AUDIENCE MARKETING

REACHING CONSUMERS ONLINE ACROSS GENERATIONS

TABLE OF CONTENTS

003 Introduction: Reach the Right Audience004 Profile:SilentGeneration006 Profile:BabyBoomers008 Profile:GenerationX010 Profile:Millennials012 Profile:GenerationZ014 Tactics:ReachtheRightAudience 017 Action:PartnerwithMarketingExpertsforBetterTargeting 018 Sources

003INTRODUCTION | REACHTHERIGHTAUDIENCE

Formarketingtobeeffective,itneedstoreachtherightaudience,andreachisn’tjustamatterofselectingtherightmarketingtactics.Beforeyoucanlaunchanymarketingstrategy,youneedtoknowwhotherightaudienceisandunderstanditsmanysegmentsandsubsets.

Onewaytodefineyouraudienceisgen-erationally.While it is abroad-stroke approach,thereismeritandvalueinlooking athowgenerationsrespondtomarketing, particularlyas it relatestotheirdigital experiences.FromtheSilentGenerationto Millennials,lookingatcommontraitswithinthesegroupscanmakeyourmarketingstrategymoreeffective.Andwiththeshiftfromprintandtelevisiontointernet-connectedscreensandtheever-changingdigitallandscape, tailoredmessagingand timely tactics aremoreimportantthanever.

Ifyouwanttogetthemostoutofyour marketingbudget,it’svitalthatyouwork tounderstandhowdifferentgenerationsofconsumersaffectthemarketplaceandhowthecharacteristicsofeachgroupwillimpactyourmarketingstrategy.Inthiswhitepaper,wewillprovideanoverviewofeachgenerationofconsumersanddiscusshowyoucanbestreachtheminyourdigitalmarketingcampaigns.

PROFILE|SILENTGENERATION 004

TheSilentGenerationarethosewhowerebornbefore1946.Currently,thisisthesmallestgeneration,makingupabout6%ofadultsintheworldtoday.Knownas“theLuckyFew,”individualsinthisgenerationwerebornduringWorldWarIIandtheGreatDepression,butbecameadultsduringthe1950sand60swhentheycouldenjoymoreprosperity.Thisgenerationworkedduringatimewithhighemploymentratesandleftthejobmarketbe-foretherecessionhit,leavingtheminamorecomfortablepositionthanthegenerationsthatcamebeforeandafterthem.

SILENT GENERATION

PROFILE:

005PROFILE|SILENTGENERATION

KEY TRAITSHaving grown up and matured at a unique time in U.S. history, the Silent Generation has some key traits that local and large businesses should keep in mind when developing their marketing strategy and tactics.

BUT THEY STILL GO ONLINEThoughmanybusinessesmayassumethattheSilentGenerationisn’tinternetsavvy,theironlineuseisgrowing.Theseindividualsaremostinterestedinemailandsearchingforinformation,andtheirsocialmediausehastripledinthelastfewyears.

THEY STAY LOYAL TO BRANDS TheSilentGenerationhasadifferentrelationshipwithmoney,andtheytendtoliveonstricterbudgets.Withthisinmind,theyremainloyaltothebrandsandbusinessesthattheylove.

THEY’RE LESS DIVERSETheSilentGenerationintheU.S.islessdiversethanlatergenerations:78%arewhite,8%areHispanic,8%areblack,and5%areAsianorother.

THEY LIKE TO GIVE GIFTSThisisagenerationofgiftgivers.Whenitcomestogiftpurchases,theyoutspendyoungershoppersatasignificantrate.

THEY LIKE TRADITIONAL MEDIA Whenitcomestoinfluencingpurchases,traditionalmedialikenewspapershavemoreinfluencethandigitalplatforms.Directmail,in-storeadvertising,andTVadscanalsohelpreachthispopulation.

MARKETING RESPONSE

If you are trying to reach individuals in the Silent Generation, it is essential that you focus on traditional media like direct mail and TV ads, as these are more likely to influence their purchasing decisions. Though this generation is less likely to go online, there are still steps that local businesses can take to make sure that they are doing all they can to reach out to the Silent Generation online in the digital space.

PROFILE|BABYBOOMERS 006

BabyBoomersarethosebornbetween1946and1965.AccordingtoPewResearch,thereare74.9millionBabyBoomers,ages51to 69intheU.S.asof2016.Thisisagenerationwithmoneytoburn.Infact,accordingtoNielsen,Boomersmakeup70%ofthenation’sdisposableincomeandaccountfor$230 billioninsalesofconsumerpackagedgoods.Nottomentiontheywillalsoinheritabout$15trillioninthenext20years.Withsomanyindividualsbelongingtothisgeneration, thereisgreatvarietyintheirlifestyles.

