Developing a strong marketing strategy is key to the success of any business. You probably already know this.
However, it’s easy to forget that marketing campaigns need to be tailored to different audiences. The content Boomers respond to may not be the same as the content Millennials and Gen Z respond to.
That’s not just an assumption, either. Surveys and studies consistently reveal that younger consumers have different preferences than those of consumers from other generations. If you’re trying to develop a marketing campaign that resonates with them, keep the following tips in mind:
Leverage Email Marketing
Some digital marketers make the mistake of dismissing email as an “old” channel that can’t deliver the results it used to. While this is an understandable assumption to make, it doesn’t reflect the truth. Surveys indicate email is still very popular with Millennials, and popular enough with Gen Z to be worth prioritizing. Remember this when determining how to allocate your marketing budget.
Personalize Your Approach
Innovations such as machine learning have made it easier than ever for brands to collect information about their overall customer base, as well as their individual customers. This has in turn made it easier to develop personalized marketing content.
The result? Now younger consumers expect personalization. They don’t want to be treated as data points in a target audience. They want to feel brands know and understand them. Thus, you should consistently look for ways to collect customer information and develop marketing content accordingly.
Have a Message
Surveys also reveal that Millennials and Gen Z’ers are more likely to favor brands that prioritize sustainability and demonstrate a social conscience. Knowing this, it’s important to identify how your company can not only be socially responsible, but also promote your social responsibility via marketing content.
Optimize for Mobile
Digital marketing content should always be optimized to appear clearly and load consistently on mobile devices. As mobile device ownership rises across the globe, this is important in general, but it’s particularly crucial to keep in mind when marketing to younger consumers. Many of them have simply grown up with this technology.
Growing up with mobile tech and the Internet has also made Millennials and Gen Z’ers expect a greater degree of convenience from brands than ever before. Just consider the example of meal delivery apps. Instead of calling a restaurant to place an order, today’s younger consumers are used to efficiently placing an order with the touch of a button.
That means you need to highlight the convenience your products or services offer if you want to make the right impression with your marketing campaigns. After all, odds are good there are other brands in your niche vying for the attention of these customers. You can stand out in the crowd by letting them know why you offer greater convenience than others.
Of course, it’s always important to research these topics frequently. The main point to remember is that consumer preferences change over time. When you apply tips like these and stay on top of those changes, you’re far more likely to develop the strongest possible marketing campaigns for your business.