To Know Me is to Love Me. · The shiny new crusaders for change. Gen Z. 21 MNI Targeted Media Inc....

$: To Know Me is to Love Me. · The shiny new crusaders for change. Gen Z. 21 MNI Targeted Media Inc. \ mni.com Unique & Powerful Gen Z (b. 1997-2010) Snapchat, Pokémon Go, the aftermath$
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To Know Me is to Love Me.Un-Generalizing the Generations.

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Quick Peek

Personalization Similar but different:

› Boomers› Gen X› Millennials› Gen Z

Best practices

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The personal touch can make all the difference in ROI.

Be a People Person


Being in the MomentThe more targeted the personalization, the higher the reward and greater the loyalty.Personalization isn’t new. Marketers have always been aware of consumers’ craving for tailored messaging that hits the sweet spot–it’s timely, relevant, consistent, and clever, yet somehow not creepy. Consumers feel special when they receive an email

with their name on top and a discount code attached. Customized communication leads to better consumer

engagement and retention, more share, higher conversion rates, and even positive word-of-mouth!

Over half of all companies worldwide plan to increase their spending on personalization.

Source: How’s that Personalization Going? – eMarketer, 2019.


The Personalization ScorecardMany marketers are falling short of seamlessly delivering the personal and consistent communication consumers crave. Nine-in-ten (93%) U.S. consumers said they weren’t getting

relevant marketing communications; almost as many were bothered by irrelevant messaging.

44% said they would switch to other brands that do a better job of personalizing content.

Source: How’s that Personalization Going? – eMarketer, 2019.


Know Thy Consumer!It’s not what you know that makes the difference; it’s who you know. Data is the essence of a smart campaign. It is important to strike the right balance between data and the human element to design and deliver highly impactful campaigns to consumers.The goal is to understand generational behaviors and media habits, to craft personal and timely messages relevant to the target audience. For example, you wouldn’t use Reddit to reach Boomers or newspapers to reach Gen Z.


The Generation BreakdownOne size does not fit all!

Baby Boomers(1946-1964)

Generation X(1965-1976)

Millennials(1977-1996)

Generation Z(1997-2010)


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Evolving, yet rooted

Baby Boomers


Meet the Boomers (b. 1946-1964)

The Civil Rights Act, Vietnam War, and the first Moon landing. Between 55–73 years old, making up

40% of the population. Older Boomers have retired,

while 30% are actively working. The wealthiest generation, comprising

nearly half of U.S consumer spending. Value optimism, personal gratification,

and youthfulness. Came of age during a time when a strong

household name equated to a trustworthy brand (think Coke).

Source: Marketing To The Generations: Boomers And Gen X -Media Post, 2018.


Reaching BoomersWhile media traditionalists, they embrace digital media.Preferences Default to print, television,

and radio. Trust magazines ads and often

have glossy subscriptions neatlyon display.

LOVE long-form content. Use email as go-to

digital channel. Log-in to Facebook (65%)

to communicate, and to stay abreast of latest happenings.

Consumer journey begins primarily in-store

Rely on digital to research options.

Pro TipTrust is key to reaching Boomers.Your brand, message, and media channel must be authentic.

Tactics Place ads in magazines

that align with passion points. Bridge online and offline and

user-friendly cross-platform experiences.

Place content on Facebook. Leverage the power of search

and retargeting to reach them in the moment.

Influence the influencers of their inner circle i.e., their Millennial children, grandchildren, alumni associations, etc.

Avoid over-personalization–keep it real. Source: How Millennials, Gen Xers and Baby Boomers

Use Media – Target Marketing; Marketing To The Generations: Boomers And Gen X -Media Post, 2018.


Learning from Those Who Do it Best.GeicoThe auto insurance provider leverages its legacy brand name, audience segmentation, category expertise, and multi-platform messaging to successfully court Boomers.


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Too often overlooked

Gen X


Meet the ‘Middle Child’ (b. 1965-1976)

The Fall of the Berlin Wall, Y2K, Watergate. 43-54 years old, and about 25% of the population. Dual-income households. High earners but not wealthy: mortgages,

credit card debt, car payments, and student loans. Cautious spenders representing 31%

of the purchasing power. Demand integrity and transparency from brands. Take personal pride in familial bonds, loyalty,

freedom, and self-reliance. Digital tools appeal to them partly because they

help them find good deals–about three-quarters will make at least one digital purchase this year.

Source: Engarde – Media Usage by Generation; Gen X 2019 – eMarketer.


Reaching Gen XThey are a sweet combination of analog and digital media users, and make loyal customers.Preferences Prefers messaging from

known sources. More digitally savvy than

Boomers, and moreloyal to TV than Millennials.

Digital videos are an indispensable part of their media mix.

Generally not mobile-first, preferring laptops to access the web.

Use social media for socializing, not shopping, preferring Facebook and Instagram.

