Should Age of Target Audience Determine Online Marketing Strategy?

According to a new study released by Forrester Research, the answer is yes. The study suggests that marketers looking for the best way to reach a specific target audience should consider generational differences in search and media consumption habits. Which generational groups are we talking about here? Generation Yers (18-26), Generation Xers (27-40) and young (41-50) and old Baby Boomers (51-61).

"To plan effective integrated campaigns, marketers must start with search and layer on site messaging in the media that resonate with target consumers: buzz, blogs, and banners for Gen Yers, deep search and word of mouth for Gen Xers, print and product packaging for Boomers, and the written word for Seniors," writes Charlene Li, principal analyst at Forrester.

Following are some variations in the way generations differ in how they search.

• Search results from a general search engine account for 71 percent of site visits, with another 8 percent coming from vertical search engines.
  
  
• The most common methods for finding a site for Generation Yers are word of mouth from friends, and links from blogs.
  
  
• Generation Yers click on banners more often than other generations.
  
  
• Gen Xers, besides being prolific users of search, are best reached by "pass-along" media, including word of mouth and e-mail.
  
  
• Young Boomers and Older Boomers are fond of print media, and are most likely to visit sites they find in print ads, or on product labels.

Read Kevin Newcomb's details of this study at ClickZ News.