3 Tips to Help You Cater to a Multi-Generational Audience
The age of information in which we currently reside is characterized by a number of factors, including the acquisition of instantaneous knowledge by means of our beloved Internet, continuous technological innovation and automation. These factors, coupled with the diverse demographics that comprise today’s workforce, make it increasingly difficult to design and implement a marketing communications strategy that engages multi-generational audiences. However, finding a way to integrate targeted marketing tactics that attract and engage modern demographic, lifestyle and workplace trends is vital to the success of your organization.
Young professionals are a dynamic and growing demographic that are sometimes overlooked in traditional marketing efforts. It’s important that all sectors of your audience, including young professionals, are engaged in a way that is unique and meaningful. In order to connect with your audience, you have to address their specific needs.
Here are three tips to keep in mind when developing a comprehensive communication plan that effectively engages the growing younger demographic.
1. Do your homework. Today’s workplace consists of several generations, including the Baby Boomers, Generation X’ers and Generation Y’ers (also known as Millennials). Also not surprisingly, each of these generations is made up with a unique set of individuals with differing attitudes, interests, values, preferences and opinions. For example, while Baby Boomers may prefer to be contacted by telephone and Generation X’ers by email, Millennials continuously change their preferred communication methods.
As a result of these differences, it’s imperative to constantly monitor the trends that exist within each generational demographic and know how to cater content based on specific behaviors. Make sure to familiarize yourself with the history and characteristics of each generation before designing and executing your communications plan.
2. Customize content and methods of dissemination. As iterated above, every generation is different. They value their space and time differently, prefer different methods of communication, adapt at different speeds and have differing social preferences. This is precisely why you need to use your knowledge to customize, and subsequently disseminate, your content based on the interest and preferences of your specific audience.
Make sure that your marketing communications messages are relevant. When appealing to a younger generation, such as the Millennials, you will need to use a multi-channel content dissemination strategy to effectively attract their attention. Additionally, you must be brief, make information easy to find and make it shareable.
3. Evaluate and calibrate. Use marketing measurement tools, such as surveys, Google Analytics and Sprout Social, to track the success of each of your customized content campaigns. After measuring and monitoring your results, calibrate your content accordingly.
Successfully appealing to a diverse, multi-generational audience is not easy. It will require you to do your homework, familiarize yourself with characteristics and ever-changing trends of each generation and creatively and innovatively customize content and methods of dissemination. Despite the initial time and resources that may be involved in the process, the integration of these elements into a communication strategy that attracts, engages and interacts with a diverse audience will only help your success in the long run.
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About DJ Muller
DJ is President of WebLink International, a position he has held since the company's incorporation in 1996. DJ also served as CEO from 1996 to 2011. DJ conceived and developed the company's first product, Chamber WebLink, which was the first web based product designed specifically for chambers of commerce and associations. Under DJ's direction and…