Grasping Generational Marketing

When developing a marketing strategy, age and generation are factors that need to be considered. Terms like “Millennials,” and “Baby Boomers” are thrown around, but what do they actually mean? How can businesses make sure they are targeting all the demographics effectively? Which generations respond best to telephone calls, who is most likely to shop in-store, or get hooked because your product is eco-friendly? Knowing what makes each generation tick when it comes to product research, purchase decisions, and brand loyalty is key to generational marketing. We will look at the era in which each group was raised and how this informs their current buying strategies; discuss what motivates or frustrates the different generations and outline best practices for incorporating generational marketing into your overall strategy.

*Instructor: Lani Lott