They\u2019re also very loyal shoppers \u2013 once they find a brand they like, 60% are likely to stick with them. But, they\u2019re well aware of being \u2018sold to\u2019 with 63% using ad blockers online. <\/p>\n\n\n\n
Engaging with this demographic is all about creating valuable online content. They prefer to be entertained online rather than watching tv, so it\u2019s easier and cheaper for you to get your brand in front of them. But, because they won\u2019t easily trust you, you have to provide value to get them on your side. A strong content marketing strategy and proving yourself to be an industry leader is where your focus should lie. <\/p>\n\n\n\n
80% of millennials find in-feed, non-intrusive ads a good user experience; getting them to pay attention is all about subtlety.<\/p>\n\n\n\n
Advertising to millennials:<\/strong><\/h3>\n\n\n\n- Make the most of native advertising<\/a> for an unobtrusive approach<\/li>
- Use sponsored content opportunities to offer value and position yourself as an industry leader<\/li>
- Highlight positive reviews across your site and marketing materials <\/li>
- Ensure your buyer\u2019s journey is optimized for mobile and accounts for in-store to online switches <\/li><\/ul>\n\n\n\n
Generation Z<\/h2>\n\n\n\n
Generation Z encompasses those born between 1996 \u2013 2010. They\u2019re incredibly switched on, spend a lot of their time online and have an innate understanding of how technology works. This is an audience which many struggle to market to successfully. It\u2019s easy for advertisers to take a blanket approach to the young \u2013 to assume that they\u2019re all obsessed with Snapchat and \u2018trendy\u2019 brands. This isn\u2019t the case, and understanding what is<\/em> important to the youth of today will put your brand ahead of the rest. <\/p>\n\n\n\nFirstly, let\u2019s take a look at Gen Z\u2019s shopping habits. They have the most holistic approach to buying products; they don\u2019t see as much of a divide between online and offline. Their user journey transcends platforms: their phones aren\u2019t tools for online shopping, but rather an extension of the world around them. So, whilst they might purchase something through Instagram, they\u2019re also visiting physical stores and heading to independent boutiques. <\/p>\n\n\n\n
Over half of Gen Z shoppers say they enjoy shopping in physical stores because it helps them switch off from social media. Whilst this is a tech-savvy generation, they\u2019ve created a new type of retail therapy<\/a> in order to better their mental health. Because of this, Gen Z experience brands in different ways at different touch-points, so your advertising and tracking need to account for their integrated approach. If a user buys something online, but their brand experience began in-store, make sure you\u2019re aware of this. <\/p>\n\n\n\nTrust is a big factor for this generation. With a lot of fake news circulating, they\u2019re skeptics who can\u2019t easily be fooled. They also place a lot of emphasis on brand values and whether they stick to their word; Gen Z looks beyond the veil to see what morals a company has and whether they\u2019re trying to better the world. This particularly applies to sustainability, as they\u2019re facing a climate crisis that will affect them more than anyone else. <\/p>\n\n\n\n
Moreover, Gen Z isn\u2019t looking for trendy brands: they want something that contributes to the sense of individuality which they are trying to craft for themselves. Price and convenience fall somewhat to the wayside \u2013 if a brand\u2019s voice aligns with their own, they\u2019ll happily pay for it.<\/p>\n\n\n\n
Advertising to Gen Z: <\/strong><\/h3>\n\n\n\n- Decide what your brand stands for and tell your audience through everything you do<\/li>
- Tailor for individuals with personalized marketing and unique products<\/li>
- Run PPC ads across different ad platforms and build a strong remarketing strategy<\/li>
- Ensure your in-person to online customer journey is seamless<\/li><\/ul>\n\n\n\n
Over 65s<\/h2>\n\n\n\n
More than half of people aged 65 and over now shop online. Once considered to be technologically illiterate, the older generation have proved to be fast learners. Surrounded by tech-savvy children and grandchildren, they now frequently make use of laptops and tablets to take their interests online.<\/p>\n\n\n\n
That\u2019s not to say that over 65s don\u2019t enjoy physical stores more: shops have always found themselves at the heart of communities, and so local high streets mean an opportunity for socialization and friendship to many who live alone. But, with COVID-19 forcing the vulnerable to isolate, there\u2019s a huge opportunity to market to this demographic online. <\/p>\n\n\n\n
Advertising on the right platforms is key to reaching this target audience. Since the Coronavirus hit, there has been a 73% increase in over 65s using search; their search engine of choice appears to be Microsoft Bing, so getting set up on Microsoft Ads<\/a> can help you better target your ideal audience. It\u2019s important to diversify your online advertising from just Google; whilst they are the biggest search engine, that\u2019s not to say that\u2019s where your biggest audience is. With 54% of Bing users being over 45, Microsoft Ads has so much potential for this demographic.<\/p>\n\n\n\nMoreover, over 65s may not pick up on the difference between paid and organic results \u2013 they\u2019ll be swayed by ad copy alone. So, it\u2019s important your ads are full of benefits and tell them exactly what they\u2019re getting. <\/p>\n\n\n\n
