Baby Boomers and Millennials as Market Audience

Generational Marketing
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Baby Boomers and Millennials
Compare and contrast Millennials to Baby Boomers as the market audience
Differences
Baby Boomers

Millennials

More brand loyal – stick to their chosen brands for a long time

Less brandy loyal and like to strive for uniqueness – are likely to switch brands as they chase uniqueness

Older marketing techniques are more effective, i.e. print and TV advertisement

Newer marketing techniques such as social media are more effective

Buy products for specific purposes and functions

Millennials purchase products for positive experience and convenience

Less tech-savvy

More tech-savvy. First digital generation

Prefer to purchase their products in-store rather than online

Prefer online for convenience

Similarities
Both generations like to get the best deal for their money and intended purpose
Both generations research before they purchase their products.
Both generations do not like to be stereotyped about their consumer behaviour. Most attempt to do things contrary to the stereotype to prove their unique consumer behavior.
Channels of communication appropriate for each generation
Baby Boomers
More traditional marketing platforms are still effective on baby boomers. Print and traditional media are still trusted advertisement channels to this generation. Thus, using TV, radio and print media can reach a significant size of the demographic. They are still the highest consumers of traditional media. However, in the recent past, they have taken up social media. Facebook is typically the most visited destination by baby boomers CITATION ITA \l 1033 (ITA Group, n.d.). This trend is because Facebook was first to the scene, and its organizational structure endeared many baby boomers. A typical ad for this generation needs to be visual and with an element of storytelling. Videos and graphics are the best. It is also important to avoid the newer generation of social media platforms like Snapchat and Instagram.
Millennials
Social media is the best channel to reach this generation for several reasons. First, the generation is very tech-savvy and spend most of its time online. They have multiple social media accounts for which they are active users. The nature of the content on social media (short and graphical) appeals to them and...