Franchises: Don’t Underestimate the Digital Prowess of Generation X Posted by Jordan Wilson | 3.4.16 4:20pm

When you think of consumers who are addicted to their smartphones, active on social media, and ready to voice their opinions online, you probably think of tech-savvy teens and millennials in their 20s and early 30s. But not so fast! Gen Xers (people ages 35-54) are pretty active in these digital scenes as well, according to a study by Yahoo!

The report, “Gen X: America’s most influential generation,” talks about how this group has become the forgotten middle child of the marketing world, caught between Millennials and Baby Boomers, who tend to get all the attention. It also talks about the reasons this group shouldn’t be overlooked in digital marketing efforts.

Has your franchise marketing team been giving Gen Xers enough attention? If not, you could be missing out on some great opportunities to reach an important part of your customer base.

Here are some of the findings from the Yahoo! study:

Incorporating a Gen X Strategy into Your Franchise Marketing Plan

Each franchise and business model is different, so Gen Xers may or may not be part of the customer base that your franchise is targeting. However, considering how many parents, homeowners, career professionals, and business owners make up this group, the odds are that they are included. And if they are, you may want to consider how you are reaching this demographic through various digital marketing channels, including your website, paid search ads, blog posts, social media content, mobile-focused campaigns, and more. Think about what types of topics, content, messaging, images, and videos would best engage this audience.

Yahoo! characterizes Gen Xers as being consumers who are highly information-driven and practical, as well as individuals who are looking for inspiration and ways they can personally connect with a brand. Keep that in mind the next time your create franchise marketing campaigns geared toward Gen Xers!

Want to know more about how you can effectively market your franchise online? Download Scorpion’s free social media guide.

About the Author
Jordan Wilson is the Senior VP of National Brands at Scorpion. For nearly a decade, he has worked with businesses of all sizes, from Fortune 500 companies to franchises at the local level. Professionally and personally, Jordan fosters the relationships he develops with his clients, always striving to exceed their goals and expectations. Jordan graduated from the University of Mobile where he played college soccer and won the National Championship in 2002. He is an avid traveler, and he loves a good Irish Pub, LSU Football, and spending time with his family.