Most of us are familiar with the different profiles of Millennials, Gen Xers, and Boomers. It can be fun to interpret people's behaviors in the context of what we know about generational research. But are we making proper use of these generational insights in our marketing?
Whether your brand focuses primarily on customers that fall into a single generation or across groups, the insights that have been unearthed on these groups should be better reflected in our efforts. The ways in which we process information as individual marketers may be rather different from those of huge swaths of our target audiences.
This piece is an attempt to spawn thinking about whether our own marketing efforts have the communication "legs" necessary to achieve their full potential. Are we reflecting what we know in what we do? As a first step, I'd like to explore five aspects of our communications and outline the ways that we can ensure that our brands get maximum advantage.
The five ways are:
- Showing respect
- Ensuring credibility
- Delivering constancy
- Rethinking focus
- Providing entertainment