Emerging media marketing strategies can help brands connect with consumers in ways that align with their technology use, as well as the unique attributes of each demographic. Among the age cohorts that are most likely to be influenced by such tactics include millennials and Generation X.
Millennials
Adults ages 18-35, also known as Millennials, are online approximately 25 hours a week and are active on various social media platforms. According to Forbes, “62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.”
Research indicates that millennials are more likely than other generations to share their experiences on social media, which can work to create user-generated content for brands. In turn, this can increase brand authenticity – a trait important to this group – as well as consumer loyalty.
Marketers can also connect with millennials through the Internet of Things as “two-thirds of them, globally, have smartphones” and are digitally-connected at all times.
There are also traits of this generation that marketers can align with in order to appeal to this generation. For example, millennials are “more informed than ever on social issues such as obesity and equality”; therefore, brands can convey messages like the one below to tell a story that millennials can appreciate and share.
Generation X
Individuals born between 1965 and 1980 fall into the Generation X category, and have an active online lifestyle, with 80% on Facebook, Twitter or another social networking site. Digital video is also popular among Gen X, with 75% downloading or streaming video online at least once a month.
Another unique characteristic of this group is that they generally are more interested in news and politics. With this information in mind, IMC professionals can create content, such as an “edutainment” like the one below is “sure to hit the right chord with this age group.”
Other traits of this demographic include busy work schedules and a concern for fitness and wellness. Emerging media tools can be used to illustrate how brands and products align with these ideals.
For example, Starbucks’ blog provides helpful recipes to make people’s lives easier.
Walgreen’s promotes not only physical health, but mental health on their Twitter page.
What do you think? Is there a one-size fits all emerging media strategy when it comes to appealing to a diverse audience?
Exploring Emerging media 
It seems like the one thread woven between the two age groups is for businesses to have a strong social media strategy, with a focus on original content. I think if you’re a business who’s audience contains both of these age groups, you’ll want spend time catering to both groups.
Your comment around GenX and politics stuck a chord with me. In this election it seems like there has been a massive effort to get millennials involved into the political conversation and out there to vote. I wonder if the differences between the two groups’ online habits changes how a business messages to the age groups on a shared topic. Would you talk about politics differently to millennials than you would GenX, and would doing so alienate the other group?
LikeLike
I appreciate your helpful insight, and agree that a social media strategy is important to effectively engaging these groups. To address your question, I’m not sure that brands should be participating in political conversations; however, if they do, perhaps they can just do so by starting a dialogue on a political issue that is important to that specific brand: i.e., health and wellness, etc. They can use the information known about app habits, etc. to interact with specific groups. What do you think?
LikeLike
Hi Jessica, You ask about a “one size fits all strategy”. I think one of the best benefits of emerging media is that it’s easier than ever before for marketers to customize messages by ages, behaviors, demographics, etc.
LikeLike
Don’t you think marketers are missing out on an opportunity if they use one-size-fits all messaging?
LikeLike
I do! I think the research provided in my post is helpful to understanding how marketers striving to appeal to their target audience can do so with relevant messages on relevant platforms.
LikeLike