the generational marketing balancing act now we are six · 2014-10-01 · the generational...

Extending Brandsinto experience

MARKETING HAS ALWAYS BEEN A BALANCING ACT, but today’s marketing professionals seem to have more than their fair share to contend with. Not only are they walking a tightrope of diminishing budgets and increasing expectations, they’re simultaneously juggling their resources to reach a complex and constantly changing marketplace in the midst of a fast-moving digital revolution.

Plus, they’re interacting with the most informed, discriminating and personalized marketplace we’ve ever experienced — one where consumers don’t just consume; they participate, contribute and create.

For the first time ever, marketers must simultaneously give consideration to the

personal desires and technology adoption of six generations. Taking a look at how to connect effectively with all six—the newest digital natives, Gen Z, the highly segmented Millennials, the entrepreneurial Gen X’ers, the reluctant-to-give-up-the-reins Boomers, and the still-consuming Silent and G.I. Generations—will help marketers to achieve a balancing point for their efforts and their digital marketing dollars.

While each generation has an unmistakable set of values, it appears that what each of them wants and expects from a customer experience is becoming less and less distinct. Not because the younger generations are changing their expectations, but because their elders are—and fast. Gen Z & Millennial thinking (thinking which is digitally centered, crowd-based, mass-media-ignoring

and which redefines of the meaning of “expert”) is trickling up and affecting the

entire marketplace.1

In other words, essentially all of your customers and prospects have gone digital.

The Generational Marketing Balancing Act: Now We Are Six


The Generational Marketing Balancing Act:

Now We Are Six

With six generations of potential customers in the marketplace

and limited resources, what could be more important to

marketers these days than getting a better understanding of

the evolving digital ecosystem and what it means in terms of

interacting with their customers.

In the past, you advertised, you exhibited, you had meetings…

they bought. Now they blog, they share, they tweet, they

comment, they curate and they control the great majority of

what gets said about your brand.

Marketers must cope with totally new pathways to customers

and more volume, velocity and variety of information than

ever before.

Lee Rainie, Director of the Pew Research Center’s Internet &

American Life Project, recently discussed the Project’s latest

research on internet trends, mobile connectivity, the use of

social media and what this new digital ecosystem means for

content marketers.

from a Presentation by Lee Rainie, Director of the Pew Research Center’s Internet & American Life Project“The State of Digital Marketing in the Networked Age,” 2013

68%

3%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Broadbandat home

Dial-upat home

June2000

April2001

March2002

March2003

April2004

March2005

March2006

March2007

April2008

April2009

May2010

Aug2011

Dec2012

Digital Revolution 1: Broadband Internet (85%)3

Digital Revolution 2: Mobile – 89% of adults 51% smartphones / 31% tablets5

350

300

250

200

150

100

50

0

Mobile Subscriber Connections in AmericaESTIMATED NUMBER OF MOBILE SUBSCRIBERS (MILLIONS)

0.3

302.9

321.7

Source: CTIA

1985 1990 1995 2000 2005 2010 2012

Total U.S.Population:315.5 million

The Digital Revolution

DIGITAL REVOLUTION 1: Internet

• As of May 2013, 70 percent of American adults ages 18 and older have a high-speed broadband connection at home showing a small but statistically significant rise from last year’s report.

• Add smartphone ownership to the mix and the percentage of young adults with broadband increases to 95 percent, while the access rate for seniors rises only moderately to 46 percent.4

DIGITAL REVOLUTION 2: Mobile

As of May 2013:• 91% of American adults have a cell phone• 56% of American adults have a smartphone4

2013 —The year when mobile-connected devices globally will exceed the world’s population.6



