Age segmentation. Effective targeting strategies
People's habits, preferences, interests and aspirations change at different stages of their lives. Age segmentation plays an important role in the development of marketing plans because each age group receives information from different channels and sources. By supplementing age data with information on education level, family size, occupation, ethnicity and income, accurate and personalised advertising campaigns can be created.
Betonlogos' corporate tools allow you to conduct research on the needs and preferences of target audiences (B2B, B2C) of different age groups. In this article we would like to share our experience and talk about age segmentation of potential clients and consumers.
The first step is to collect data on the age of your customers. This can be done through website registration forms, questionnaires or by analysing social media data and Google Analytics. Current standards for age groups are
- Teenagers (13-17 years old)
- Young adults (18-28 years)
- Young adults (29-44 years)
- Middle age (45-59 years)
- Mature adults (60-68 years)
- Older adults (69+ years)
Of course, the categories can vary depending on the specifics of the company and the market, say the managers of Betonlogos Czech Republic.
Why is age segmentation important?
Age and buying behaviour is the fundamental link in demographic marketing. Different age groups can have different financial capabilities, values and buying habits. And sometimes completely non-overlapping information spaces. For example, teenagers and young adults tend to be impulse buyers. They focus on fashion trends, while older generations often make more considered purchases, prioritising quality and reliability. Understanding these differences is important when preparing advertising and developing a promotional strategy.
How do you do age segmentation?
Teenagers are active on social media and video platforms. The most effective advertising channels for this age group are Instagram, TikTok and YouTube. These platforms allow you to create vibrant and dynamic content that is easily understood and actively shared by teens. Recommendations from bloggers and opinion leaders do not go unnoticed and influence the choice of recommendations.
Familiarity with brands, brands and product quality is important to this age group. Mature Adults use Facebook to keep in touch with friends and family, making it one of the most important promotional channels. Email newsletters remain an important tool, especially if they contain useful information and special offers. Mature adults watch TV programmes. Typically only big brands and international retailers use this channel.
Teenagers (13-17 years old)
This age group often seek a balance between entertainment and useful information, value financial stability and trust reviews and recommendations more than other generations. They are active users of Facebook, Instagram and LinkedIn, making these social networks the most effective B2B and B2C marketing channels. This age group values personalisation in email newsletters. Young adults are always learning. Therefore, professional products and services can be promoted through online events and webinars. This group is indifferent to loyalty programmes, although they are constantly looking for ways to save money and time.
Young Adults (29-44 years old)
Mature adults (60-68 years)
Young people between the ages of 18 and 24 are active users of various social networks, preferring content that combines the entertainment and information elements of Instagram, TikTok, Twitter and Snapchat. It's important to note that this group actively engages with content, participates in various challenges and interactive posts can be very successful. Advertising on music streaming services such as Spotify can also be effective.
Youth (18-28 years old)
The most active and solvent age group. They value convenience and reliability more than other age groups. Social networking sites such as Facebook and LinkedIn, as well as traditional email newsletters and advertising on popular news portals, can be used to promote products to this target group. Members of this age group enjoy reading detailed reviews about products and how to use them, and respond to reviews and content with useful tips. Video review platforms such as YouTube also play an important role in their lives, especially when it comes to technological innovation and self-improvement.
Middle Age (45-59 years old)
For the 'older generation', traditional and proven advertising channels are important: TV advertising, radio and print media. But social networks, especially Facebook, should not be forgotten, as many members of the older generation actively use them: they correspond, watch videos, get news. The 69+ generation reads e-newsletters and is receptive to telephone marketing campaigns, especially if they are personalised and offer discounts.
Older Generation (69+)
The age of the target audience is a crucial element in the marketing of products and services. Betonlogos pays special attention to the protection of customer data and compliance with privacy regulations. Betonlogos s.r.o. offers comprehensive marketing solutions and detailed reports for partners and customers. All the company's developments take into account the key principle of data protection - anonymity and minimisation. In order to minimise privacy risks, we use age ranges instead of exact ages for segmentation.
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