BABY BOOMERS

PROFILE:

007PROFILE|BABYBOOMERS

KEY TRAITSThe Baby-Boom generation is difficult to ignore, especially with their ever-growing buying power. However, with such a diverse group of people, it’s important for business owners to understand their key traits before trying to reach them.

THEY’VE GOT MONEY TO SPEND Rightnow,Boomersrepresentmorethanhalfofthenation’swealth.Individualsinthisgenerationspendmorethantheaveragecustomerinalmosteverycategory.

THEY’RE ONLINEThoughtheywerenotraisedinthedigitalage,Boomersarestillinterestedinstayingconnectedonline.Emailisoneofthemostpopularactivitiesforthisgeneration,buttheyalsoliketosearchforinformationandshoponline.

THEIR LIFESTYLES VARY Withagenerationthislarge,itshouldcomeasnosurprisethattherearesomedifferencesbetweenthem.SomeBoomersareretiredemptynesterswhileothersaregrandparents.Somemayremainsinglewhileothersaremarriedandlivingwithmultiplegenerationsinonehome.Andsomemayoverlapacrossthesedescriptions.

THEY CONTINUE TO CHANGE TRADITIONSThoughitmaybedifficulttolumpallBabyBoomerstogethergiventhelargegroupthatmakesupthispopulation,itissafetosaythattheychangedtraditionsandperceptionsfrompreviousgenerations,rejectingthefamiliarpatternleftbytheSilentGeneration.

THEY’RE WORKING LONGERAlargenumberofBoomersarechoosingtoworkpastthestandardretirementage.Thisallowsthemtostayactive,makeadifferenceintheirindustry,andevenpotentiallyincreasetheirretirementincome.

MARKETING RESPONSE

Baby Boomers respond to a variety of messaging. The top three types of media that work to influence this generation are television ads, newspapers (both print and digital), and direct mail. However, with such a diverse generation that is also fond of the internet, it is important to pair traditional marketing channels with digital marketing tactics, such as email marketing and SEO-driven content, to maximize your marketing campaign results.

PROFILE|GENERATIONX 008

GenerationXismadeupofindividualswhowerebornbetween1965and1980.Knowntomanyinthemarketingworldas“theforgot-tengeneration,”theseindividualsareoftenoverlookedbybusinessesbecausetheyarenotaslargeasothergenerationalmarketsandoftennotasextroverted.However,accordingtoinsightsfromShullmanPulse,GenerationXhasmorespendingpowerthananyothergenerationwith31%oftotalincomedollars.

GENERATION X

PROFILE:

009PROFILE|GENERATIONX

KEY TRAITSThough Generation X may often be forgotten by businesses who are more focused on Boomers or Millennials, this generation has money to spend—targeting these consumers can help give you a competitive edge. Here’s what you need to know about Generation X consumers.

THEY ARE TECH-SAVVY ThoughGenXersarelesslikelytomultitaskthantheiryoungercounterparts,theyarejustasconnectedtotheinternet.Asthefirstgenerationtoembracetechnology,theyaremoretech-savvythanpreviousgenerations.

THEY’RE BIG, BUT FRUGAL SPENDERS Theseconsumersareintheirpeakearningandbuyingyearsandhavebecomethemostaffluentgeneration.However,theyweremostimpactedbytherecession,sotheyhavedebttocontendwith.Becauseofthis,theytendtobemorepragmaticandfrugal.

THEY AIM FOR WORK-LIFE BALANCEThisgenerationisattheagewheretheyareestablishedintheircareers.AgreatnumberofGenXersarealsomarriedwithchildren.Manyoftheseconsumersarefocusedonfindingwaystobalancetheirworkandhomeobligations.

THEY’RE MINDFUL OF OTHERSOneofthemostinterestingcharacteristicsofthisgenerationisitsreputationforbeingconsiderateandindependent.Theyaremindfulofwhatothersthinkwhilealsobeingself-reliant.

MARKETING RESPONSE

When it comes to reaching Gen Xers, it’s important to develop an integrated approach to marketing. These consumers appreciate traditional media vehicles like television and newspaper, but also respond well to more contemporary digital channels like email and social media. The best way to optimize your Gen X marketing strategy is by pairing traditional marketing channels with digital marketing tactics for maximum effect.