Now We Are Six

Younger generations, who have never known a world without

mobile devices, have high expectations for what they will

be able to do with their devices. They expect to be able

to do anything on their mobile devices that they can do

on any other computer. The connection between Internet

websites and mobile gadgets has become a standard in

communication.9

It is predicted that by 2015, the innovation of tablet computers

will far surpass personal computers with the use of the Internet

and the promise of cloud computing services. This will allow

users to consume media and use business applications on

their mobile devices, applications that would otherwise be too

much for such devices to handle.10

Digital Revolution 3:Social networking – 59% of all adults

18-29 30-49 50-64 65+100%

80%

60%

40%

20%

0%

% of Internet users

2005 2006 2007 2008 2009 2010 2011 2012

9%

49%

67%

76%

86% 87%92%

7%6%

8%

7%

25%

11%

13%

48% 47% 49%

25%

26% 29%

38%

61%68%

73%

57%

4%1%

DIGITAL REVOLUTION 3: Social Networking7

• 52% of marketers have found a customer through Facebook, 43% through LinkedIn, and 36% through Twitter.

• Roughly 46% of online consumers count on social media when making a purchase.8

The watchwords2 are:

Real time

Pervasively generated and consumed

Personal

Participatory and social

Linked

Continually edited

Multi-platformed

Timeless

Searchable

The digital revolution continues – Mobile computing may soon be described as the fourth digital revolution.



Now We Are Six

G. I. Generation. Born between 1905 and 1924, this generation was defined by the Great Depression, their participation in World War II, and the wealth they amassed through saving. Although their numbers are rapidly dwindling they still wield some influence. This generation invented many of the products and services still in use today. From a technology perspective, retirement communities, manufacturers and even retailers are missing the mark when it comes to reaching this group who has an increasing interest in crossing the Great Digital Divide. A recent study by Varsity Branding, reveals that this generation (along with the Silent’s) is increasingly using technology based on personal preferences, physical and logistical limitations and health concerns.

Silent Generation. Born between 1925 and 1945, they were the smallest generation in the last century, but these are the people who brought you civil rights, an unparalleled national wealth in the arts and commerce, and unimaginable advances in science and technology. They defined themselves by their career and family often took a back seat to work. Silent’s are about 95% retired at this point. In a few short years virtually no Silent will command an industry, a battlefield, or anything at all. The Silent generation is the oldest generation with a significant online presence. They had to learn a whole new language and skill late in their careers. This is the generation to which people refer when they are speaking of seniors web surfing or mouse clicking or learning the language of email and digital discourse. Where the Silent generation makes a big

impact is in online marketing, since they are still a very wealthy bunch.

Baby Boomers. Born between 1946 and 1964, this generation was the largest in U.S. history until the Millennials. They grew up in an era of huge social change, in a wealthy nation, overindulged by their parents. They were the first generation to rebel openly against their government. Television created a critical change in their lives. They won’t get old without a fight. They continue to be focused on endless youth, optimism, career and environmental consciousness. As customers they are well on their way to adopting a worldview that is digitally centered, crowd-based, ignores mass media, and redefines the idea of “expert.”

Gen X. Born between 1965 and 1984, their political experiences were shaped by the end of the Cold War and the fall of the Berlin wall and their lifestyles were molded by MTV, the inception of the home computer, the rise of videogames, and the Internet. The shift from a manufacturing economy to a service economy occurred during their watch. They are highly educated and value independent thinking. Though Gen-X has just 46 million members, they continue to lead the way and set the standards in the start-up world. They were the first generation to grow up with PDAs, cellphones, e-mail, laptops, Blackberrys and technology woven into their lives. In fact, one could argue that Gen-X actually created the Internet. As adults, they’re savvy consumers who pride themselves on making informed purchasing decisions and who often turn to the

Meet America’s Six Living Generations11

to 1924 1925 1946 1965 1985 from 1998 2013

Silent Generation (68-88)

G.I. Generation (87+)

Baby Boomers (49-67)

Gen X (29-48)

Gen Y / Millennials (15-28)

Gen Z (11-14)



Now We Are Six

Internet when searching for the best value for their money.

Gen Y / Millennials. Born beginning in 1985, this generation has already changed the world by playing a significant part in electing the nation’s first African American president — and they did it, to a great extent, on-line. They do not see color or race as a defining characteristic, so bigotry and racial prejudice is rare. They are competitive but not combative and they do not believe that the end justifies the means. This is a generation that’s 80 million strong — bigger, in other words, than even the Baby Boom generation, and much bigger than tiny Gen X — and they’re very much coming into their own as consumers. Their wallet power, in fact, is predicted to exceed that of Boomers just few years from now. The way Millennial

customers share and receive ideas and experience customer service is dramatically different from what was true just a few years ago.

