Which form of online channels (web, email, blogs, feeds, social networks, video, podcasts, etc.), should you use to bridge the generational divide. If you want to create relationship with your customers, you need to understand the generational differences in online usage of your customer segments and then select the right communication channel (s) to reach each audience. You also need understand how different customers use the Internet and their communication preferences. Findings from Pew Research Center’s Internet & American Life project indicate that contrary to the image of Generation Y as the “Net Generation,” internet users in their 20s do not dominate every aspect of online life. Each generation places a different value on the internet as a communication tool and interact with it differently. For example, Generation X is the most likely group to bank, shop, and look for health information online. Boomers are just as likely as Generation Y to make travel reservations online. Instant messaging, social networking, and blogging have gained ground as communications tools, but email remains the most popular online activity, particularly among older internet users, the survey found.
Click the image to make the chart full size.
Digital marketing involves using the best channel (s) for the customer, which fits their preferences and the right channel for your company and brand. It means that for some customers you may be able to use more email communications while for others you can interact with them on social networks or with IM. Bridging the generational divide: understanding generational differences in online usage can lead to higher response rates and greater efficiency.