This document discusses different generations and their characteristics for marketing purposes. It segments populations into generations based on their birth years and experiences. For each generation, it outlines defining life experiences, personality traits, and preferences for media and how to effectively engage them. The goal is to help a financial client target and communicate with college-aged Generations Y and Z. It provides advice on understanding audiences across generations to improve outreach and bonding.

1. Benj Arriola
@benjarriola

2.  Social Media
◦Social Networks
◦Social Bookmarking
◦Images/Videos
 SEO
Friends, Fans, Followers
Votes, Likes, Shares, Tweets
Views, Likes, Favorites, Comments
LinksNatural Links

3.  Social Media
◦Social Networks
◦Social Bookmarking
◦Images/Videos
 SEO
Natural Results
Be Real
Friends, Fans, Followers
Votes, Likes, Shares, Tweets
Views, Likes, Favorites, Comments
LinksNatural Links

4. Things you can
talk about
About
you
What they are
interested in
About you

5. The Generations

6. The Generations6 US Generations
1930 1946 1965 1977 1994
Pre-Depression
WWI Generation, G.I. Generation
Age: 83+
Baby Boomers
Boomers, Sandwich Generation
Age: 48-67
Depression Generation
Silent Generation, Traditionalist
Age: 67-83
Generation X
Slackers, Why Me, Latchkey
Generation
Age: 36-48
Generation Y
Millennials, Generation Wired
Age: 18-36
Generation Z
Tweens, Generation 9/11
Age: < 18

7. Client in the financial industry
 Wanted to target college students
 Generation Y
 Millennials, Gen
Wired
 Born 1977-1994
(18-35 years old)
 Generation Z
 Tweens,
Generation 9/11
 Born after 1994
(18 years old and
below)

8.  Due to rapid baby boomer
retirement, Millennials will be
given high levels of
responsibility earlier in their
careers than previous
generations.
 78% of college students
◦ 1st Credit Card at 18-19 yrs. old
 23% of college students
◦ 1st Credit Card after 20 yrs. old
 43% of all college students
◦ Own 4 or more credit cards
 65% of 18 to 19 year olds
◦ Failed a financial literacy test

9. Generation Y & Z Characteristics
 Generation Y
 18-35
 Characteristics
◦ Self-absorbed, self-reliant,
impatient
◦ Open-Minded, optimistic,
goal-oriented, highly
motivated by perceptions of
success and image.
◦ Multi-taskers
◦ United
◦ Global thinkers
◦ Anything is possible
◦ Creators, distributors and
users of content
 Generation Z
 18 and below
 Characteristics
◦ The new conservatives –
traditional beliefs, family unit,
self-controlled, responsible
◦ Never lived without the
internet
◦ Accustomed to messages
bombarding them at all sides.
◦ Peer acceptance
◦ Believe they can change the
world
◦ Most imaginative
Everything
should be
easy to find
Everything
should be
easy to find

10. Generation Y & Z Characteristics
 Generation Y
 18-35
 Characteristics
◦ Self-absorbed, self-reliant,
impatient
◦ Open-Minded, optimistic,
goal-oriented, highly
motivated by perceptions of
success and image.
◦ Multi-taskers
◦ United
◦ Global thinkers
◦ Anything is possible
◦ Creators, distributors and
users of content
 Generation Z
 18 and below
 Characteristics
◦ The new conservatives –
traditional beliefs, family unit,
self-controlled, responsible
◦ Never lived without the
internet
◦ Accustomed to messages
bombarding them at all sides.
◦ Peer acceptance
◦ Believe they can change the
world
◦ Most imaginative
Everything
should be
easy to find
Everything
should be
easy to find
A guide for
their
dreams
A guide for
their
dreams
A guide for
their
dreams

11. Generation Y & Z Characteristics
 Generation Y
 18-35
 Characteristics
◦ Self-absorbed, self-reliant,
impatient
◦ Open-Minded, optimistic,
goal-oriented, highly
motivated by perceptions of
success and image.
◦ Multi-taskers
◦ United
◦ Global thinkers
◦ Anything is possible
◦ Creators, distributors and
users of content
 Generation Z
 18 and below
 Characteristics
◦ The new conservatives –
traditional beliefs, family unit,
self-controlled, responsible
◦ Never lived without the
internet
◦ Accustomed to messages
bombarding them at all sides.
◦ Peer acceptance
◦ Believe they can change the
world
◦ Most imaginative
A guide for
their
dreams
A guide for
their
dreams
A guide for
their
dreams
Leverage user
generated
content (UGC)
Leverage user
generated
content (UGC)

