Nielsen and comScore tell us from their stats that advertisers look at all of us through a generational lens.
Coming from more than a decade in the television industry - both on-air and digital - I have long been taught to use information we know about what appeals to members of each of the four living generation in the US.
I have brought those learnings to my work as a consultant, despite a lack of dialogue about this approach in social media and general marketing circles.
This presentation was given 17th September 2010 at the Social Media Email Conference at the Hotel Nikko in San Francisco (#SMMSF).
1. Email for the
Generations
Social tactics to trigger responses from the Greatest
Generation, Baby Boomers, Generation X and Millennials
effectively.
Presented By Jennifer Lindsay
Jennifer Lindsay Digital and Host of The A-List
2. Defining Moments
There are four generational categories we can market to in
the US, largely defined by the ad industry
• Greatest Generation: born prior to 1946 (65-plus)
• Boomers: 1946-1964 (45-63)
• Generation X: 1965-1976 (33-44)
• Millennials: 1977-1994 (15-32)
4. Millennials
Characteristics Calls To Action
Expect real-time • Prefer to share via text and Twitter
communication, consider email
“slow” • Impulse buyers
Visually-oriented • Will share deals as well as event
information easily
Need immediate gratification • Internet or mobile coupons ideal
Share information they consider • Battery chargers and in-store WiFi
valuable easily entice
Friends = family • If you hit a sweet spot, and they’ll
create a video about something
Most likely brand advocates helpful or unusual
6. Generation X
Characteristics Calls To Action
Time considered a precious More than 80% of X-ers
commodity actively text or email friends
deals
Actively use Facebook,
MySpace and Twitter Deliver quick hit info and offers
Reduce pressure by offering
Shop and price-check online
little indulgences to make
Use email and text purchasing / engaging less
onerous
interchangeably
Communicate ways to keep
Self-reliant and individualistic kids engaged – and parents free
Mistrust institutions
8. Boomers
Characteristics Calls To Action
Make up one-third of those Reach one and you can reach their
entire follower base with product info
actively online and special offers
Regular online shoppers and big Cash-back savings programs
spenders Upsell! Areas of interest include:
Like spending recognition Prescription medications
Insurance
Comfortable with email Gifts for grandkids and kids
Twitter is an untapped outlet: Entertainment
Boomers increased Twitter use Travel
469% during 2009 Discount wines by the case
9. Optimizing For Boomers
Boomers are still vital and evolving even as they approach and
reach retirement age
The three basic life structures of Boomers: identity,
territoriality, and time
Boomers’ identity is essentially optimistic, meaning they have
a vitality which makes them survivors, if not thrivers
As Boomers age being close to home range becomes more
important
As people age, their nostalgic yearnings grow, making them
more receptive to and long for positive memories of the past
11. Greatest Generation
Characteristics Calls To Action
Value-oriented: Want to discuss Email and message boards are
areas of interest targeted channels to message about
senior discounts
Spend most of their online time
Messages need to be large enough
using email and message boards
to be seen
Baby Boomer children Special products addressing aging
influence adoption of issues and special packs for smaller
technology households are winners
Asking for more social features Message about ways you cater to
the more they are exposed to this age group, such as signage or
gadgets such as mobile phones on-shelf or on-cart magnifying
glasses
12. Commonalities: Media &
Meals
On average, the typical American consumes more than 35
hours of media per week across the three screens of TV,
Internet and mobile
Across the generations, people are turning to cookbooks, the
Internet and TV for recipe ideas and less expensive in-home
entertainment as budget-conserving options
Millennials are the most wired to the Internet, while
Generation X favors TV and the Greatest Generation reads
As smartphones redefine customer media interaction, they
present enormous potential for generating buzz around
products, delivering timely product info and coupon codes,
and building community through brand advocacy