By Donna Moores

So have you decided to use generational marketing as a new marketing approach? Congratulations – as a marketer – you are on the right track.

The one-size-fits-all marketing campaigns are not productive anymore as each group expects a more personalized and tailored content that aligns with their interests and preferences.

As the advancements in technology are influencing and shaping our lives, it is also the reason why generations behave differently. You cannot expect Baby Boomers, currently at the retirement age to act in the same way as millennials, the generation born after 1980. Their content, media, technology and even social media preferences are all different.

This fact raises a question, how can you design a standard marketing campaign to reach out all generations? You can’t – this approach is not productive anymore.

The answer to the growing differences between each generation is generational marketing.

Here is how you can make the most out of generational marketing for the most important age groups.

Baby Boomers

They look old (age between 48 and 66 in 2018) as they are already at the retirement age. Many young marketers don’t pay much attention to baby boomers, but this is a costly mistake. As they are the second largest age group after millennials, they are often not the primary target of marketing campaigns.

But here is the reality check:

Boomers spend the most on shopping compared to any other age group. In fact, they are responsible for half of the total consumer expenditure.

This means Baby Boomers makes the most important age group for marketers. The good news for digital marketer is, they are becoming increasingly tech-savvy. According to a report published by 4imprint, Baby Boomers spent more than 27 hours a week online. Interestingly, this is two hours more than the millennials mostly because they have more free time.

  • Use Facebook Ads to attract Baby Boomers
  • Email marketing is also more effective for Baby Boomers


The next most important generation to focus on is Millennials. They make the largest group out of all living generations and every year, spend more on shopping than the previous year, expected to overtake Boomers in a decade in terms of consumer expenditure.

Born between 1981 and 1996, they grew in a technology-driven world that makes them more dependent on modern tech and smart tools.

They are heavily influenced by their peers, as 68% of the millennials claim that they will not make a shopping decision unless they are advised by people they trust. This gives birth to an entirely new trend in marketing known as User Generated Content, commonly known as reviews. If you want to influence their purchasing decisions, you must have positive reviews about your brand, products, and company.

They are also convenience seekers, which mean they are not brand loyal. They can switch quickly if they find other options more convenient.

  • Make use of Reviews to influence Millennials
  • Use Social Media Ads for Facebook and Twitter

Social Media is a key platform to reach all Boomers, Generation X, and Millennials, which is precisely why almost half of the small businesses prefer social media management over other digital marketing tactics.

Generation X

This is the third important age group for marketers, born from 1965 to 1980. They make the third largest group after Millennials and Boomers. Most of them are active on social media like Facebook and Twitter, but not on Snapchat and Instagram. In fact, they make the largest group of users on Facebook and Twitter.

  • Video content is a good way to reach generation X, as 79% of them stream or download videos
  • They are also brand loyal so make sure to build brand trust when targeting this age group.

To learn more about generational marketing, you can also check out this detailed infographic.



Donna Moores is a savvy content marketer and a content manager at HandMadeWritings. She has gained outstanding marketing experience within the biggest industries and businesses, which she pleasantly shares with the readers. You may reach out to @DonnaMoores on Twitter.