Do you need to refine your web marketing strategy to better reach the target with Generation X members? Before jumping headlong into this process, let’s take a quick look at what you need to know about this band.
Web marketing strategy for generation X: What you need to know
1 ) Gen X does a lot of research and shopping online
To reach Generation X members, it is essential to have a very sophisticated e-commerce site. In this regard, note that many do in-depth online research on the products they want to buy and are particularly fond of purchases on e-commerce sites. You could even say that Generation X is the one who seeks the greatest amount of information before trusting a new brand or a new company.
Let’s continue by mentioning the importance of having an e-commerce site displaying precise and contextualized information, which must be easily found and updated regularly. Otherwise, you will quickly lose their interest, especially since they are reluctant to sacrifice their time due to the extent of the research they do before becoming a buyer.
Moreover, their requirements compared to e-commerce sites are higher, making them more selective than the companies with which they do business. Great interest is given in particular to the absence of delivery costs, as well as the possibility of being able to reserve a product online and pick it up in-store.
2) Generation X is addicted to social media
If we can be led to believe that millennials embody the generation whose universe revolves most around new technologies and, more particularly, social networks, this is not the case. Indeed, Generation X would be the one with the highest rate of social media use. On this point, let’s continue our reflection by saying that a very large number of them use Facebook and LinkedIn, which makes these social networks effective communication channels to get in touch with them.
They regularly consult the news about companies that have aroused their interest in the past, demonstrating the possibility of maintaining a long-term relationship with this clientele thanks to social networks.
3) Generation X loves YouTube
Did you know that YouTube is visited by more than 1.5 billion Generation X individuals annually? Given this rather impressive attendance rate, it’s no surprise that we can establish that this platform is a great asset for your web marketing strategy.
And what emerges from the analysis of the observed videos? Most of these show a propensity for nostalgia, a trait specific to members of this generation. To this end, 75% of the videos viewed have one particular trait in common: reporting an event, a film, or individuals belonging to the past. Therefore, this interest in the past certainly deserves to be exploited as part of a web strategy intended for Generation X members.
Many companies have already understood the many benefits of harnessing this reality, as evidenced by this awesome (and let’s say adorable) Volkswagen commercial starring none other than a cute little Darth Vader.
The time spent by Generation X on YouTube is also done to get informed (68%) or learning how to perform a task (renovating, cooking, repairing, etc.) on their own (73%). But why post a video showing how to do something?
Although apparently, this is of little use to the sale of a product or a service, it should be remembered that this initiative is excellent to illustrate your expertise. The procedure to be followed is correctly explained, and its realization gives rise to a good result? There is a good chance that those who have trusted you for this small DIY project will also trust you to carry out projects whose scale and complexity require calling in a professional.
If you still doubt the relevance of including YouTube in your web marketing strategy, know that three-quarters of Generation X members visit this platform every month. What’s more, 64% of those have already purchased a product or service featured on YouTube. So there you have it, that the skeptics are confused!
4) She responds well to email marketing
As individuals in this age group are very active in the labor market, checking their emails is often a habit in their daily lives. As a result, Gen Xers are the best responders to email marketing. So for those who believed this era is over, know that it is not!
Need more advice on how to make an email marketing campaign a success? Please read our article Email Marketing Campaign: 8 Things to Know.
5) she’s sentimental
Suppose nostalgia undoubtedly evokes the sentimental side of members of Generation X. In that case, this latter is also manifested by the types of advertisements appreciated by this audience, which include scenes from everyday life or illustrate moments from family life. This tells a lot about the meaning your online marketing campaign will use to promote your goods or services.
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