Looking at the data, 92% of over 65s use a mobile phone but just 34% have a social media profile. This isn\u2019t surprising, but highlights potentially under-utilized digital advertising methods. 98% of all SMS messages are read, for example, so SMS marketing may prove a gold-mine for this demographic as a phone is something they use on a daily basis. We\u2019re not talking spammy texts, but helpful, informative messaging that spreads the word about what you offer. <\/p>\n\n\n\n
Furthermore, seniors are also less likely to explore new options, so winning their loyalty is a great long-term strategy. Their knowledge may be lacking in some areas, but being that brand that takes the time to educate and inform them will really pay off in the long run. <\/p>\n\n\n\n
Advertising to over 65s:<\/strong><\/h3>\n\n\n\n- Simplify digital journeys and add clear CTAs for them to take action<\/li>
- Use offline media to drive their focus online<\/li>
- Consider running ads on Microsoft Bing<\/li>
- Create how-to guides and tutorials to help fill gaps in their knowledge<\/li><\/ul>\n\n\n\n
Baby Boomers<\/h2>\n\n\n\n
This age group surrounds the years 1946 \u2013 1964 and is so named because it highlights the dramatic increase in births that were seen after the wartime. For the purpose of this article, these audience targeting ideas will bookend millennials and over 65s. <\/p>\n\n\n\n
This demographic is the most affluent and has the biggest disposable income. As many have grown children, established careers, and solid investments, boomers have a reported $2.6 trillion in buying power. In fact, boomers wealth is 12x greater than millennials\u2019<\/a>. <\/p>\n\n\n\nWith a lot of money to spend, this generation can afford to pride convenience above all else. Keep this in mind when building your ad campaigns: make delivery times prominent, payment methods seamless and your user journey as few clicks as possible. <\/p>\n\n\n\n
Baby boomers are happy to browse online, however, browsing in-store holds less appeal; to them, shopping isn\u2019t relaxing, but rather stressful, so anything your brand can do to make things seem easy will be a win in their eyes.<\/p>\n\n\n\n
This doesn\u2019t mean boomers have an aversion to shopping in physical stores, but rather the opposite. 67% would rather pick something up from a nearby retailer if available than order online \u2013 they just want it to be easy. For this demographic, harmonious online and in-store strategies will make their preference for services such as click-and-collect a no-brainer. <\/p>\n\n\n\n
Furthermore, popularity holds a lot of sway for this age group. If a product is seen to be a fan-favorite, then their interest is sparked \u2013 something which doesn\u2019t bother millennials and Gen Z. Social proof is an old psychological method which relies on users following the herd: this is a generation who care about what others think, but less so in the traditional sense of reviews. <\/p>\n\n\n\n
Lastly, 82% of boomers have at least one social media account. Their favorite platform is Facebook, so it\u2019s worth looking at your audience data for this site in particular. Their favorite search engine is Microsoft Bing \u2013 20% of Microsoft\u2019s user base is made up of 45-54-year-olds<\/a>. Boomers spend a lot of time researching their big purchases, so making sure your PPC strategy is tight and targeting the right keywords is crucial. <\/p>\n\n\n\nAdvertising to boomers:<\/strong><\/h3>\n\n\n\n
Generation Z<\/h2>\n\n\n\n
Generation Z encompasses those born between 1996 \u2013 2010. They\u2019re incredibly switched on, spend a lot of their time online and have an innate understanding of how technology works. This is an audience which many struggle to market to successfully. It\u2019s easy for advertisers to take a blanket approach to the young \u2013 to assume that they\u2019re all obsessed with Snapchat and \u2018trendy\u2019 brands. This isn\u2019t the case, and understanding what is<\/em> important to the youth of today will put your brand ahead of the rest. <\/p>\n\n\n\n Firstly, let\u2019s take a look at Gen Z\u2019s shopping habits. They have the most holistic approach to buying products; they don\u2019t see as much of a divide between online and offline. Their user journey transcends platforms: their phones aren\u2019t tools for online shopping, but rather an extension of the world around them. So, whilst they might purchase something through Instagram, they\u2019re also visiting physical stores and heading to independent boutiques. <\/p>\n\n\n\n Over half of Gen Z shoppers say they enjoy shopping in physical stores because it helps them switch off from social media. Whilst this is a tech-savvy generation, they\u2019ve created a new type of retail therapy<\/a> in order to better their mental health. Because of this, Gen Z experience brands in different ways at different touch-points, so your advertising and tracking need to account for their integrated approach. If a user buys something online, but their brand experience began in-store, make sure you\u2019re aware of this. <\/p>\n\n\n\n Trust is a big factor for this generation. With a lot of fake news circulating, they\u2019re skeptics who can\u2019t easily be fooled. They also place a lot of emphasis on brand values and whether they stick to their word; Gen Z looks beyond the veil to see what morals a company has and whether they\u2019re trying to better the world. This particularly applies to sustainability, as they\u2019re facing a climate crisis that will affect them more than anyone else. <\/p>\n\n\n\n Moreover, Gen Z isn\u2019t looking for trendy brands: they want something that contributes to the sense of individuality which they are trying to craft for themselves. Price and convenience fall somewhat to the wayside \u2013 if a brand\u2019s voice aligns with their own, they\u2019ll happily pay for it.