12. Generation Y & Z Characteristics
 Generation Y
 18-35
 Characteristics
◦ Self-absorbed, self-reliant,
impatient
◦ Open-Minded, optimistic,
goal-oriented, highly
motivated by perceptions of
success and image.
◦ Multi-taskers
◦ United
◦ Global thinkers
◦ Anything is possible
◦ Creators, distributors and
users of content
 Generation Z
 18 and below
 Characteristics
◦ The new conservatives –
traditional beliefs, family unit,
self-controlled, responsible
◦ Never lived without the
internet
◦ Accustomed to messages
bombarding them at all sides.
◦ Peer acceptance
◦ Believe they can change the
world
◦ Most imaginative
Leverage user
generated
content (UGC)
Leverage user
generated
content (UGC)
Give a Feeling
of
Belongingness
Give a Feeling
of
Belongingness

13. Generation Y & Z Characteristics
 Generation Y
 18-35
 Characteristics
◦ Self-absorbed, self-reliant,
impatient
◦ Open-Minded, optimistic,
goal-oriented, highly
motivated by perceptions of
success and image.
◦ Multi-taskers
◦ United
◦ Global thinkers
◦ Anything is possible
◦ Creators, distributors and
users of content
 Generation Z
 18 and below
 Characteristics
◦ The new conservatives –
traditional beliefs, family unit,
self-controlled, responsible
◦ Never lived without the
internet
◦ Accustomed to messages
bombarding them at all sides.
◦ Peer acceptance
◦ Believe they can change the
world
◦ Most imaginative
Give a Feeling
of
Belongingness
Give a Feeling
of
Belongingness
What is APR?
How to choose
a credit card
Student credit
card
application
How to choose
the best
student loans
Choosing the
best college
degree
Ultimate guide
applying for
college
Best careers
for the next
generation
Tips Getting
Through
College
What made
you choose
your
university?
Tell me your
best college
experience?
What subject
do you hate the
most?
What will you
miss in high
school?
Brother-Sister
Mentorship
Program
Freshman
Welcome Party
Organizations
Guide
Online Study
Group
Everything should be
easy to find
A guide for their
dreams
Leverage user
generated content
(UGC)
Give a
Feeling of
Belongingness
Foundation of Content Marketing

15. Pre-Drepression Experiences
 Born before 1930;
Age: 84+
 Children during WWI,
adults during WWII
 Traumatic times
 Economic strife
 High unemployment
rates
 Witnessed radical
social and
technological changes
over lifetime

16. Pre-Drepression Characteristics
 Born before 1930;
Age: 84+
 Conservative
 Altruistic
 Less materialistic
 Concerned with health,
aging, financial &
personal security

17. Pre-Drepression Media Interaction
 Reaching Out:
◦ Newspapers, Magazines
◦ Large Type
◦ Simple Language
When interacting with the elderly, try getting in touch with their children.

18. Drepression Generation Experiences
 Born 1930-1945;
Age: 67-83
 Small children
during Depression
or WWII.
 Witnessed
America’s rise as a
superpower.

19. Drepression Generation Characteristics
 Born 1930-1945;
Age: 67-83
 Patriotic
 Value social
tranquility, family
togetherness
 Conformity
 Slow to embrace
anything new and
distrust change
 Youngest of the
generation in
emerging media, but
is a fast growing
group.

20. Drepression Generation Media Interaction
 Introduction of Television  Reaching Out:
◦ Stress simplicity,
ease of use, service,
convenience, and
support
◦ Use “we” and “us”
◦ Show appreciation
◦ 3% of social web
We have a growing population of seniors on social media.
3% may look small, but 3% of 1B is 30M!

21. Baby Boomers Experiences
 Born 1946-1964;
Age: 48-67
 Dramatic increase in
birth
 Were indulged youth
 Community spirited
progress

22. Baby Boomers Characteristics
 Born 1946-1964;
Age: 48-67
 Value individualization,
self-expression, and
optimism
 Workaholics
 Health, energy &
wellness are major goals
for them.
 Family values (Empty
nesters and caregivers)
 Not “seniors”

23. Baby Boomers Media Interaction
 Tri-Media:
◦ TV, Radio, Print
 Communication
◦ Touch Tone Phones
◦ Direct Distance Dialing
◦ Data Communication
New technology usability should always consider used conventions in old technologies.
Being price conscious, always show why the price is worth their money.
 Reaching Out:
◦ Like luxury, feel entitled to a
good life
◦ Price conscious
◦ Like products & technologies
that make life easier, save time,
and aren’t rip offs.
◦ Sites must be rich with relevant
info & easy to navigate
◦ Nearly 30% of social web
◦ Over 70% use the internet as a
communication vehicle
◦ Heavy email users

24. Generation X Experiences
 Born 1965-1977;
Age: 36-48
 Reached adulthood
during difficult economic
times
 Grew up quickly
 Multiculturalism and
thinking globally = norm
 Personal computers
 New home buyers
caught in the housing
bubble
 Dot Com Boom &
Bubble

25. Generation X Characteristics
 Born 1965-1977;
Age: 36-48
 Free agents not team
players
 Less traditional
 Pessimistic, skeptical, and
disillusioned
 Questioning of
conventionality
 Balance family, life & work
– no sacrifices
 Disloyal to brands &
companies
 Some are still
disconnected to
technology by choice.

