As we discussed last time, when creating your online marketing strategy it is essential to consider the generation you are marketing to and how they undertake the purchasing process. Last blog post we talked about marketing online to Baby Boomers but now we will consider how to market to Generation X.
Generation X is sometimes considered the neglected middle child; they are the smallest generation and take in those born between 1965 and 1980. This is the generation that is currently juggling mortgages, climbing the corporate ladders, raising children. They are a bit pessimistic about how they will be able to fund their retirement and they are busy, really, really busy. They spend a lot of time online – over 80% reportedly use social media. They do like to try and stick to their shopping lists but, in fact, make the most unplanned purchases while shopping. They still like an in-store experience but have fully embraced online shopping. They are typically on par with Millennials in terms of technology knowledge, usage and adoption.
Tips for marketing online to Generation X
Coupons and Discount Codes
Email marketing is still the best way to reach out to and build relationships with Gen Xers and they love a coupon or a discount code. And they access their email everywhere – work, home, on iPhones, desktops and tablets. Get their email address and you’re all set.
Do good
Generation X love an organic, ethically produced, sustainable, purpose-driven product. They are less likely to move with trends but they will buy a product or service that is seen to benefit society or the environment in some way.
Offer a break
As we said, this generation leads very busy lives so they love it when you offer to you them a break; holidays, a day spa, even just a break of a few hours or a break from the daily grind will be viewed positively.
Celebrate them
Because Generation Xers are using social media so much, there is a lot to draw on. Thanks to Facebook’s insane amount of targeting options, we can send ads to new mums, the newly engaged, for anniversaries, birthdays, and more. This is a great way to establish brand loyalty—you know what’s going on! —and make their busy lives a bit easier.
Direct Mail
You may not expect what seems to be an outdated form of marketing to work with this generation. But, 86% of this generation brings in the mail every day and 68% have used coupons they received in the mail. They are more likely to be receiving paper bills as opposed to electronic, and send birthday cards instead of email. The days of receiving Chinese take-out menus and newspapers of coupons in your mail box are not over!
Learn more about how to market online to Generation X by contacting the team at Website Design Centre today.
