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Age Matters In Marketing

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Nancy TrentNancy Trent

Throughout the history of time, the way we market and advertise has constantly evolved. While in the past you may have seen advertising that contained very specific words crafted to spell out the message clearly with precision, today you see things more imaginative that instantly grabs your attention. This alone being proof that different generations respond favorably to different marketing techniques, no longer can you bunch up messages in an attempt to win over every generation. Each group has different needs and wants, and marketing has to be tailored to each one.

How do we do this? We know that no generation likes to be knowingly sold. However, everyone wants to be seduced and think it was their idea. This requires a skilled marketer.

Let's first start with Baby Boomers (51-69 years old)

This is the wealthiest and largest generation in U.S. history. This group is extremely brand loyal with 44% buying the same brands on a regular basis. An abundance of trust has to go into changing Baby Boomers' regular habits.  Boomers realize their health will determine how they live for the next 20 to 30 years. An interesting phenomenon to note is that the healthier consumers are, the more willing they are to pay for more healthy services and products. Most know they need to make changes in their fitness routines. They are not interested in fad workouts, miracle remedies or deprivation of any kind. They make choices that give their bodies the best opportunity to live a longer and healthier life. While younger generations may seek out the opinions of peers before investing in a product, Boomers and X-ers are impressed with celebrity endorsements. Gen Y and Millennials aren't as much.

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