Gen Z. Born beginning from 1998 to 2002 (depending on who you listen to), they are the most diverse generation in U.S. history and the most highly connected. They are the least likely generation to believe in the American Dream because they are growing up in a period of economic decline and they are the first American generation expected to earn less than their parents. When asked what qualities are most important for young people to develop they are likely to say “creative” and “independent.” They are all true digital natives.



Now We Are Six

Content Marketing Connects

With six generations of customers and consumers crowding

the landscape, connecting with your audience is more

complex than ever before. These buyers are not persuaded

by advertising alone. They’re using the web, search, social

networks, and more to educate themselves on potential

purchases and partners.

Research shows consumers

are 60% through the buyer’s

journey before reaching

out to brands for help on

available options.13

According to an

annual survey of digital

professionals from Adobe

and eConsultancy, content

marketing is the single most

significant digital marketing

trend of 2013.12 And trend

reports from every corner

of the marketing world bear

that out.

Today the brand “voice” takes a front seat, while the hard sell

takes a step back, and artfully communicating to your audience

is critical in a feed-based advertising landscape that is here to

stay. This is where content marketing comes into play.

In 2012, content marketing was the leading tactic for 18.9%

of marketers worldwide. In 2013, that percentage has grown

to 34.8%.14 Companies and agencies alike agree that content

marketing is a top priority for both B2C and B2B companies.

Key findings from the B2B Marketing Content Benchmarking

Report include:

• 56% of marketers report increased sales as a result of

content marketing.

• 28% of the 2013 marketing budget is allocated to content.

• The average marketing department spends 37% of its

time on content marketing.15

Targeting and Personalization Are Critical52% of marketers say the ability to target and personalize

content is fundamental to their online strategy. Targeting,

segmentation and personalization are keys to success when it

comes to the sales funnel.16

Content Creation, Data Integration, Measurement Are KeyTop three marketing tasks for 2013 include creating engaging, consistent content on multiple platforms, joining online and offline data, and measuring with greater accuracy and optimizing accordingly.17

Top Goals of Content Marketing19

Survey respondents listed lead generation (71%), thought leadership/market education (50%), and customer acquisition (45%) as their top content marketing goals.18

Other content connected digital strategies include:

• Using social content to drive lead generation• Crowdsourcing• Balancing big data with creativity• Mobile optimization

What Are Your Top Marketing Goals?

Lead Generation

Thought leadership / market education

Customer acquisition

Brand awareness

Lead nurturing

Website traffic

Customers loyalty / retention

Social media engagement

Channel enablement

Source: B2B Content Marketing Report, Holger Schultz, 2013

0% 20% 40% 60% 80%

71.3%49.9%

45.0%41.0%

35.4%27.8%

24.8%13.1%

6.4%



Now We Are Six

With no agreement yet as to a name (Gen Z, Plurals,

Digital Natives, Generation@ or the iGeneration) or

dates (beginning 1995 - 2005) the newest generation

of America’s tweens & teens is already making their

mark on marketing.

Even the youngest Z’s are attuned to new devices.

They take a world of smart phones, tablets and high-speed wireless Internet for granted. And, they already

have a unique mindset when it comes to accessing

and distributing information.20

Not surprisingly, the key device for these teens is the mobile

phone. Their phone serves as an ‘Everything Hub’, which is

perhaps the reason they register relatively low use of portable

music players and handheld gaming devices. But, some things

never change. Most of them still turn on their TV sets on a

regular basis.21

Social Media has demolished all barriers to communicating

about brands and products. If you can write, you can share and

Gen Z is all about sharing. With so much of their life happening

on social networks and with so much access and choice,

Gen Z is spearheading the ‘Age of the Curator.’ They are

tastemakers—often before they’re out of elementary

school. What you see them wearing, watching and

reading represents their own curated version of the

world.

