Businesses today have to market their products to several different generations, all of which have different levels of engagement, expectation, appreciation of and skill in digital. In this short series of videos we’ll find out what organisations need to do to market to a broad range of generations. In Part 1 Paul Billington, our MD at Prodo, gives us a snapshot of this complex landscape.
Paul, we’re here talking about multi-generational marketing, can you give us a quick snapshot of the wider picture?
PB: You’ve got a huge spread of differences between different generations using the internet.
It’s changing all the time, the silver surfer is becoming a very large proportion of people who use the internet and a much higher proportion of the GI generation, for example, are using the internet to transact their business.
At the other end of the scale you’ve got the teenagers, the younger people who have been completely brought up with it, they’re completely engrossed in it, they’ve got a completely different attitude towards things they purchase.
Music is a fantastic example. Music is something that, my generation, would go out and buy a record with your pocket money that you could touch and feel and you could play and you would cherish it.
Obviously today, this generation, music is purchased and deleted when it’s not needed again. Then in the middle of that, you’ve got your Baby Boomer-type generation that probably is the most affected by different trends.
At one end of it you’ve got those that haven’t really adopted it very quickly but would now be finding it extremely difficult to run their life without using the internet. Simple services like banking, paying your bills, it’s all being pushed digitally and some people at that end may struggle with it.
The other end of that generation you’ve got the digital natives that have just been brought up surrounded by technology, mobile technology and obviously more and more digital and, for them, it’s just normal.
You can find Part 2 in this series here.