Generational Marketing

Effective generational marketing requires an up-to-date understanding of the characteristics of each specific demographic segment. The ARM team uses this knowledge to craft a unique approach, taking into account how each generation consumes media and responds to messaging.


Millennials are the first generation to grow up multitasking. They’re watching movies on their smartphones and tablets while surfing the web on their laptops—and they’re relying on social media, instant messaging, and online services to help them make buying decisions. That means marketers are compelled to look past traditional media to build a relationship with this generation.

ARM employs an array of tactics based on media, messaging, and content exposure for each specific generation as well as subsets within each generation. This is not a “one size fits all” scenario. For our clients and across different vertical markets, we identify the differences and similarities between the generations, and use that knowledge to increase the impact of each of your multichannel campaigns.

Baby Boomers

Baby Boomers grew up in front of a television set. They have been targeted by marketers since they were in diapers. That’s why Baby Boomers and seniors are more likely to respond to direct mail, DRTV, and other traditional media—it’s the media they grew up with.

Seniors are rapidly moving into social media. According to the Pew Research Center, the fastest growing demographic for social networking sites (Facebook, LinkedIn) are retirees aged 65 and older.

There are emerging product offerings that are unique to this aging generation, and they have the disposable income to purchase them.

The challenges marketers face when addressing this generation are:

  • How to spend your media dollars most effectively and efficiently.
  • How to make sure your message resonates with this huge market.

Our experience with marketing insurance products and financial services has kept us on the cutting edge of multichannel marketing to both these important demographic segments. We have learned how and where to reach them—and how to elicit a positive response when we do.

Unique insights on for how “generations” consume media and responds to messaging.

Employs an array of tactics based on media, messaging, and content exposure for each specific generation.