Even though most of them can’t yet drive a car, wield

a credit card or even buy a ticket for an R-rated movie,

that doesn’t mean they aren’t already actively shaping

perceptions about products, brands and media. There is

no hiding from this group. They are always connected, they consume most of their media on mobile devices and they

prefer media they can interact with. They are real-time extreme

curators constantly sharing, praising or panning everything.22

Gen Z’s are not brand loyal. They mix and match everything.

The product itself is what’s important, regardless of marketing

campaigns. When it comes to content, the platform and

production values are irrelevant. They judge each product and

piece of content on its own merits. Their quest is to find and

share the best stuff in the world. They not only discover brands

Gen Z is without a doubt the most highly connected generation in American history.

Gaming console

Handheld gaming device

Tablet

E-reader

23%

19%

16%

6%

}

}}

}}}

}}}

TV

Cell Phone

Laptop computer

Desktop computer

iPod or otherpotable music

player

75%

54%

37%

35%

31%

Always attached technology (U.S.)Percentage who use the following devices multiple times per day

Age (13-17) Age (8-12)

JWT, Digital in their DNA, 2012



Now We Are Six

and products but they evaluate them with brilliant objectivity,

sift through them and share the results.23

They will likely be the first generation to consume more media online than offline, according to Forrester. Gen Z audiences

appear to trust online content (e.g., ads and promos) more

than other generations. Some 22% of surveyed Gen Z

consumers say they trust somewhat or trust completely posts

by companies or brands on social networking sites. That level

is roughly 49% higher than other generations. Similarly, Gen Z

consumers are 48% more likely than other generations to trust

somewhat or completely the content on mobile applications

from brands, as well as text messages from brands.24

Marketers need to make it easy to share what their Gen Z

customers love with access to Facebook likes, branded tweets

and brand expression collages. Without stifling or attempting

to control the conversation, brands need to encourage

conversations about their products. There will be bad along

with the good but the result will be transparent and authentic

and that’s what counts.25

Since this group is addicted to their mobile devices, marketers

will need to create tailored mobile strategies with websites

optimized for mobile browsing. Store environments should be

mobile compatible with in-store wireless, interactive displays

and other innovative technology that will surprise, engage,

delight and inform this tech-dependent generation. Brands

also need to master SoLoMo (social, local, mobile) ensuring

they pop up on Gen Z’s mobile roaming radar by linking to

services like Foursquare and Yelp.26

Gen Z

Key device: the mobile phone

Not brand loyal

Take their devices for granted

Always connected



Now We Are Six

Growing Value of Face-to-Face Interactions, by Generation% of respondents, indicating more value today compared to 2 years ago, for most used face-to-face settings

May 2013Millennials (18-27)

Older Millennials / Young Gen Xers (28-39)

Boomers (50-64)

Older Gen Xers (40-49)

Traditionalists (65+)

Source: Center for Exhibition Industry Research

Exhibits and exhibitionsconventions and annual

meetings

Educational conferenceswith small exhibit

component

Sales calls Hosted buyer events -small groups or

one-on-ones

Educational conferenceswithout exhibits

61

5348

44 4542 43

3733 32

3835 35

31 30

3835

30 28 2631 32

25 23 23

We agree with Jeff Fromm, EVP at Barkley and

co-author of “Marketing to Millennials” who says,

“Millennials are a continually moving target that

deserves ongoing study.“

With up to six broadly differing segments, there are

only a few generation-wide Millennial characteristics.

In his recent article in AdAge, Fromm outlines a few

of this generation’s shared values and expectations.

Millennials celebrate brand purpose. Research shows

that Millennials will seek out and buy brands that

support a cause that aligns with their values. They prefer

brands that are strongly connected with a social purpose.