26. Generation X Media Interaction
 Tri-Media:
◦ TV, Radio, Print
 4th-Media
◦ Internet
 WWW
 Email
 Chat
 Social Media
 Games
 Forums
 Etc.
Dealing with Generation X is more about customization/personalization.
Photo Credit: http://dunetimpact.org/
◦ No overly slick pitches
◦ Informal communication style
◦ Internet, e-mail, multi-media
◦ About 25% of social web – 37 average age
 Reaching Out:
◦ Appreciate value
◦ Flexibility without long-term commitment
◦ Products & messages designed uniquely
for their tasks & lifestyles

27. Generation Y Experiences
 Born 1977-1994;
Age: 18-35
 Children of Baby
Boomers
 Immense & fast-
paced change
 Dual-income
households, wide
array of family
types, respect for
ethnic & cultural
diversity
 Computers in
home & schools
Millennials Gen X Boomer Silent
Watch more than an hour of TV 57% 67% 78% 82%
Sent or received an email 56% 57% 54% 26%
Read a newspaper 43% 50% 58% 73%
Watched an video online 32% 23% 9% 7%
Posted a message to an online profile 32% 22% 9% 3%
Played video games 28% 14% 15% 6%
Pew Research Center, Feb 24, 2010
Select Activities of US Adults in the Past 24 Hours, by Generation, Jan (2010)

28. Generation Y Characteristics
 Born 1977-1994;
Age: 18-35
 Self-absorbed, self-
reliant, impatient
 Open-minded,
optimistic, goal-
oriented, highly
motivated by
perceptions of
success & image
 Multi-taskers
 United
 Global thinkers
 “Anything is possible”
 Creators, distributors,
and users of content
Millennials Gen X Boomer Silent
Watch more than an hour of TV 57% 67% 78% 82%
Sent or received an email 56% 57% 54% 26%
Read a newspaper 43% 50% 58% 73%
Watched an video online 32% 23% 9% 7%
Posted a message to an online profile 32% 22% 9% 3%
Played video games 28% 14% 15% 6%
Pew Research Center, Feb 24, 2010
Select Activities of US Adults in the Past 24 Hours, by Generation, Jan (2010)

29. Generation Y Media Interaction
 Internet:
Emerging Media:
◦ Social
◦ Games
◦ Mobile
◦ Search
◦ Etc.
Generation Y: (1) Exactly how I want it to be and I want it now.
(2) Honest user reviews (3) Gamification
 Reaching Out:
◦ Like choice, speed & customization, easily bored, change ads frequently
◦ Greater purpose rather than the bottom line
◦ Feature brand as instrument of change
◦ Honesty, humor, uniqueness & info
◦ Provide challenges
◦ Referral marketing
◦ Social media, text messages, apps, internet
◦ 27% of social web users
Photo Credit: http://freshtightdesigns.com/

30. Generation Z Experiences
 Born after 1994;
Age: < 18
 Older parents, less likely
to divorce
 Global terrorism,
aftermath of 9/11, school
violence, economic
uncertainty, recession.
 “Tweedom” – teen
aspiration at cost of loss
of childhood

31. Generation Z Characteristics
 Born after 1994;
Age: < 18
 The new conservatives:
traditional beliefs, family
unit, self-controlled,
responsible
 Never lived without the
internet
 Accustomed to messages
bombarding them at all
sides.
 Peer acceptance
 Believe they can change
the world
 Most imaginative

32.  Reaching Out:
◦ Online communities/ social
networks
◦ Short attention span
◦ Visuals
◦ First to use “Chatspeak” in
real life (e.g. u r gr8)
◦ Abbreviations
◦ Humor, creativity
◦ 15% of social web users
◦ Usability: Intuitive UI, does
not require extensive
education.
Generation Z Media Interaction
Easy to learn even without prior training.
This has also been helping out the older generations with the technology gap.

33. Summary
 Social Media & SEO
◦ Be natural
◦ Be real
 Reaching out
◦ Communication
◦ Bond
◦ Understanding your
audience
 Know their generations
◦ Know their experiences
◦ Know their characteristics
◦ Know how to approach them

34. Myself And This Research
 Benj Arriola
◦ SEO Director, Internet Marketing Inc.
◦ linkedin.com/in/benjarriola
◦ facebook.com/benjarriola
◦ @BenjArriola
 Research Credits
◦ Devon DeMars
 Social Media Manager, Internet Marketing Inc.
 linkedin.com/in/devondemars
 @DevonDeMars
◦ Williams, K.C., Page, R.A., Marketing to the
Generations 2010 Journal of Behavioral Studies

35. Thank You!
Benj Arriola
SEO Director, Internet Marketing Inc.
linkedin.com/in/benjarriola
facebook.com/benjarriola
@BenjArriola