Pro TipFuel their family-driven motivations. Deliver messages related to family life; appeal to their sense of pride in their children.

Tactics Craft messaging that makes

this ‘forgotten generation’ feel wanted.

Deliver messaging that emphasizes benefit for their families.

Earn their trust with transparency, and they will reward you with their loyalty.

Don’t exclude traditional media. Trigger nostalgia with a good piece of magazine advertising.

Be social–gently nudge them. Think results-oriented messaging on Facebook and YouTube.


Learning from Those Who Do it Best.VolkswagenVolkswagen appeals to its target audience—Gen Xers—by understanding how important familial bonds are to them, and showing how the brand fits in.

https://www.youtube.com/watch?v=2zwMWLE9fBU

https://www.youtube.com/watch?v=2zwMWLE9fBU


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Shattering stereotypes by just being.

Millennials


Mull with the Millennials (b. 1977-1996)

9/11, The Great Recession, Obama’s Election, Sandy Hook Shootings, Facebook 23-42 years old and poised to make up nearly half

of the workforce by 2020. Credited with nearly 20% of total U.S. spending. They value authenticity, self-expression, and experiences

over material possessions, flexibility. The immediate gratification generation: the first to have

everything at their fingertips. Came of age with Facebook.

Source: Engarde – Media Usage by Generation.


Reaching MillennialsSensory and content overload adds to their daily stressors. Seek experiences that enable them to digitally disconnect.Preferences Digital first: spend most of their

media time on screens of all sizes, mostly smartphones.

Watch videos, read blogs, curl up with a book (ebook or print), stream the latest sitcoms, tweet to their favorite and least-favorite brands, listen to podcasts, and upload pictures.

A generation of sharers. Conduct device-agnostic research

online, yet prefer making purchases in-store.

Amazon is their go-to.

Pro TipClear the clutter. Clean, crisp communication that is consistent but not annoying or overwhelming works best.

Tactics Tell them what you are doing

for them and for the welfare of others. Include/ask for their input.

Transparency and honesty matter. Don’t hide your intentions –be direct.

Share data for tailored offers and experiences.

Use social media to connect. Aural platforms and podcast

ads resonate. Television is their time

to ‘disconnect’. Speak to them via succinct

magazine ads.Source: Engarde – Media Usage by Generation; Gen X 2019 – eMarketer.


Learning from Those Who Do it Best.Free PeopleFree People’s messaging helps transform apparel shopping into a deeper and more desirable experience for its core target–Millennial women.


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The shiny new crusaders for change.

Gen Z


Unique & Powerful Gen Z (b. 1997-2010)

Snapchat, Pokémon Go, the aftermath of the Great Recession, Terrorism. 9-22 years old. Socially active and responsive. On track to influence 40% of all spending by 2020. Saw their parents’ net worth fall by over 40%. See identity as fluid. Social media fluent. Skilled multi-taskers with laser focus. 62% are more comfortable expressing themselves

digitally than in person. Watching their older cohorts get in trouble for posting

controversial social media content, they value privacy. Source: Engarde – Media Usage by Generation; The Now Generation – GfK;Who is Gen Z? How teens are consuming content – The Drum.


Reaching Gen ZNever knowing life without a smartphone, or trying to remember a fact without Siri or Google ready for the assist.Preferences Are content creators, sharers,

and consumers. Highly selective of what they

consume and give their attention only to content that they deem is deserving of their time.

Born into the emoji and meme generation, they communicate through images and text, mostly using visual platforms (Snapchat, Instagram) and private apps (Whisper, Secret).

View more than they read. Care deeply about social impact They expect a conversation–

not to be marketed at.

Pro TipSocial media influencers really do have the power to convince Gen Z to make purchases.

Tactics Think edgy, highly visual content. They watch 68 videos a day, and

are able to sort through content faster than anyone before them.

Social videos with large text overlays allow for easy digestion on typically muted platforms

Create content that connects with them on a personal level.

Own a cause and make it part of brand offering.

Provide opportunities to create user-generated content around your product or brand. Source: How Millennials, Gen Xers and Baby

Boomers Use Media – Target Marketing;Marketing To The Generations: Boomers And Gen X -Media Post, 2018.


Learning from Those Who Do it Best.Museum of Ice Cream (MoIC)While ice-cream is a universally adored treat, MoIC’speppy stores, high-energy messaging, and immersive experiences are tailored to their key demographics –Gen Z and younger Millennials.


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There’s something for everyone; the key is keeping messaging personal.

We Are Family


Check-ListThe key to understanding consumers’ path to purchase is respecting that emotions are action oriented. Take time to do a deep dive into audience

preference. Spend time understanding who they are, and what makes them tick.

Identify how each audience group consumes content, interacts with channels, and how they like to be reached.

Personalize your message according to what they value most, and find ways to show them how your brand delivers these values.

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To Know Me is to Love Me. · The shiny new crusaders for change. Gen Z. 21 MNI Targeted Media Inc....

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