Millennials want a personal connection. Millennials don’t want

to be spoken to; they demand to be spoken with. Content and

digital strategies should feel organic, natural, spontaneous and

personal. According to research from AdAge, Millennials name

Nike as their top affinity brand – “because you always feel as

if Nike is speaking directly to you.” Millennials expect

a dialogue. When it comes to the Millennials, the days

of pushing a brand message only through storytelling

are over. Brands must embrace a two-way dialog in the

form of “story-doing”, which means giving consumers

the opportunity to co-create products, services (or

ideas if you are starting a movement), the experiences

by which the products/services/ideas are delivered

and enjoyed, and the marketing and social-media

messages.27

The big difference between Millennials, who are digital

natives for the most part, and technologically adept Gen X,

according to a principal analyst at Forrester, is that Gen X uses

technology to support a lifestyle need, whereas technology is embedded into everything that the Millennial does.28

While Millennials spend vast amounts of their time online,

surfing the internet or connecting with friends on social media

Millennials aren’t necessarily who you think they are.



Now We Are Six

sites, they are not likely to visit traditional online shopping or review sites. Inbound content marketing strategies will work best for this demographic. They are being constantly marketed to, but when it comes to making decisions, they tend to rely on the recommendations of their network of friends, rather than ads.29

This group spends a huge amount of time watching videos on tablets, laptops, and Smartphone. They spend more time watching video on YouTube than on any cable network and more time surfing the net and using other devices, like iPods and Xboxes than on traditional TV viewing. For them, TV is often just “background noise.” 30 They are much more likely to watch TV on the Web according to a study from Knowledge Networks.31 This group is difficult to reach and brand with traditional advertising messages. What is surprising, however, is that they do read magazines. Most recently, a MAP study of Millennials identified as “early adopters,” determined that 62% have read a magazine in the past week and 66% have read a newspaper.32

And they don’t shun face-to-face contact. According to a new study from the Center for Exhibition Industry Research (CEIR), 61% of Millennials aged 18-27 believe that exhibits

at exhibitions, conventions and annual meetings are more valuable today than they were two years ago. That’s the highest percentage of any generation. Gen X (ages 28-39) is the next-most confident about the growing value of face-to-face interactions in an exhibition setting at 53 percent. However, when it comes to sales calls, Millennials are much less convinced about the value of face-to-face interaction.33

Mobile marketing is a solid strategy to reach the over $800 billion Millennial spending power. Of U.S. millennial adults, 95.2 percent will be mobile phone users by the end of 2013. Millennials will spend 14% more time engaged with their mobile devices in an average week than any other age group. While 60% of Millennials agree that having a smart phone or tablet to research products while they are on the go is a great convenience, more than 50% actually use their smart phones to research products and services while they shop.34

According to Nielson, for Millennials, mobile is social, and social is mobile. That is where they are spending their time. They are checking Facebook 4 to 5 times per day on their phones. Millennials spend 2 times more time with social media on mobile than the group that is just 10 years older, and they spend 50% more time watching mobile videos.35

Millennials

Want a personal connection

Spend vast amounts of time online

Still read magazines

Value meetings and exhibitions



Now We Are Six

This generation is very tech-savvy, so digital

marketing is a must.

Gen X currently makes up 42% of the American

workforce. Generation X is teeming with

entrepreneurs. In fact, it is their work that has

greatly determined America’s transition to the

new social Internet society. They have drive and

independence. And they have a lot they can teach

both the Boomers and the Millennials. For at least the next few years, Gen X’ers will be the major facilitators of change. They are now or soon will

be running your company. They are your B2B customers. The

Gen X executive now taking office grew up with computers in

junior high school, with the Internet exploding early in their

careers, and with a greater focus on automation, analytics, self-

sufficiency and financial accountability.37 Marketers really can’t

afford to forget this particular group.

Gen X consumers like to get the most out of their money and

can be persuaded by a good deal. Gen X seeks value regardless

of brand affiliation. Content marketing campaigns directed at

this generation should stress the value of a product or service.

Don’t make grand offers or claims, because Generation X is

the ‘Show Me’ generation; they

believe actions over words.

