Digital marketing is for all generations. But in the rightdose.

Generational preferences help shape how people encode andsubsequently decode messages. Tapping into the fundamentaldifferences between each generation gives marketers an edge inunderstanding how and why a specific demographic group thinks andacts. The behaviors of generational groups are based on theirindividual and collective values. Once we understand that, we canbe more selective and successful in stimulating the necessary callto action.

For the basis of this discussion, we will categorize the currentgenerational groups into five distinct silos: traditionalists(Grandma and Grandpa), baby boomers (Mom and Dad), Gen X and Y (thekids) and millennials (the kids’ kids).

Traditionalists and baby boomers prefer more written orface-to-face communication. Traditionalists have been shaped by theGreat Depression and World War II, which has led them to be a veryprivate or silent generation. They had to struggle to overcomeadversity, and during their business life had to deal with folks onthe value of what they said. Traditionalists believe that the wordis just that, the word. A formal structure is important to them.They want to see it in writing, but a handshake will do.

On the other hand, boomers, who did not experience the samehardships as their parents, had the good life, which bore theconcept of me first, you second. Boomers are hard workers, earlyadopters of the team concept and want complete and thorough answersto their questions. This group relies more on body language toassess the sincerity and genuineness of the message and, therefore, is geared more toward face-to-face interactions.

Fast forwarding to Gen X and Y and the millennial groups,messaging is required to be electronic, interactive, direct andfast moving. These groups have been largely shaped by theintroduction of technology on a very rapid scale.

So, does that mean that digital marketing is only for theyounger members? Absolutely not. But it may be the most effectivedose and this group can stomach lots of it. They crave it, willmultitask around it, and expect it to be readily available at theirfingertips. Understanding one’s preference does not preclude thesavvy marketer from utilizing all methods of communication to get amessage into the marketplace.

But let’s consider this point: Both Grandma and Grandpa and Momand Dad will read digital messages. The marketer’s challenge is tofind a way to capture that preference within the credit union’sdatabase, so it can be utilized more efficiently and effectively.It would be silly to discount the numerous stories of folks whodefy the typical generalizations and have a Facebook page, tweet totheir friends, use an iPhone, or write or comment on blogs.However, putting a picture of those 55 and wiser on a large digitalbillboard or crafting an email ad for handling one’s retirement maynot be the best use of resources. The main point in all of this isto separate strategy from tactic. That means the strategy is whatforms the basis for the message and the tactic (digital messaging)is how the message is deployed. Know the audience and how theyprefer to do business to get the dosage just right.

The success of the call to action for digital marketing will bethe strongest for those of Gen X, Gen Y and the millennial groups.Why? The preferences of these generations are understood to bethose that would embrace and accept all forms of electronic ordigital marketing.

Keeping this diverse group of consumers motivated today ischallenging.

Digital marketing is more than just putting a print ad into anemail. Crafting a message for print ads is more like playing a gameof solitaire; everything is laid out before you. The digital world,on the other hand, is multidimensional and requires the skills of achess player who must think on multiple levels, anticipate at leastthree moves ahead and be willing to sacrifice the queen to win thegame. Good marketers already understand this difference and haveleveraged the deployment of static versus dynamic messaging to drawin consumers to their credit unions.

They realize it’s not just one dose fits all. 

Troy Hall is the chief operations officer at South CarolinaFederal Credit Union, North Charleston, S.C.Contact 843-569-8262 [email protected]