<\/p>\n\n\n\n More than half of people aged 65 and over now shop online. Once considered to be technologically illiterate, the older generation have proved to be fast learners. Surrounded by tech-savvy children and grandchildren, they now frequently make use of laptops and tablets to take their interests online.<\/p>\n\n\n\n That\u2019s not to say that over 65s don\u2019t enjoy physical stores more: shops have always found themselves at the heart of communities, and so local high streets mean an opportunity for socialization and friendship to many who live alone. But, with COVID-19 forcing the vulnerable to isolate, there\u2019s a huge opportunity to market to this demographic online. <\/p>\n\n\n\n Advertising on the right platforms is key to reaching this target audience. Since the Coronavirus hit, there has been a 73% increase in over 65s using search; their search engine of choice appears to be Microsoft Bing, so getting set up on Microsoft Ads<\/a> can help you better target your ideal audience. It\u2019s important to diversify your online advertising from just Google; whilst they are the biggest search engine, that\u2019s not to say that\u2019s where your biggest audience is. With 54% of Bing users being over 45, Microsoft Ads has so much potential for this demographic.<\/p>\n\n\n\n Moreover, over 65s may not pick up on the difference between paid and organic results \u2013 they\u2019ll be swayed by ad copy alone. So, it\u2019s important your ads are full of benefits and tell them exactly what they\u2019re getting. <\/p>\n\n\n\n Looking at the data, 92% of over 65s use a mobile phone but just 34% have a social media profile. This isn\u2019t surprising, but highlights potentially under-utilized digital advertising methods. 98% of all SMS messages are read, for example, so SMS marketing may prove a gold-mine for this demographic as a phone is something they use on a daily basis. We\u2019re not talking spammy texts, but helpful, informative messaging that spreads the word about what you offer. <\/p>\n\n\n\n Furthermore, seniors are also less likely to explore new options, so winning their loyalty is a great long-term strategy. Their knowledge may be lacking in some areas, but being that brand that takes the time to educate and inform them will really pay off in the long run. <\/p>\n\n\n\n This age group surrounds the years 1946 \u2013 1964 and is so named because it highlights the dramatic increase in births that were seen after the wartime. For the purpose of this article, these audience targeting ideas will bookend millennials and over 65s. <\/p>\n\n\n\n This demographic is the most affluent and has the biggest disposable income. As many have grown children, established careers, and solid investments, boomers have a reported $2.6 trillion in buying power. In fact, boomers wealth is 12x greater than millennials\u2019<\/a>. <\/p>\n\n\n\n With a lot of money to spend, this generation can afford to pride convenience above all else. Keep this in mind when building your ad campaigns: make delivery times prominent, payment methods seamless and your user journey as few clicks as possible. <\/p>\n\n\n\n Baby boomers are happy to browse online, however, browsing in-store holds less appeal; to them, shopping isn\u2019t relaxing, but rather stressful, so anything your brand can do to make things seem easy will be a win in their eyes.<\/p>\n\n\n\n This doesn\u2019t mean boomers have an aversion to shopping in physical stores, but rather the opposite. 67% would rather pick something up from a nearby retailer if available than order online \u2013 they just want it to be easy. For this demographic, harmonious online and in-store strategies will make their preference for services such as click-and-collect a no-brainer. <\/p>\n\n\n\n Furthermore, popularity holds a lot of sway for this age group. If a product is seen to be a fan-favorite, then their interest is sparked \u2013 something which doesn\u2019t bother millennials and Gen Z. Social proof is an old psychological method which relies on users following the herd: this is a generation who care about what others think, but less so in the traditional sense of reviews. <\/p>\n\n\n\n Lastly, 82% of boomers have at least one social media account. Their favorite platform is Facebook, so it\u2019s worth looking at your audience data for this site in particular. Their favorite search engine is Microsoft Bing \u2013 20% of Microsoft\u2019s user base is made up of 45-54-year-olds<\/a>. Boomers spend a lot of time researching their big purchases, so making sure your PPC strategy is tight and targeting the right keywords is crucial. <\/p>\n\n\n\nAdvertising to Gen Z: <\/strong><\/h3>\n\n\n\n
Over 65s<\/h2>\n\n\n\n
Advertising to over 65s:<\/strong><\/h3>\n\n\n\n
Baby Boomers<\/h2>\n\n\n\n
Advertising to boomers:<\/strong><\/h3>\n\n\n\n
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