For Gen X to be interested in a

company or product line, a well-

designed and complete website

is vital. Gen X invented online

shopping and they dominate

it. 80% of Gen X shop online. If actually going to a mall, Gen

X will plan the expedition first

online. Gen X also dominates

on-line banking.38

Generation X does not like the hard sell, which they find rude.

Although the generation has an interest in retro, this does not

apply to marketing. Generation X’ers do not want

to be marketed to in the same way as their parents.

Don’t assume that what is popular is popular with

Gen X. Generation X is a generation that resonates

with rebellion, even in marketing, so they like edgy.

However, they also have a number of cultural and

political sensitivities. Marketing should toe the line, it

should never cross it.

Somewhat surprisingly, Gen X is the biggest overall

consumer of media if judged by minutes per day.

They have many of the Internet and mobile habits

of the younger Millennials along with the TV viewing habits

of the older Boomers. Weaned on MTV and cable television,

they are largely immune to traditional advertising. “To Gen X,

advertising is judged based on the entertainment it frames

itself around. If Gen X is entertained, then they will stay, watch,

and even actively engage with the ad.”39

According to a study done by InnoMedia, NuStats, and Vertis,

marketing to Gen X members using traditional means is still

highly effective. “Eighty-six percent of Generation X bring in the mail the day it’s delivered. Additionally, 68% of Generation

X have used coupons that they have received in the mail and

75% of those Generation X

consumers rating the mail they

receive as valuable.”40

PDAs and mobile phones are

ingrained into all aspects of

Gen X’ers lives. Gen X’ers are

highly connected on the go,

with nearly 95% using mobile

phones, and 60.3% of that

group using smart phones. In

2012, 38.4 million Gen Xers, or

62.2% of Gen X mobile users, used the mobile internet at least

monthly. That accounts for three in 10 mobile internet users in

the U.S.41

Gen X dislikes their “name” and would prefer to be called Generation Tech36

Gen X

42% of U.S. workforce

They are your B2B customers

“Show Me” generation

95% use mobile phones



Now We Are Six

Boomers are actively shaping the devices, software

and services of tomorrow with the choices they

are making today when new technology products

enter the market. Baby Boomers have the numbers

and the economic clout to make their technology

choices matter. They see technology as a gift, not

an entitlement, so they are less likely than younger

generations to take it for granted. Baby Boomers

aren’t dazzled by every new gadget that comes

along. Yet by embracing innovative new services

and devices, and using them in unexpected

ways to enhance their lifestyles and values, Baby Boomers are having a tremendous influence on emerging technologies.42

Baby Boomers make up 40% of the customers paying for

wireless service, and 41% of those who purchase Apple

computers. Boomers also represent one-third of all online

and social media users, and nearly another third of them

report they are heavy Internet users, with more than 8 million

Boomers spending more than 20 hours a week online. Their

use of social networking has nearly doubled in the last

year to 42%, and 53% are on Facebook. Nielsen identifies a

sub-segment called “Techno

Boomers” who enjoy purchasing

and using new technology.

For example, they are 40%

more likely to use iPhones, and

they are also more likely to be

using business-related social

networking sites at a higher

rate.43

Baby Boomers appreciate cool

software and devices as much as anyone, but they also believe technology has the power to help bring about positive social change, and they want to make that happen. The Pew Research

Center reported that online civic engagement increased faster

among the over-50 population than among those under 50.44

Even with their accelerated use of technology, for

Boomers, word-of-mouth marketing is the most

trusted form of advertising. Boomers prefer the

combination of entertainment value and face-to-

face dialogue. Events like trade shows, hospitality

events and in- store/in-booth demonstrations that

include product related video work with Boomers.

Most Boomers say they would also prefer to try

a product as part of an experience that includes

entertainment— rather than just see the product on

the screen.

If your target market is Boomers, it is still important to keep a

little traditional TV in the mix along with Internet and mobile.

Media consumption by Boomers isn’t waning as they grow

older, it’s expanding. Traditional media still works to reach

Boomers of all ages, but it isn’t the only tool. Smart marketers

are using a wide array of digital media strategies to influence

today’s Boomers.

