MASTERING MARKETING
TO E V E RY G E N E R AT I O N
Tips to Reach Four Generations Spanning from
Legacy Traditionalists to the Elusive “Gen Y”
Younger generations have more buying power than ever before, and they’re
making waves in the business world. No longer can companies sit idly by as
the world around them changes; they need to shift the way they market and
sell to the rising consumer generations to be successful.
So how can businesses reach all generations with vast differences?
Campaigner surveyed online shoppers to find out.
Email: Too Much of a Good Thing?
Consumers find email
44% of consumers prefer to interact
messages useful, but
with brands over email, but nearly
marketers must research their
half noted receiving too many
audience to ensure they’re not
emails as their top complaint.
overwhelming them.
Millennials <3 Email
22% of Millennials are “very likely” to open
email — more so than older generations.
Social Status
Only 24% of consumers prefer to interact
with brands on social media. However, to
reach those social savvy consumers,
Facebook is the place to be.
Couch Commerce is
the New Storefront
6%
10%
80% of Traditionalists do
50%
their shopping at a desk.
34%
Millennials prefer shopping
from the couch (47%) to
their desk or bed.
Nearly one in five Millennials
will browse and buy from bed.
The Generational Divide
In-store vs. Online: Where do generations want to interact?
73%
Traditionalists
66%
Generation X
67%
Baby Boomers
64%
Millennials
Prime Time: When are they shopping?
Traditionalists and Baby
Gen X and Millennials are
Boomers are more likely to
more likely to shop at night.
shop in the morning.
Interest in coupons and
promotions decreases with age.
MILLENNIALS
80%
GENERATION X
BABY BOOMERS
75%
64%
TRADITIONALISTS 56%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Conclusion
With every generation expecting marketers to engage when, where and
how they choose, one size definitely doesn’t fit all. Rather than attempting
to bridge the generational divide with blanket content and campaigns,
brands must devote time to understanding generational preferences and
learning to market across demographics.
Campaigner conducted its 2017 Generational Marketing Insights Survey, sampling 761 consumers that
make purchases online from April 20 to April 26, 2017. The margin of error is +/- 3.6%.