Why read this? : We share how your marketing generation affects your view of social media. Learn why marketers from the Boomer, Gen X and Gen Y generations see social media very differently. And learn what that means for how you use this channel. Read this for ideas on how to get the most out of social media whatever marketing generation you are.
A 2017 survey showed the average age of a Chief Marketing Officer is 52. Which means the “average” CMO probably graduated in the early 1990s.
Another 2019 survey showed the chances are that they didn’t graduate in marketing though. Less than half of people who work in marketing actually have a qualification in it.
So we’ve got some senior marketers out there who never studied marketing, and were at least 10 years into their careers before social media sites started to appear in the early 2000s.
Marketing habits disrupted
That means there’s a marketing generation with long-held marketing habits which are now being totally disrupted by what social media brings to the marketing game.
What content and topics they like. What they share with their friends. Where they go, and when they do things. And, what brands they follow and buy.
All suddenly available to marketers though social media. So, you’d think all marketers would embrace those opportunities, wouldn’t you?
But speak to marketers from different generations, and you get some very different views on the value of social media for marketing.
Marketing Generation - Boomers
The ‘Boomer’ marketing generation generally scowl miserably and shake their heads wearily when you ask them about social media.
What is the world coming to, they ask, when people post pictures of what they’re having for dinner? Why are people so interested in cat and dog videos? Isn’t it all a bit shallow and meaningless? Where’s the purpose and the value?
But this is a little bit like standing in the way of a runaway truck.
Social media is now as ubiquitous and widespread as traditional channels like TV, print and outdoor. Boomer marketers know that social media offers a way to reach and engage customers. But they feel frustrated at how chaotic and unstructured it seems.
Marketing life was simpler
Because let’s face it, life was simpler for the previous marketing generation. Boomer marketers dream back to the days when there were only a few big media players.
As the ‘client’ they could look forward to being regularly schmoozed by media sales teams. It was all about whatever was trendy at the time to spend your media dollars on.
Wined and dined. Tickets to big sports events. Trips to Cannes for the advertising awards. Those still happen, but are becoming much rarer.
But now anyone and everyone can be a media publisher. Unlimited, unfiltered content about anything and everything you could possibly think of. Apart from the odd major event (particularly sports), the days of mass reach to your target audience through 1 or 2 media channels are long gone.
Nowadays, anyone on social media can now share their thoughts, opinions and yes, advertising with anyone else all over the world.
It’s all super targeted and super niche. And, it’s full of influencers so, the power of traditional media owners has been slowly diluted.
It’s like when the cowboys who grew up learning to ride a horse first started seeing the motor car. Old skills you learned start to become less valuable. And there’s a whole load of new skills to learn.
And to paraphrase the well-known expression, old marketing dogs don’t like to learn new tricks. In fact, not just do they not want to learn, they don’t even want to hear about them. They’re not listening.
Marketing Generation X
Gen X marketers at least had the advantage of still being under 35 when social media started to take off in the mid 2000s. So yes, they do remember a time when you didn’t know what that girl from school’s dog eats for breakfast. Or what movie that guy in finance you used to work with just watched.
But compared to boomers, they’re at least able to understand how it all works. They understand the potential reach it can add to their advertising messages. The marketing generation X crew are more open to newer approaches. Less stuck on traditional approaches.
And the good news is it’s this generation who are slowly pushing the Boomer marketing generation into retirement. They lead the marketing agenda in many businesses.
A social dilemma
But they also face a bit of a social dilemma. No, not that one.
Because, they also have to worry about the NOISE and QUALITY in social media. The sheer amount of poor content out there is incredible. So much content. How do you make your brand’s voice stand out from everyone else?
Because let’s face it the open access nature of social media means there’s no filter on content. Anyone and everyone can make a noise on social media.
So, the dilemma is they feel the need to be on social because that’s where customers are. But how does your brand grab attention when audiences have a dwell time measured in seconds? How do you fit social media into your wider media planning?
Then, there’s the whole concern about privacy, security and the use of data. Knowing your target audience better is like marketing catnip. But there are constant press headlines claiming most customers don’t understand the amount of data they give away about themselves.
Lots for the marketing generation X-ers to worry about when it comes to social media.
Marketing Generation Y
Gen Y and the incoming millennial generation of marketers have no concept of social media NOT existing. It’s as habitual to them as watching television is to the Boomers, or using a mobile phone is to the Gen X-ers.
A bit like Neo in the Matrix (a clue which might hint at this author’s generation), they effortlessly sail through the world of posts and likes and new channels with no second thoughts.
Like this. Put that Insta filter on. Re-tweet that. Easy.
But, there’s a big difference between using social media and using social media for marketing.
Because from a pure marketing point of view, you should look at social media as a way to build your brand identity. A way to connect with customers. The marketing job’s still the same. It’s just there’s a new tool to help you do it.
A quick marketing generation agnostic view on social media
The way we think about social media, it’s really an ‘in’ and an ‘out’ process.
The ‘in’ is the opportunity for customers to communicate directly to you via your social media channels and your social media content.
That product that got deleted ten years ago, maybe it’s got a re-release value?
That feature you thought was so great, maybe that’s not what your customers are actually thinking?
Social media is a great way to build that direct connection with your audience.
The ‘out’ then is the media side of the equation.
The figures show how high the penetration of social is. How much time audiences spend in that space. So as a marketer you’d be crazy not to consider it a part of your mix. It’s an important channel to reach your customers, because it’s where they are.
(See also our article on online marketing opportunities for more on what you can do with social).
But go very carefully.
Customers consider their social feeds as ‘their’ territory and ‘their’ space. While they recognise advertising is part of getting the service for free, they’ll be quick to reject or block anything they don’t like or find relevant.
We once heard social media for marketers as like being invited in to the front room of your customer’s house. Social media’s like an entry point into the life of your customer. (see our article on design psychology for more on entry points).
First impressions matter. You want to make sure you’re polite, engaging and wipe your shoes before you go in. Otherwise, you might never be invited back.
Social media creates divisions between the different types of marketing generation. But, if you’re serious about marketing, it’s important to put these aside, and use social for what it’s good for.
For a broader view on the impact of digital, check out our article on how digital and traditional timelines have split.