Boomers were the first generation to grow up with TV, so it

makes sense that they still prefer this medium as they age. In

fact, on average, Boomers watch 22 minutes more TV per day

than younger people, according

to Nielsen Media Research. And

since TV viewership increases

with age, as the Boomers

mature, their TV viewing time

will continue to rise.45

Boomers are not much different

than the Millennials when it

comes to mobile technology

adoption. The fastest growing

group of texters includes younger Boomers to age 55.

Texting is the ideal way to reach Boomers (who opt in) with information, reminders and offers.46

Baby Boomers have a unique relationship to technology.

The Boomers are simply too valuable to ignore – there is much to be gained by prioritizing them, and much to be lost by passing them up.47



Now We Are Six

• America’s 78 million Baby Boomers began

turning 65 in 2011 and will continue to do so

at a rate of roughly 10,000 every day for the

next seventeen years.

Their sheer numbers

along with their

perpetual propensity

for reinvention continue

to make them a force in the

marketplace.

• The leading members of Gen X are

almost fifty. Although small in numbers

by comparison, they have a big influence in

business, the arts, science and particularly

politics.

• Ignoring the voices of the Millennials is

something you should do at your own

peril, especially if you’re a business with a

product or service to sell.

• Gen Z, with most of the cohort still in elementary

school, is having more influence online than any

previous generation.

In order to effectively tailor digital strategies and

content marketing to reach their targets, marketers

will need to take note of how each of the

generations translates the digital marketing

trends that impact them. These trends—among them, the

dominance of online, the crowd being the thing, and the

redefinition of expert—are all trends which are incredibly

acute among the younger Gen Z and Millennial generation

of customers. But they extend upward as well in age range.

Boomers are using the Internet and especially mobile in

greater numbers. There is a huge, huge direct influence

from Millennials on their Boomer parents in everything from

technology adoption to brand preferences.

Even the Silent generation is harnessing

the power of crowdsourcing when they

use ancestry.com to discover what used

to require endless library visits, if it was

possible at all.

In a sense, everyone has

become a “digital native”

when it comes to consumer

awareness and customer

service. Regardless of the

target age (or generation)

of your ideal customer,

everyone thinks, interacts

and shops, like a Millennial

now. It’s time to plan your

business around this new

digital reality.48

With so much “up in the air” — marketers are honing their juggling skills.

About the author

Cassandra Henning is a business writer, marketer, strategist and producer whose wide ranging talents include strategic communications here and abroad. She is a manging partner at Global Matters, Inc. [email protected] p. 770 973 1705 | c: 404 661 3478

About MC2

MC2 (“MC-squared”) is a recognized leader in the exhibit and event marketing industry. Committed to education, the company sponsors white papers and articles on marketing and exhibiting and has sponsored EXHIBITOR magazine’s FastTrak education program since 2001. 800-537-8073 | www.mc-2.com



Now We Are Six

1 “Abbey Roadkill: Why every customer is a Millennial regardless of age,” Forbes, August 26, 20132 “The State of Digital Marketing in the Networked Age,” Pew Research Center’s Internet and American Life Project, April

18, 20133 (chart) “The State of Digital Marketing in the Networked Age,” Pew Research Center’s Internet and American Life

Project, April 18, 20134 “PEW Internet Report: Home Broadband 2013,” Kathryn Zickuhr, Aaron Smith, August 26, 20135 (chart) “The State of Digital Marketing in the Networked Age,” Pew Research Center’s Internet and American Life

Project, April 18, 20136 Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–20177 (chart) “The State of Digital Marketing in the Networked Age,” Pew Research Center’s Internet and American Life

Project, April 18, 20138 “The State of Social Media Marketing,” Article by David Moth, May 31, 2013. Infographic by Wishpond.9 “Mobile Computing Just Became the Third Digital Revolution of the Last Decade,” ED TECH Magazine, Jimmy Daly,

February 13, 2013 10 “The Digital Revolution,” Technopedia, 201311 Material for Meet America’s Six Generations was compiled from Packaged Facts; Demographics & Lifestyles of Baby

Boomers 2008; Generation Watch; James Brett; Marketing Daily; AmericasBestCompanies.com; “Boomers: Marketing America’s Most Valuable Generation,” Nielson and BoomAgers 2012; The Age Curve, Kenneth W. Gronbach; Varsity Branding; Frank N. Magid Associates; “First Generation of the 21st Century,” Mathew DeBord, 2012; “A New Generation Gets A Name,” DeBord Report, 2012; Rocking the Ages: The Yankelovich Report on Generational Marketing, Harper Paperbacks,1998.

