Generational Marketing

Generation Marketing

A large number of Generation techniques have been used in marketing products to specific consumers, these have previously been done by: race, religion, age, education etc. These things are still used in some product but large organisations are now using Generation Marketing to help them market products specifically to an age group and or gender. Depending on which of these categories the consumer falls (i.e. Generation X), within this will determines the products in which they are more likely to purchase.

There are 6 Different Generation Marketing Groups you can fall within:

1. Tweens
2. Pester Power
3. Generation X
4. Generation Y
5. Baby Boomers
6. Over 50's

Generation X is the term often applied to the generation born between 1964 and 1981, right after the end of the post World War II baby boom (1946-1964) that's how the Babe Boomers got there name. Generation X is often abbreviated as Gen X, for a time Generating X was called the "Baby Bust" generation, because of the declining birth rate that started in 1964.


Generation X: 

• UK: Born between 1966 and 1984 (aged between 31-44).
• Likes: Sharing, Chilling, Being individualistic, Like being around friends. 
• Dislikes: Bossiness and Being told what to do.
• Characteristics: Hard-Headed, individualistic, Arrogant, Risk Taking.
• Health Issues that Define Generation X: HIV/AIDS
• Values: Family orientated, career driven
• Advertising: Don't trust them, Sceptical, Cynical. I needs to be surprising and unexpected to impress them.

Below is a link to some very useful information about marketing and how the development of strong Internet services has meant that there are more and more people going online to view more and more videos through YouTube, JustinTv etc, how that has allowed companies to advertise product so that the people in whom are watching those videos that adverts that appear along side them go appeal to a certain gender or generation.


http://video.about.com/onlineadvertising/Brian-Price---Verizon.htm


People that fall within the Generation X are conscious of there image, and fitting in is very important so this would also mean that i would make them very materialistic as people relate "cool" people with nice cloths and flash gadgets. 

 

There has been a slight decrease in that factor of fitting in according to WARC 28% of people within generation X feel that it is important to "Fit" in and Men are more conscious of this factor with 31% of the believing that it is more important to fit in then to be yourself.

Out of all the generation, Generation X are more likely to watch programes after they've been screened. In the 21st century this has become vastly easier than it was before iPlayer, ITV Player and Fiver. These on demand website allow users which have missed programmes due to their busy schedule or in wanting to watch other programes that are currently showing, so when they have some free time as long as they are within the UK and have access to the internet they will be able to watch online Tv and choose te programes in which they want to view. 

As you can see from the two vidoes above the media can make you see what they want you to see, products in which they produce will never have as much of an impact as they make out one their adverts, but they target self conscious people such as Generation X. Products will use people inprefections against them and try and sell them a product which may may little difference. 



Products for females in Generation X

Products for Males in Generation X