Target audience is one of those terms that company owners tend to throw around when discussing marketing tactics, yet rarely take the time to understand what it fully entails. As your brand evolves, your target audience will naturally evolve right along with it. However, one of the most critical errors company owners make today is that they avoid marketing specifically to audience members of different generations.
But don’t worry, Gen Zers don’t bite. Plus, we’re here to fill you in on the industry’s top generation-focused marketing secrets.
Debunking Target Audience
Understanding your target audience may seem fairly simple; it’s the people who are most likely to buy your product, right? While this may be true, there is one major flaw with the practice of only targeting one specific group—the likelihood of bias. Without an experienced, professional marketing expert on your team who can determine your target audience with data-backed proof, company owners tend to promote their products and services to those they assume would be most likely to convert from viewer to buyer, or worse, those who seem easiest to market: their own generation.
The downfall? Aside from assumptions not always being accurate, consumers like to ensure they are making the right decision and will seek guidance from those in other generations, as well. For instance, a grandmother may ask her granddaughter’s opinion on a new face cream geared toward reducing fine lines and wrinkles, but if her granddaughter suggests another brand based on the results of an influencer she follows online, her grandmother will likely consider this alternative option over the initial product.
And yes. We understand how intimidating it can be to market directly to an audience you may have limited familiarity with, but this is one of many reasons a reputable marketing agency can be the secret ingredient your brand has been missing. As a boutique marketing agency, we’ve mastered the art of speaking the language of all generations. Today, we’re uncovering two widely different generations of consumers that many brands tend to avoid—Gen Z and Millennials.
The Gen Z and Millennial Consumer
Before there was Generation Z, those born between 1997 and 2012, there were Millennials, born between the years of 1981 and 1996. Today, Gen Zers are between the ages of 13-28 and are considered to be the first true digital natives, having grown up with advanced technology, including the internet and social media. Their predecessors, the Millennials, now between 29 and 44 years old, have vastly differing habits when it comes to internet usage and, more importantly, making a purchase.
Millennial Consumer Behavior
Millennials (also known as Gen Y) have shifted their focus from possessions to experiences in recent years, but this doesn’t mean they aren’t making purchases; it just means that their priorities have changed. Uncovering the true value of a service or product is the most important factor for those in this generation. Explore Millennial consumer behavior in today’s digital age:
- Online Shopping Experiences
Whether on a mobile device or a laptop, Millennials are opting for online shopping experiences vs. those found in-store. Convenience and efficiency are the name of the game, and Gen Y is the star player in online shopping. Add in a solid loyalty program backed by excellent customer service, and you’ll have gained a customer for life. - Brand Loyalty
As mentioned, the Millennial consumer can be your most loyal customer. If someone within this generation has chosen to purchase your product or service, they’ve already put in the hours of research on your brand. With hyper-focused, personalized marketing strategies, your customer retention will be unmatched (we’ll touch more on that topic later in this article). - Review-Focused
Whoever said “Don’t read the comments” never owned a business. Your customer reviews are invaluable pieces of direct feedback from your audience, so be sure to listen to them (Gen Y sure is). Millennials closely evaluate other customer reviews before making a purchase. One bad review could wreak havoc on your conversion rates among Gen Y consumers.
Gen Z Consumer Trends
Although Millennials are known to spend more money than Zoomers (Gen Z), this should not discourage companies from marketing this younger generation. Parents and grandparents often discover products and services through their children/grandchildren, who leverage entirely different avenues for product and service research. Gen Z doesn’t build brand loyalty through lengthy, educational ads. Instead, they’re drawn to quick, attention-grabbing posts, especially when posted on social media by an influencer they follow.
Only about one-third of Gen Z members report buying a product or service after seeing an ad on a streaming service. This isn’t to say that OTT and CTV advertisements aren’t valuable, but possessing the knowledge that this avenue is not best suited for a Gen Z audience allows you to plan your brand’s marketing strategy advantageously, keeping this type of advertisement focused on a Generation X or Y audience. Currently, the top three Gen Z consumer trends are:
- The Return of In-Store Shopping
According to Merkle, a large, data-driven agency, 81% of Gen Z prefer to make a purchase on-site, as opposed to online, especially for luxury items. - The Reign of Social Media & Digital Marketing
Before making their way into a brick-and-mortar store, Gen Z most frequently discovers a brand through Meta advertisements and accounts they follow on social media. - The Requirement of Simplified Checkout
Long lines in-store or complicated checkout processes online are the fastest way to lose a Gen Z consumer.
