoticed. In fact, should attract them even more as it builds trust and creates a good relationship between consumer and company as Millennial love transparent organisations.
Which generation are you targeting?
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Generation X – (1965 – 1976)
Generation X are also known as “latch key children” and have the second largest disposable income after Baby Boomers. They particularly crave a variety of digital content, such as podcasts, and blog posts. Using many different marketing techniques will keep them engaged.
They are avid social media users and are said to spend more time on social media than millennial’s.
Gen Xers are known to be a busy generation, juggling child care, home-ownership, careers and anticipating retirement.
How would we market to Generation X?
- Email Marketing: Generation X are more likely to be constantly checking emails as most of them are linked with Outlook and can access their emails remotely. Even though email marketing doesn’t seem to be as popular nowadays, it is still a strong way of communication as Generation Xers are constantly signed in to Outlook through their phones, iPads and computers.
- Avoid polls and quizzes: Unlike Baby Boomers, Gen X do not like to give too much of their time; therefore, prefer quick and easy services.
- Video Content: Nearly 4 in 5 people in this generation download or watch videos every month; therefore, using more video-based content can go a long way with Generation X.
Authenticity: It’s important to always remain transparent and authentic and make sure to portray that within your product and services. Reliable services will build reputations and relationships with them a lot easier if businesses remain open and honest with consumers.
- Saving money: Studies state that 91% of Gen X have used coupons and discount codes in the last year. Similarly, 85.1% of Gen X say that they appreciate the benefits of using discount codes. Therefore, including promo codes within product and service sales will definitely increase the likeliness of product purchasing and customer satisfaction.
What generation are you targeting?
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ICP will be part of Henry Stewart’s 16th annual DAM Europe conference in London; the largest event dedicated to Digital Asset Management!
This event will include interactive panel sessions, workshops, roundtables and tutorials – all from the user’s perspective. A great opportunity in exchanging knowledge, creating long lasting business relationships and building your existing business network.
Panel: “Hype or Hope – Can Artificial Intelligence Help Power DAM User Adoption and Engagement?”
Thursday 28th June | 2:50pm
We will be hosting a panel session that will involve discussions around the AutoTagging of assets and user support services by using virtual assistants and chat-bots; specifically, how these features can merge with existing Asset Managers and Librarian roles within an organisation and its partners.
Meet Our Moderator:
Victor Lebon – ICP CEO, EMEA & APAC
Victor will be hosting this panel session of specialists who will present the ways that Artificial Intelligence is influencing the way Digital Asset Management systems are being used.
Maria Efstathiou, WW Business DAM Product Owner, Ubisoft Entertainment
Thomas Eusterholz, Co-founder, AI Integrations
Kristina Herz, Head of Digital Asset Management, Royal Horticultural Society
Romney Whitehead, Digital Content Specialist and DAM Consultant
Roundtable: What About My Day Job? | Thursday 28th June | 4:35pm
Building an effective DAM in an organisation takes more than one person as it can be challenging to manage the work load with current duties.
In order to tackle this issue, join us at our roundtable session with Victor Lebon to explore the following:
- What does a successful DAM team look like in terms of the structure and roles?
- Who else should be present in making your DAM successful?
- How can I do my day job along with all these other roles?
Book your place now and join us at this leading DAM conference by using our discount code ICP100 for an extra £100 discount!
“It’s been years since I was last able to attend a Henry Stewart event, and it’s great to see what I’ve been missing in the interim; amazing connections, new ideas and exciting new opportunities.”
Lisa Grimm, GSK
“Lots of great actionable information. I feel as though I’ve expedited our selection process with just what I’ve learnt in a few hours.”
Christy Dempster, Roche Diabetes Care
“Excellent presentation + workshops. Fun + interactive. Thank you so much.”
Karen McKenzie, BBC Worldwide
There are currently 4 generations within the cross hairs of marketers in the business world today; Baby Boomers, Generation X, Millennial’s (Generation Y) and Generation Z. With the numerous channels of communication existing nowadays, it can be difficult in finding the appropriate one for each generation.
So where do you begin when needing to narrow down your target audience and how can we ensure what marketing techniques are best?
This 4-part series will dive into each generation, understanding what commonly makes them tick and how to effectively market to them evaluating their lifestyles, habits and needs.
Baby Boomers (1946 – 1964)
Also known as the post WWII generation who seek self-realisation and self-fulfilment. They are the longest generation going; and therefore, prefer the more traditional media techniques.
Studies show that there are roughly 70 million people in the U.S who fall into this category, representing 28% of the population and making up roughly 40% of today’s market share.
How would we market to Baby Boomers?
- Be engaging and encouraging: It is important to engage with relevant content which offers information as they are very content heavy. For example, encouraging them to sign up to newsletters.
- Create more blog posts and videos: The Olapic survey found that this generation are interested in written and video content with 60% of Baby Boomers who read blogs and online articles and roughly 70% of them who watch videos online. This may be a surprise to some, however, important for marketers to note that even though this generation has a reputation of being traditional, they can also be tech savvy in their own way.
- Be interactive: Use interactive content such as quizzes and polls as this generation desire interaction and attention.
- Get personal: Baby boomers that enter retirement naturally have more time on their hands; meaning they long for personal interaction with companies to form relationships. This generation is also more vocal and opinionated, so it would make sense to ask them to get involved and to share their views.
- Take your time: Use much slower and informative video content to increase engagement with consumers. They do not appreciate a sense of urgency and want time to absorb the value of the product.