Generational Marketing: What the Heck Is It?
When it comes to a great marketing plan, it’s safe to say that there’s not a “one size fits all” approach. When Philosophy is in the beginning stages of crafting these types of plans with our clients, we’re often asked, “What about Millennials? How do we engage with them?” – while our clients don’t always realize it at the time, questions such as these are the tip of the iceberg when it comes to a little thing called “Generational Marketing,” a foundational component to any successful marketing plan.
Generational Marketing: When marketing tactics are created to appeal to a segmented audience according to its generational differences/consumer habits.
(Exactly how it sounds, right?)
For a little background, the target audience is one of the first things that should be determined before embarking on a robust marketing plan (the “WHO”) – but generational marketing will uncover how that target audience prefers to receive and consume information (the “HOW”). The WHO and the HOW help determine the WHAT – that is, what type of content you should create, based on the attitudes, interests and habits of your target audience (the “WHAT”).
Though a target audience can get more granular by the minute (ex. stay-at-home moms, individuals who exercise more than 4x per week, etc.), generational marketing is a great guiding light for those initial target audience insights – remember, it’s not about how many people you reach…but how they engage with your brand.
Unsure if your marketing plan is working? Philosophy can help! Contact us at firstname.lastname@example.org or call 303-394-2366.