PROFILE|MILLENNIALS 010

ThoseintheMillennialgenerationwerebornbetween1981and1995,andtheyare currentlythelargestgeneration,surpassingBabyBoomersin2016.Thoughthisgenerationcanbedifficulttoreach,theyareanimportantgenerationforbusinessestotarget.By2025,Millennialsareestimatedtohaveover$8trillionworthofannualnetincome,makingthemaforcetobereckonedwithwhenitcomestolocalbusinessmarketing.Millennialsareverydifferentthanpreviousgenerations,andit’simportanttounderstandwhatmakesthemtickifyouwanttoreachthisinfluentialgeneration.

MILLENNIALSPROFILE:

011PROFILE|MILLENNIALS

KEY TRAITSThere is no question that Millennials have powerful impacts on the marketplace. Here are some important things to keep in mind when trying to understand the millennial generation.

THEY’RE PHILANTHROPICALLY DRIVEN Millennialsareinterestedinsociallyconsciouscompaniesandcharitableefforts.Infact,they’remorelikelytobuyaproductifsomeoftheproceedsgotocharity.

THEY TUNE OUT MARKETING Growingupintheageoftheinternet,Millennialsaremoreawareofmarketingandmessaging,whichtheyarelikelytotuneout.Thismakesthemhardertoreachthanothergenerations.

THEY’RE DIVERSEThispopulationismorediversethanothergenerations.Only57%Millennialsarewhite,withHispanicsmakingupthemajorityoftheremainingpopulation.

THEY’RE WELL EDUCATEDOfalltheyoungadultsinAmericanhistory,theMillennialsarethebest-educatedgroup.Fortheseindividuals,thereisagreaterconnectionbetweeneducationandeconomicsuccess.

THEY STAY CONNECTEDMillennialshatethethoughtofmissingoutonanexcitingexperience,whichdrivesthemtoattendevents,engagewithothers,andopenlysharetheirexperiences.

THEY PREFER EXPERIENCES Millennialsarelessmaterialisticthanothergenerations.Instead,theyfocusonenjoyingexperienceslikeeventsorotherlifeexperienceswheretheycanfocusonthepresent.

MARKETING RESPONSE

As digital natives, Millennials spend a lot of time online. The average millennial will consume about 18 hours of media each day, and many also engage in social media on a regular basis. There is no doubt that if you want to reach Millennials, you’ll have to put your efforts into digital marketing strategies that provide an interactive and meaningful experience that goes beyond just pure marketing messaging.

PROFILE|GENERATIONZ 012

Thosewhowerebornafter1995areknownasGenerationZ.ThoughtheymaysharesomeofthesamecharacteristicsofMillennials,theyareinmanywaysdifferentthanthispreviousgeneration.AllofGenerationZhasgrownupinthedigitalage,makingthemoneofthesavviestwhenitcomestodigitalmediaandplatforms.Asthisgenerationcontinuestogrow,theywillhaveincreasedimpactsonthemarketplaceandhowlocalbusinessesreachtheircustomers.Thoughthey’renotbigspendersyet,theydoinfluencetheirparents’purchasingdecisions.

GENERATION Z

PROFILE:

013PROFILE|GENERATIONZ

KEY TRAITSAt first glance, Generation Z may seem to share some of the same characteristics as Millennials. However, they have certainly differentiated themselves in many ways. Here are just a few things to consider when trying to understand Generation Z consumers.

THEY HAVE DIFFERENT SOCIAL MEDIA PREFERENCES ThoughGenerationZstaysconnectedwithothersthroughsocialmedia,theirpreferencesaredifferentthanpreviousgenerations.RatherthanspendingtheirtimeonFacebook,theyoptforplatformssuchasSnapchatandInstagram.

THEY STAY IN-THE-KNOW Growingupinthedigitalage,GenerationZ-ersareadeptatself-education.Theyareabletofindtheinformationtheyneedwitheaseandarecomfortablewithdigitaleducationplatformsandcollaboration.

THEY ARE REALISTSThisgenerationcameofageinapost-9/11world,andtheyhavebecomeaccustomedtouncertaintyandrecessionwhilealsoembracingdiversityandshiftinggenderroles.

THEY’RE MULTITASKERSGenerationZisagenerationofmultitaskers.Itisnotuncommontoseeindividualsinthisgenerationworkingandcommunicatingviamultipledevicesatonce.

MARKETING RESPONSE

Generation Z grew up in the digital age, so if you want to reach them, you’ll have to step up your game when it comes to digital marketing. As part of the most tech-savvy generation, these individuals are adept at online research and love to connect with others on social media. However, because their social media preferences differ from the Millennials, you’ll have to create a more strategic and specific plan to differentiate your Generation Z marketing.

