All marketing strategy is based on identifying and knowing our target audience. Global trends have transformed the mentality and behavior of our market, changing preferences and purchasing patterns.
Each generation is unique and brings something new to the world. These last generations are more familiarized with technology, but in the end they all complement each other, especially when developing a work project.
Throughout time, each generation have lived a series of experiences marked by a series of unique characteristics, what has made them to differ from the rest of generations while determining their relationship with the digital world.
Different classifications of generations have emerged over the years, and becomes crucial for brands to distinguish them and their behavior in order to connect with them. So far, we can differentiate four generations last generations in a scope of approximately 20 years:
Baby Boomers: The group of population born between 1946 and 1964. Interested in the digital world, but not really used to it. Their favorite social media tools are Facebook, Google +, and Twitter.
Generation X: People who were born between 1965 and 1979, also called ‘digital immigrants’, ‘Gen X’ or ‘MTV Generation’. Considered at present as those that move the world at economic level. Tech-lovers, but still quite alien to the internet world, social media, or e-commerce.
Generation Y: Those born between 1980 and 1999, also known as ‘Millennials’. They grew with internet, love social media as a communication tool, including blogs, videos, and addicted to their smartphones and tablets.
Gen Z: Group of people who were born from the year 2000. They are also identified with the name of ‘Centennials’. Internet is part of their routine and daily life, as they are connected 20 hours a week to the internet by any of its forms. Their favorite social media are Instagram, Snapchat or YouTube.
Let’s not forget a new generation called Alpha: children born from 2010 onwards and therefore the newest generation. Characterized by a strong tendency to consumerism projected until 2025. Driven by the touch logic, and 100% digital.
Knowing our audience will be crucial to focus on our most successful strategies.