Brands should forget about trying to appeal to different generations such as Baby Boomers and Gen Y, according to one marketing expert.
John-Paul Syriatowicz, group chief executive of digital strategy company Squiz, believes businesses need to be targeting a group he calls “Generation C” instead of the traditional age categories.
After all, while the younger generations generally spend more time online, a person’s age does not determine what they are interested in or what they demand from an online retailer.
Writing in B&T, Syriatowicz says brands need to be targeting all people who are digitally savvy in order to rapidly scale.
“Generation C is the new breed of customer that will change your marketing strategy,” Syriatowicz says.
“Unlike Generation X, Y or Z, they’re not defined by age, but rather categorised by living and breathing technology, and spending significant amounts of time seeking out content. “Generation C is a force to be reckoned with; commandeers of the digital world, driving culture and commerce through a range of digital pursuits.
“Its demographic is a unique blend of 16-year-olds who have grown up with computer literacy, to a senior who has caught up with status quo and is now shopping online.”
Syriatowicz points out that businesses should be targeting customers who are able to write and share reviews, compare pricing and use social media.
This way, businesses are able to reach new audiences faster and build up a loyal fan base – just think of how quickly Netflix or Spotify have come to dominate the television and music industries.
Here are three tips from Syriatowicz on how to snap up and retain digitally-savvy customers.
Use modern, beautiful technology
Syriatowicz says these days, people are time-poor and therefore very selective about the brands they open their wallets for.
“You need to optimise their consumption for maximum returns, and give them the knowledge they crave to make smart decisions,” he says.
“You need to have seamless technology that looks beautiful and feels intuitive.”
Do customer research
“Forget about the old standards of customer engagement and experience,” Syriatowicz says.
“If you want to properly engage with Generation C, you will need to take the time to understand them properly. They’ll know when you’re being genuine and when you’re not, and when you’ve really taken the time to make things easier for them.”
“Are the correct technology, design and marketing systems in place with your organisation to keep Generation C’s attention?” asks Syriatowicz.
“Every marketing and business decision you make when considering Generation C should have technology at the core.”