SC_WD19_2a_ChristopherCaldwell_2.docx - Boa 1 Lee Bao Professor Tokai Marketing Principles 8 September 2021 Generational Marketing Varying Online

SC_WD19_2a_ChristopherCaldwell_2.docx - Boa 1 Lee Bao...

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Boa 1 Lee Bao Professor Tokai Marketing Principles 8 September 2021 Generational Marketing: Varying Online Content by Generation When providing online content, sales and marketing professionals must appeal to consumers in four generational groups. These groups include Baby Boomers (born between 1946 and 1964), Generation X (born between 1965 and 1980), Generation Y, or Millennials (born between 1981 and 1999), and Generation Z (born from 2000 on)[ CITATION Pew20 \l 1033 ]. Because no single universal marketing strategy works for all generations, sales and marketing campaigns must be designed to attract consumers of different generations. Running such a campaign is called generational marketing. Campaign designers segment the audience and customize marketing tailor to suit specific generations[ CITATION Cha21 \l 1033 ]. According to a recent study in Market Demographics , Baby Boomers, sometimes called the “me” generation, consume the most online content, typically on their laptop or desktop computers[CITATION Cha21 \l 1033 ]. More Millennials use their mobile devices as their
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