4 Ways Marketing/Advertising Must Be Focused

Quite often, even the most qualified, well-intentioned, and potentially most effective leader, often becomes either confused or overwhelmed by the necessary decision as to how to seek the finest approach in their marketing and/ or advertising efforts. There are so many variables involved, including the appearance, focus, approach, style, and content of the campaign, to mention just a few. Perhaps the first thing one needs to understand is that there is no such thing as a one-size-fits-all approach, as well as the necessity of avoiding the temptation to overly generalize one’s assumptions, based on assumptions based on either ethnicity, generation, socio-economics, etc. The reality is that all marketing and/ or advertising efforts must first analyze what precisely the message that needs to be communicated is, and how to best do so. One must realize that while some prefer one medium, others never even look at those, so the effort must be carefully crafted and directed, after an extensive review and consideration. Based on one’s generation, here are 4 ways these efforts must be focused.

1. Baby Boomers: This generation is usually considered to include those born during or immediately after either World War II, or the Korean conflict. These individuals, who are presently aged anywhere from their early sixties to mid-seventies, have witnessed an enormous amount of technological and/ or social changes and evolution. They have generally become involved in the day’s technology, but at the same time, still use what we often refer to as snail mail, as well as the telephone, and are the main group that still maintains their reading of newspapers and magazines. Therefore, if you wish to attract these individuals to your message, you must use a combination of efforts, including traditional media and approaches, as well as providing the conveniences offered by technology. These individuals often prefer to call a toll-free number than to merely use the internet, so pay attention to quality customer service.

2. Generation X: This has generally been described to include those born in the 1960′s and 1970′s, although some have pinpointed the years more precisely to between 1966 and 1976. While many in the boomer generation were involved in terms of protest, social injustice, etc., this generation is often considered more apathetic and often more narcissistic, as well. Marketing to this group must address their desire for some sort of instant gratification, as well as providing details and keeping their interest. Often considered the most challenging group to market, since this group is beginning to transition to the most powerful economic bloc in this country, there is a necessity to use numerous approaches and links to get them more involved. Generally, this group relies more on texts than email, and uses a considerable amount of social media, and rely upon the internet for gathering most of their information.

3. Generation Y (also known as Millenials): Born between 1977 and 1994, much of today’s marketing, especially for trendy items, entertainment, leisure items, etc., are aimed their way. They rarely relate to the more traditional way of articulating or transmitting a message, and are generally focused on quicker, more interactive, more direct approaches. They have little or no memories of using things such as a travel agency, etc., and only go to movies when they consider it to be some sort of special event. They are often considered the YouTube generation, and often believe that Wikopedia has the same detail and credibility as the encyclopedias that earlier generations depended upon. Advertising must grab them instantly, or they’ll turn it off, and they often are less involved with organized groups, etc.

4. Generation Z: Those born since 1995, are generally more concerned with environmental (green) issues than any generation since the Baby Boomers. As they become more influential shoppers and buyers, marketers will need to tweak their marketing to address their niche interests.

Which group or groups are you trying to attract and/ or influence? You must first determine this, and then proceed with a well-directed to best impact them!

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