There is a big difference between how companies market themselves to reach younger and older audiences. While younger audiences rely primarily on social media, older audiences can use other areas that can be a bit more difficult to access. According to Digital Information World, 97% of Gen Zers use social media daily, while 62% of Gen Xers still use newspapers.
Brands need to find a happy way to appeal to both audiences. Below, 12 members of the Forbes Communications Council share steps to closing the gap between younger and older generations.
1. Use a multi-channel approach
Audiences of all ages are on social media, and marketers need to take a multi-channel approach to their social strategy to ensure they're meeting older and younger consumers on the platforms they interact with the most. As new platforms enter the scene, brands need to maintain their presence on respected networks to reach large and diverse audiences. -Jamie Gilpin, Sprout Social, Inc.
2. Meet them wherever they are
Younger audiences tend to be easier to reach through digital and social media, while older generations may not frequent these venues. Sometimes you need to get creative with print or email campaigns to reach an older audience. However you reach your audience, be sure to tailor your message to what they are comfortable with. - Sarah Leroux, Peerless Products Inc
3. Use multimedia marketing
Developing customer personas and using cross-media marketing based on the customer's journey to purchase is essential. Finding out how customers from different walks of life interact with your marketing tactics can help you better reach those audiences. You can decide which channels you want to use, be it social platforms like Facebook or Instagram, websites, newsletters or blogs to name a few. -Sally Frykman, Velodyne Lidar, Inc.
4. Consider other demographic and psychographic factors
It's important to look at every marketing move through the crossover lens. Age matters, but marketers shouldn't treat it in isolation. There are many other interrelated demographic and psychographic factors that need to be considered before planning to reach a specific audience. Even if you're just targeting age, taking an all-encompassing approach is the best way to improve your range. - Alyssa Kopelman, Healthline Media
The Forbes Communications Board is an invitation-only community of leaders from successful public relations, media strategy, creative and advertising agencies. Am I right?
5. Implementation of reasons and objectives
Reasons and goals are good drivers of behavior. When your campaigns go beyond the functional and emotional needs of your target audience and address the impact of social and/or environmental issues, you have a better chance of engaging people of all ages who are interested and aligned with your business proposition. value. Thus, your businesses become economically, socially and ecologically sustainable. - Pablo Turletti, ROI Marketing Institute
6. Involve generations of loved ones
The “Silver Tsunami” is real, so marketers need to bridge the lingering generational gap by nurturing or motivating one generation through marketing campaigns to attract people close to the other. Marketing campaigns that reward young audiences for engaging their grandparents in a shared mission, challenge, and/or story are one way to achieve cross-generational reach. - Boaz Santiago, legally distant company, PLLC
7. Easy content creation
Create simple, easy-to-understand content, but don't be afraid to use instructions if necessary. Simple content is essential for any audience these days, especially when trying to target different age groups. Content should also be easily accessible. Whether it's video, written text, social media, or email, you want to make sure your audience has multiple touchpoints. Kimberly Drobney, Theater
8. Keep your marketing authentic
Keeping your marketing authentic is key to reaching your entire audience, and the best way to earn trust is through feelings and personal stories. Telling stories through your content can engage and engage audiences of all ages, especially if it's organic and resonates with your brand. Instead of trying to create content for an age group, try sharing stories that resonate with your audience. -Victoria Zielewski, Minkyte Group
9. Examine the data to create a baseline
Before trying to cover them all, it's important to look at the data you have to establish a baseline. From there, how can you go against industry standards? Are you converting the audience your call to action needs? Create a custom strategy to address the gaps you identify. -Chris Bogasley, Skyworks Solutions, Inc.
10. Use a cross-platform approach
Use a cross-platform approach for all campaigns. Don't just create content for TikTok or Instagram. To reach the widest demographic possible, add paid emails, blog posts, direct mail, and editorials. - Melissa Kandel, Little Words Studio
11. Use emotional content
Passion drives intergenerational engagement. An influential approach is to appeal through nostalgia to the five senses: desires, memories, rhythms, places, images, food or smells. Emotionally engaging content can consist of videos, photos, experiences/events, social media posts, contests and testimonials. It is essential to strategically place content in the appropriate channels for each generation. - Javelin Ibara, power supply for the city of Ibara
12. Use organic content
There is a lot of confusion about how to reach consumers based on their age. Although you have to manage different social media platforms to reach different age groups, there is one thing you can do with each of them: be authentic. Authenticity resonates regardless of age group. The best thing a marketing strategy can do is use natural content that doesn't appeal to one group more than another. - Asad Kautar, Dabaran