Market Segmentation:
Marketing to Different Age Groups
For your business’s marketing efforts to be successful, you can’t cast a wide net. Your marketing efforts must be targeted. The only way to do this successfully is through market segmentation.
Let’s talk about what marketing segmentation is and how you can use it to market to various age groups effectively.
What Exactly Is Market Segmentation?
The process of market segmentation is meant to divide your business’s audience into smaller, segmented groups based on similar characteristics.
This allows you to create highly targeted content to appeal to each of your audience segments. It also gives you the ability to take a more personalized approach to your marketing.
One of the key factors many organizations consider in market segmentation is the age of their target audience. This will change the channels you focus your marketing efforts on. For example, it could be the difference between focusing on Facebook advertising or using Snapchat.
Tips for Marketing to Different Age Groups
Age is one of the important considerations to make when segmenting your groups. There will be a difference in income, buying patterns, as well as interests and values. Whether you’re aiming for a younger crowd or Senior Living Marketing, segmentation will help you stand out.
Your market segments should be separated by generation. For example, millennials, baby boomers, and Gen X-ers. When marketing to these groups, keep the following tips in mind for success:
Millennial Marketing
Millennials are the largest living generation meaning they make up a large part of most brand’s target audience. For success in reaching this group, you’ll need a strategy that grabs their attention and keeps it.
They also don’t want a hard sell. They’re used to coming to the brands they decide to do business with. Building brand awareness is one of the best ways to stand out and get noticed. Blogging and being active on social media will allow you to educate your audience and engage with them.
A mobile-friendly site is also key here, as most of them are searching for brands from their smartphones.
Baby Boomer Marketing
Baby boomers are loyal to businesses that meet their needs. Their focus is on quality products and a high level of customer service. If you can provide both, this generation will stick around.
To appeal to this group, you’ll want to avoid slang in your marketing content. They are more likely to be on Facebook than other social media channels.
Baby boomers take their time to make a purchase, so implementing a lead nurturing strategy can help them on their buyer journey.
Generation X Marketing
This is the smallest generation, one that is reaching the peak of their careers. Gen Xers are a busy generation, with childcare and paying mortgages and college tuition.
When creating your Gen X marketing strategy, you’ll want to focus on social media channels like Facebook and Twitter. Similar to millennials, they are online a lot and are tech-savvy. Email marketing can also grab their attention, particularly when offering incentives.
Better Results with Market Segmentation
Now you know the differences between marketing to different age groups. The only way to get it right is with market segmentation. By creating a strategy that speaks to the different age groups, you’ll be better able to meet their needs.