Gen Y vs. Gen Z: Social Media Marketing Strategies
It doesn’t take much investigating to reveal just how vast the gap is between Gen Y and Gen Z consumers. On one end of the spectrum, Gen Y most often discovers a brand through search engine research results and frequently completes a purchase online. On the other hand, Gen Z learns about a product or service while scrolling through social media feeds and makes their way to the nearest store to see the item in person and buy it there. The question is, which one should you tailor your marketing to?
BOTH.
Unlike OTT and CTV advertising, which often exclude the Gen Z audience altogether, social media marketing strategies must target a precise audience, since both Gen Z and Gen Y rely heavily on Internet-based research. Due to recent updates in search engine results, online tools such as Google and Bing now populate relevant social media posts to answer prompts. In fact, since this search engine shift, social media posts have quickly gained traction as one of the top digital touchpoints for companies seeking an organic boost in brand visibility.
Digital Touchpoints—The Cheat Code For Marketing All Generations
Think of digital touchpoints as iconic landmarks found on a map of a city. Not only are they useful for navigating a new, unfamiliar place, but they also enhance a customer’s overall experience by guiding them on a journey. Digital touchpoints can be:
- Social Media Posts
- Blog Entries
- Email Marketing Blasts
- Customer Portals
- Video Tutorials
- Client Testimonials
- Personalized Offers
- Geotargeting Advertisements, and more
However broad the term may be, digital touchpoints can be tailored to members of each generation based on their unique needs and buying behavior. Generation Y (Millennials) may be on the fence about a purchase when a customer testimonial pops up on their social news feed, eliminating hesitation and encouraging a sale. Meanwhile, a Zoomer (Gen Z) might receive a FLASH SALE text as they drive near a brick-and-mortar store they’ve been eyeing online.
The key is to step outside the ordinary box of thinking because, let’s face it, nothing about building a brand (or marketing a brand) is ordinary anymore. Moreover, one of the most effective strategies for targeting younger demographics is the combination of various avenues, both digital and traditional. Because, beyond marketing to the right audience, you must prioritize retaining your customers, too.
Bonus Point—Customer Retention
After all, what would be the point of putting in maximum effort to market various generations if it only resulted in a sale or two? As a company owner, your goal should be to retain as many customers as possible. Not only are you more likely to be successful advertising to existing customers (60%-70% higher success rate, to be exact), but the cost to attract new customers is exponentially higher than placing a spotlight on the ones you already have.
Like any healthy relationship, customers want to be seen and heard. Personalized offers, loyalty programs, and relatable social media posts are just a few specialized touchpoints you can implement in your marketing strategy. Always remember to maintain a clear understanding of your brand voice, as well as a distinct action plan for marketing various generational groups within your target audience. And as tempting as the desire is to put your name out there and market to the masses, keep in mind that the biggest conversion killer in a business is incohesive marketing.
In Conclusion
Generational gaps aren’t the only thing contributing to a complicated marketing strategy. Understanding how to market, what content to use, and when to post is just as important as knowing who you are marketing to. Despite the differences between Gen Y and Gen Z, digital touchpoints can be optimized to attract and convert customers of any generation, but first, you must know how.
Without a proper marketing strategy, companies can quickly lose the ability to tap into their brand voice, destroying two business essentials—customer trust and retention. Whether you own a brick-and-mortar storefront here in NJ or your business is digitally based, connect with a digital marketing agency NJ company owners trust. Let’s B Media is a full-service, boutique digital marketing agency, home to professionals highly experienced in:
- Website Design, Management, & Security
- Data-Based Target Audience Audits
- Social Media Strategizing
- Advertising & Geotargeting
- Content Creation
- Blog Posts
- Email Marketing, and more.
Still struggling to connect with the younger generation?
Connect with a member of the Let’s B Media team today and watch your audience engagement soar.