Understanding Generation X and its challenges for digital marketing

Through our Digital Marketing Agency Optimize 360

Generation X is often forgotten between the Baby Boomers and the Millenials.

Yet this generation, born between 1965 and 1980, is an important target to take into account in your digital marketing strategy.

In this article, we'll take a look at the definition of Generation X and the best practices for working with this target group in digital marketing.

Generation X

Who is Generation X?

Generation X includes people born between 1965 and 1980. This generation therefore falls between the Baby-boomers (born between 1946-1964) and the Generation Y or Millennials (born between 1981 and 1996). Generation X grew up with major technological advances such as the advent of the Internet and the beginnings of mobile telephony.

The key features of this generation

Here are some of the key characteristics of Generation X:

    • Entrepreneurial values : Generation X is more attracted by the idea of setting up their own business and being independent.
    • Adaptability to change : Our environment has changed rapidly - the fall of the Berlin Wall, globalisation, the digital age - and this has given us a great capacity to adapt.
    • Career aspirations focused on work/life balance: To avoid repeating the mistakes of the previous generation, Gen-Xers attach particular importance to this balance in their lives.

How do you target Generation X in digital marketing?

Now that we've defined this generation, it's time to talk about strategies for working effectively with this target group in digital marketing.

Adjusting your communication

To interact with Generation X, it is essential to use a different language from that used to communicate with Millenials. Gen-Xers are less receptive to the #hashtags and glib images used by some advertisers to appeal to younger people. They also appreciate a direct and sincere tone in the way they communicate.

Choosing the right distribution channels

Gen Xers mainly use social media to stay connected with their friends and family. It is therefore advisable to focus on platforms such as Facebook, LinkedIn or even Twitter to reach this target.

However, don't forget that Generation X grew up with e-mail. That's why setting up well-targeted email campaigns can be a very effective way of reaching members of this generation.

Propose relevant content

To appeal to Generation X, think about creating content that speaks to them and addresses their concerns. For example, tackle the themes of entrepreneurship, personal development or work-life balance.

What's more, Generation X particularly appreciates long, detailed formats. So don't hesitate to create blog webinars, and even white papers to arouse their interest.

Highlight customer testimonials

Generation X is sensitive to word-of-mouth and recommendations from friends and family. It may be a good idea to incorporate into your digital marketing strategy sincere and authentic customer testimonials that reflect their experience of your product or service.

A few tips to improve your approach to marketing to Generation X

Supporting customers throughout the purchasing process

In concluding this text, it becomes clear that the specificity of targeting for each generation requires a level of compliance with the varied preferences of the target populations.

Generation X has grown up with the Internet and online shops, but remains attached to the notion of customer service. To reassure this target group, don't hesitate to provide support and guidance throughout the online purchasing process, for example via live chat or a detailed FAQ.

Authenticity and transparency

Generation X are attached to authenticity and transparency. So make sure you work hard on your brand image and communicate clearly about your values and commitments (ethical, environmental...).

Think "mobile first

Although they didn't grow up with smartphones, Gen Xers have quickly adopted these devices into their daily lives. So it's vital that your website is optimised for smooth, enjoyable mobile browsing, as well as your advertising and email campaigns.

In short, Generation X represents a varied and interesting target group for digital marketing strategies.

By adjusting your communications, choosing the right distribution channels and offering relevant content, you'll have every chance of winning over this generation, which is often overlooked by marketers.

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