Generational Marketing Part 3: Captivating Gen X

In the third installment of Insights ABM’s Generational Marketing guide, our team provides insights for connecting with consumers in the Gen X demographic. According to Investopedia, there are approximately 65 million Gen Xers, people born between 1965 and 1980.

While many businesses focus their digital marketing efforts on Millennials and Gen Zers, the sheer size of the Gen X cohort means they can’t be ignored. If you want to improve your ability to connect with this massive target audience, join us as we explore effective digital strategies for businesses as they relate to captivating Gen X.

The Mindset of Gen X

All too often, Gen X consumers get neglected as businesses become fixated on targeting Baby Boomers or Millennials. However, Gen X includes tens of millions of prospective customers, which means that at least some of your marketing efforts should be directed at this huge market.

Gen X is stuck between two more prominent groups of consumers, and they share characteristics of both. Like Millennials, they tend to eagerly adopt the latest tech, but they also have the same interest in accumulating material goods as their parents, the Baby Boomers. 

This combination of traits creates a great opportunity for savvy marketers that know how to connect with their audiences.

Key Gen X Trends and Stats

According to recent research, nearly 3 out of 4 (72%) Gen Xers rely on the internet to research companies before doing business with them. Perhaps more importantly, 54% of Gen Xers feel brands ignore them with their marketing efforts and are quite frustrated about this development.

How can you use this information to your advantage? First, you must dedicate some of your marketing efforts toward targeting Gen X consumers. Secondly, it is vital that you build and maintain a strong brand image throughout the digital marketplace. 

If you are actively advertising to Gen Xers and they can easily find positive information about your brand online, they are much more likely to do business with your company.

Preferred Gen X Communication Mediums

Even the most expertly-crafted digital strategies for businesses will be ineffective if they do not leverage the right communication mediums. Fortunately, Gen Xers are active in many of the same digital spaces as Millennials, which makes life a whole lot easier on your marketing team.

As always, major social media platforms are an excellent channel for generating buzz about your brand. Whereas emerging options like TikTok are more widely used in Gen Z circles, more established options like Facebook, Instagram, and even Twitter are popular among Gen Xers.

In addition to the platforms mentioned above, make sure to leverage YouTube and LinkedIn when zeroing in on Gen X consumers. Pretty much everyone loves YouTube, except for the oldest consumers—think 65 and up—and even many individuals in that age demographic tune in to the video streaming giant from time to time.

Other noteworthy marketing mediums include traditional email-based advertising and cable TV ads. Even though more sophisticated marketing methods have been developed, old-school email drip campaigns can still make an impact on your target audience.

Insights ABM: Providing Digital Strategies for Businesses

While the information above can certainly help you improve your ability to connect with Gen X consumers, the most effective way to expand your digital presence is to partner with a proven strategist like Insights ABM.

As Dallas’ premier digital marketing strategy agency, we provide a full suite of services that are designed to captivate, inform, educate, and build your brand. Whether you need paid search campaign management, performance marketing services, branding and design guidance, or a complete digital strategy, we can help.

To learn more about this exciting opportunity, schedule your free consultation with Insights ABM.