Retailers seeking to reach consumers across multiple age brackets need to target their marketing using multiple factors: not just product and messaging content but by device, time of day and social network. Brands that want to reach the Traditionalist generation (baby boomers and older) should focus on desktop PCs: 80% of this group do their shopping at a desk. Deploy via mobile devices or tablets to reach Millennials, who prefer shopping from the couch (47%) or the bed, where nearly one in five of this group will browse and buy.
Timing is also critical: Traditionalists and boomers are more likely to shop in the morning, while their younger Gen X and Millennial counterparts are more likely to shop at night.
One thing is true across all generations: make sure email communications are relevant and tightly targeted. While 44% of consumers prefer to interact with brands over email, nearly half cited receiving too many emails as their top complaint.
More tips for multi-generation marketing are in this infographic from Campaigner.
Source: Campaigner
