Many marketers think that there are no differences to marketing to the Generation X and Y demographics online, but there are tremendous differences that you must consider, if you attempt to market to either one of these groups. Keep in mind that these generations were born at different times of the web explosion, which has affected the way that they look at how advertising messages pertain to them.
Generation X refers to the generation that was born between 1965 and 1984; Generation Y refers to the generation that was born between 1985 to present. Generation X grew up during the time of Atari to the launch of the Web, unlike Generation Y, which never knew what it was like not to have the Internet as being a part of their life. Immediate access to news, entertainment, speaking to friends through social networks are second nature to Generation Y, unlike Generation X, which is a much more fragmented group, and still relies on print, as well as, online when it comes to social interaction and information access.
When trying to decide on marketing to Generation X, not only should you consider marketing narrowly, consider marketing broadly to this generation, since it is hard to pinpoint where most of this generation can be found. In terms of finding Generation Y, consider targeting your online campaigns narrowly to where this generation spends most of their time… on Social Networking, Gaming, and Environmental sites. Why Environmental? Generation Y has grown up being much more environmentally aware than the previous generations and are big activists, when it comes to participating in causes. If you need proof of it, check out Facebook’s Groups – ‘Causes’ section. The Causes section are some of the largest groups on the web. The participation is outstanding for such an young generation.
Make sure, when you do start putting together your marketing strategy, that you ‘not market’ to Generation Y…they can smell an unsympathetic campaign a mile away and will cause your brand-identity to suffer; unlike Generation X, which is more tolerant of marketing efforts to them. Generation X will gladly accept marketing messaging, as long as it pertains to them.