Author’s Note: Since there are no hard and fast rules defining birth dates for each generation, numerous researchers and writers have redefined the dates based on their beliefs and particular purposes. Thus, other sources may cite different birth dates for generational segments that are different from those cited here. For example, Baby Boomer birth dates have also been listed as 1945–1964, Generation X birth dates as 1965–1984, Generation Y as 1985–Present (2008). Matures are sometimes broken into additional groups: “The G.I. Generation”, 1905-1924, defined by its participation in WWII, and “The Silent Generation” 1925–1944. Generational time spans vary because they are based on key influences during the formative years of that generation. Thus, the 1909–1945 birth dates of Matures span a 36-year period, while the 1946–1964 time span of Boomers is an 18 year period.

12 “Quarterly Digital Intelligence Briefing: Digital Trends for 2013,” Adobe/eConsultancy13 “A Top LinkedIn Exec On Why Content Marketing Matters More Than Ever,” fastcompany.com, May 10, 201314 “A Top LinkedIn Exec On Why Content Marketing Matters More Than Ever,” fastcompany.com15 B2B Marketing Content Benchmarking Report, June 11, 2013 16 Adobe/eConsultancy17 Adobe/eConsultancy18 B2B Content Marketing Report19 B2B Content Marketing Report20 “Gen Z:Digital in their DNA,” J. Walter Thompson Company. 201221 “Gen Z:Digital in their DNA,” JWT22 “Marketing Generation Z,” mashable.com, April 8, 201123 “Marketing Generation Z,” mashable.com24 “How to Build Your Brand With Generation Z,” forrester.com, 201325 “Marketing Generation Z,” mashable.com

Footnotes



Now We Are Six

26 “Gen Z:Digital in their DNA,” JWT27 “This Generation Wants to Be Engaged and Feel Good About Themselves,” AdAge, August 14, 201328 “Report: Marketing To Millennials: The Next Generation of Purchasing Power,” Elizabeth Shaw, June 14, 201129 Ladenburg, Thalmann & Co. Analysts30 “Why Gen Y is Going to Change the Web,” ReadWriteWeb.com, 200831 “How People Use Knowledge Networks,” The Home Technology Monitor, July 201232 Association of Magazine Media with GfK Mediamark Research & Intelligence, 2012 33 “Generational Differences in Face-to-Face Interaction Preferences and Activities,” Center for Exhibition Industry Research

(CEIR), May 7, 201334 The Power of Mobile Marketing, Mobilemarketer.com, June 19, 2013 35 “Researching Mobile Millennials: Q&A with Nielsen,” Heartland Mobile Council, February 19, 201336 Harris Interactive 37 “The Gen X CMO, Smarter Search and Smarter Content,” MarketingDaily, July 31, 201338 “Generations Online,” Pew Internet and American Life Project, 201239 “Social Communication in Advertising,” William Leiss, Publisher: Routledge, 3rd edition, September 28, 200540 “Marketing to Gen X and Gen Y,” a study conducted by InnoMedia, NuStats, and Vertis, March, 201341 eMarketer, March 201342 “Boomer Technology,” Microsoft.com43 “Boomers: Marketing America’s Most Valuable Generation,” Nielson & BoomAgers, 201244 The PEW Research Center and AARP45 “Boomers Online,” eMarketer46 “State of the Media Democracy,” Deloitte, Third Edition47 “Boomers: Marketing America’s Most Valuable Generation,” Nielson & BoomAgers, 201248 “Abbey Roadkill: Why every customer is a Millennial regardless of age,” Forbes, August 26, 2013

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