Understanding which generations respond to a certain medium helps businesses market to different generations. IF you read our previous post on marketing to different generations, you learned what types of media Baby Boomers and Generation Xers respond to the most. In this post, we cover Millenials and Generation Z.
The Millennial generation was born between 1981 and 1996, and is currently the largest generation, with 80 billion people having $170 million in purchasing power. Yet Millennials are also considered the hardest generation to market to by many businesses, as they were the first generation to completely adopt the internet, giving them both a shorter attention span and the desire for a more personalized experience from advertisers.
However, studies show 81% of Millennials are still influenced by advertising. Unlike older generations, Millennials are still finding their brand preferences. Once they discover brands they like, they are extremely loyal.
Despite being portrayed as constantly online, research shows Millennials are more likely to be influenced by traditional advertising than online means. 64% say they trust TV and print advertising, compared to just 51% for ads found on social media.
Not only does TV watching make up 66% of Millennials’ viewing habits, but 43% also say they have made a purchase based on something they saw advertised on television. 82% of Millennials are also more apt to pay attention to direct mail. And since Millennials love receiving free stuff, direct mail coupons would be extremely beneficial in getting their business.
Born between 1997 and 2012, Generation Z is the newest, and therefore the youngest generation. Out of all the generations, advertisers know Generation Z the least. But they are already aware of a few things, like the fact that Generation Z is beginning to enter the workplace, or that they will account for 40% of consumers by the year 2020.
Therefore, advertisers would do well to begin to look into the best way to reach them today. However, businesses often wonder if it’s even possible to market them without going online. Yet is a truth is a bit more complex.
While it’s true that Generation Z has never known a world without the internet, it doesn’t necessarily mean they want to see their ads there. Most feel their online activity and ads should be separate, which is why 70% use ad blockers. And since most can skip TV ads (or just avoid them altogether), how can advertisers get through to them?
The answer is rather surprising: Out of Home advertising. Generation Z views OOH ads as less invasive than other forms of marketing. And since 98% are more likely to visit brick and mortar stores, their chances of seeing these ads are higher. Plus, with this generation’s propensity for visual stimulation and quick bites of information, today’s digital OOH ads are a perfect way to provide intriguing content in a truncated fashion. No wonder 84% of Generation Z members pay attention to Out of Home advertising.
No matter which age group is being targeted, businesses can use these tips to achieve exceptional results. And there are also tools that can be effective across the board, such as utilizing a strong call-to-action like an unforgettable vanity number, or using call tracking data to formulate marketing strategies that are even more successful. Knowing how best to appeal to each generation is a powerful weapon for any advertiser to have in their arsenal.