Understanding digital demographic cohort in business
Demographic segmentation is among the strongest marketing strategies existing online. It offers endless opportunity to reach a specific audience with tailored information for your business.
Development of high internet connectivity has cut physical geographical barriers and distances. Marketers and businesses don’t have to worry about when or where they can advertise to their niche as the world is now one.
Understanding your market audience will help you narrow down specific people who can interact with your business willingly. Consider this to be your first initiative when planning for your next marketing strategy.
In social media, for instance, you might need a different content strategy since there are distinct groups with various taste and preferences.
However, there are simple collective words/names to comprehend different audiences in the online world.
You might have heard of baby boomers, millennials & generation Z, before, the fact is they are everywhere in the online society. Why is it important to learn from them? It’s because understanding each group’s needs and habits is paramount to creating a successful digital strategy.
To begin with, baby boomers in the developed world are demographic cohorts to exist between the years 1946-1960’s. In Africa, of course, we can assume this group to be born during the rise of new economic transformations in the 1960s-1970s.
This population gives the highest regards to traditional values thus most of them are conservatives. Baby boomers, although consider themselves special and strong, think they can guide future generations to sustainability.
It’s interesting to see how miraculously baby boomers have transformed into adopting the latest technology trends.
Some of them even have social media profiles. Unarguably, the internet has also become part of their lives regardless of what values they hold so dear.
Baby boomers are also; team-oriented, independent, strong work ethic, disciplined and mentally focused.
Millennials, or sometimes referred to as Generation Y. Their period is traced back from the 1990s. These are dominant in the world today cause of their growth in the social media world and are tech savvy.
These are the ones your digital marketing strategy should focus on whether you want to build brand awareness, growth, engagement or customer acquisition.
They are not entitled to anyone but themselves, therefore, you should be extra careful on your content marketing strategy.
Millennials live in a community where word of mouth is powerful, a place where they put their interests and aspirations first before anyone else’s or business. I would recommend you build or advertise your product and service around them.
Millennials are tech-savvy, just keep in mind they will be researching and monitoring for the relevance of all your business ads.
This means you have to be honest with them at every stage, most importantly celebrate or create a lifestyle advertisement for them.
They have high expectations so the exciting the ad, the better chances you have to win them over.
Convenience and authenticity is a top priority if you want to dominate the digital space with them.
Furthermore, to capture qualified leads you have to ensure each commitment you make online is met and guaranteed.
For instance, the seamless user experience of your website or app, fast delivery, quick customer service, simple checkout, and other subtle mechanics.
Your marketing strategy must establish specific goals for each target audience. Should you choose millennials or baby boomers then you must understand how to approach each separately.
Regardless of what approach you choose, your tone and content strategy will surely matter to guarantee the success of your campaign.
Before you start planning, do a short interview by selecting a sample from the demographic cohort.
