August 20, 2021

Age - Anatomy of a Target Client

Alex Bilney

Age is just a number… Or is it? 

When planning a marketing strategy, many think the aim of the game is to cultivate as many new customers as humanly possible. 

That way your marketing strategy will reach more people, resonate with them - and boom: there is your customer base. 

Job done. Right? 

Well, if that is your plan, unfortunately we are here to be the bearer of bad news and tell you that it will simply not work. 

When it comes to marketing strategies - no one size fits all. 

It’s important to remember that you are not the only one with a marketing plan.

And if you are not targeting and speaking to a specific group of people, there is a real possibility that your marketing message will get drowned out and become a bit of a blur. 

So, who is that specific group of people that you should be targeting? 

Well, you should be unpacking who your ideal client is and understanding their identity.

One way to do this is to ask yourself about their demographics - a key one being age. 

Age could be one of the most significant factors to consider. 

One way to look at age is by generational grouping. There are four main generational groups that are talked about and can act as a guide when deciding where your client identity falls: 

  • Baby Boomers: age 55-73 
  • Generation X: age 39-54 
  • Millennials: age 24-38 
  • Generation Z: age 9-23 

These age groups all have different interests, expectations, experiences, values, incomes, buying habits and overall lifestyles.

By understanding the generational differences you will be able to deploy tactics that are designed to engage each group. 

You will also be able to identify and be responsive to your customers’ needs and behaviours. 

It is important to note that each generation will have developed with different technological advancements and, therefore, their go-to technology and communication channels will be different. 

So when you figure out what age group your target audience is, make sure you are using the right channel to send out your marketing message. 

Understanding what age your target client is will provide invaluable information and unlock many marketing doors. 

If you want to know more about reaching your target client and finding out their identity, you can read our ‘5 Must Haves in a Buyer Persona’.