Generational marketing is target marketing to specific generations such as Baby Boomers, Generation X’ers, Millenials, etc. These generations have always been thought to exhibit common traits and shared experiences, influences and beliefs which influence their buying decisions. This method of marketing has become somewhat outdated – the lines have blurred. For instance seniors over 65, a generation supposedly “technologically challenged” spend over $7 billion a year in online purchases.
Within generations there are various life stages that occur in different groups such as becoming new parents, couples with college bound children, empty nesters. blended families etc. When you are determining your target audience for marketing it is better to focus on life stages rather than generations. Identify the “buyer” you want to have and present your marketing specifically for them.
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