014TACTICS|REACHINGAUDIENCESWITHDIGITAL

REACHING AUDIENCES WITH DIGITALThere’snoonetacticthatworksacrossallgenerations,and,eveniftherewere,themessagingthatworksforMillennialsmaynotresonatewiththeSilentGeneration.Yourdigitalmediamixwilllikelyhavetobeasdiverseasyourcustomerbase.Youmayalsowanttopairthesetacticswithsomeofthemoremassofflinechannels,suchasprint,broadcast,andradiotocreateacomprehensiveandintegratedcommunicationsstrategy. Thegoodnewsis,digitaladvertisingallowsforprecisionwhenitcomestoaudiencetargeting,ensuringtherightmessagereachestherightconsumers.Hereisabrieflookatsomepopulardigitalformats.

TACTICS|REACHINGAUDIENCESWITHDIGITAL 015

DISPLAY Theonlineequivalentofprintadswiththeadvantageofdrivingdirectwebsitetraffic.Thisformatworkswellforcreatingbrandawareness.DisplayadsaremorelikelytoresonatewithBabyBoomersandtheSilentGeneration.

MOBILEFromsmartphonestotablets,theinternetisnolongertetheredtohomesandoffices.Mobileadvertisingreachesconsumersanywhere,anytime.ThoughGenXersandMillennialsarethemostlikelygroupstorespondtothesemessages,69%ofBoomersownasmartphone.

HIGH IMPACT Theseadunitsweredesignedtostandout,breakingthroughadblindnessandcompellinginteraction.Highimpactadexperiencesareengagingandreachconsumersacrossgenerations.Theseoutstandingformatscancapturetheattentionofhardertoreachaudiences.

DIGITAL VIDEO Videoadvertisingcanbeasconciseaspre-rollorasinvolvedasaDIYtutorial,andwhichapproachyoutakeshoulddependonyouraudience.Ifyou’retargetingSilentsandBoomers,commercialstylevideosmayworkwell.Butifyou’relookingtoinspireMillennialshoppers,acontentmarketingapproachwillplaybetter.

BRANDED CONTENT Acrossgenerations,consumersrespondwelltocontent.Infact,70%ofpeoplewouldratherlearnaboutproductsthroughcontentthantraditionaladvertising.Brandedcontent,alsoknownasnativeadvertising,givesyourbrandavoicewhileaddingvalueforcustomers.Theformatandtoneofyourcontentshouldbedrivenbythegenerationyou’retryingreach.

EMAILFromMillennialstotheSilentGeneration,everyoneischeckingtheiremail.Thekeytoemailmarketingsuccessisrelevance.Relevantemailsdeliver18timesmorerevenuethanboardermessages.So,it’simportanttotailoreverythingfromimagestoofferstoyouraudience.

SEARCH MARKETING Withthenamesofpopularsearchenginesnowusedasverbs,it’sclearthateveryoneusessearchtonavigatetheinternet.Andwhilesearchengineoptimization(SEO)cantakeyourwebsitealongwayuptheorganicrankings,thepay-per-click(PPC)powerhousecanensurethatyourmessageisontop.Thekeytospendingyourbudgeteffectivelyistargetingtherightaudiencewiththerightkeywordsandadcontent.

SOCIAL MEDIA NowthateventheSilentsarejoiningpopularnetworks,socialmediachannelscan’tbeignored.Thatsaid,thebestnetworksforreachingeachgenerationwillshiftfromonegenerationtothenext.

TACTICS|REACHINGAUDIENCESWITHDIGITAL 016

PARTNER WITH MARKETING EXPERTS FOR BETTER TARGETING

Understandinggenerationaldifferencescantakeyourtargetedmessagesalongway,but thereareotherconsiderationswhen it comes todefiningaudiences.Whenyou factor ingeographyandpsychographics, youcan start topinpointnuancesinbehaviorthatcaninspireconsumeraction.

Do you need help pinpointing your target audience and creating marketingcampaignsthatappealtotheirgeneration?Nooneknowsorunderstandslocalconsumersbetterthanwedo.Wehaveaccesstotrustedresearchandpowerfulinsightsthatwilltakeyourmarketingtothenextlevel.Ourteamwouldlovetopartnerwithyourbusinesstodevelopstrategicmarketingcampaignsthatwillhelpyouincreaseleadsandsales.

Our team is experienced in creating targetedmarketing campaigns for everyindustry.WehelphelplocalbusinesseslikeyoursreachtheirtargetmarketfromtheSilentGeneration toGenerationZand thesubsets inbetween.Usingouraccesstonationalinsightsandresources,wehelpyousurpassthecompetition.

Take your share.

313.222.2775 michigan.com

017ACTION|PARTNERWITHMARKETINGEXPERTSFORBETTERTARGETING

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018SOURCES|REACHINGAUDIENCESWITHDIGITAL