In marketing marketing, one golden rule stands out: know your audience. It’s tempting to
assume that age or other demographic traits define an entire group’s preferences. But
in reality, people; even within the same age group differ in many ways that shape their
online behaviour. Understanding these distinctions can mean the difference between a
successful and unsuccessful campaign.
Let me share an example from my own experience working with two different higher
education institutions. Both organisations aimed to connect with Gen Z, the young,
digitally savvy generation currently filling campuses. To make sure our marketing efforts
were on point, I ran surveys to determine which online platforms the students used
most.
Interestingly, even though both groups were the same age, the results were vastly
different. For one institution, students preferred Instagram, Snap Chat and TikTok, while
at the other, students spent more time on Facebook and Twitter. This wasn’t a
coincidence; it was a reminder that people are influenced by more than just their age.
Factors like race, income, geographic location, and even offline habits played a role in
defining which platforms they engaged with most.
Digital marketing is about reaching real people in ways that matter to them. When we
assume that a specific age group behaves the same way across the board, we miss the
mark. Understanding and respecting these differences allows us to create content that
feels personal, resonates more deeply, and ultimately drives better results.
Don’t make surface-level assumptions about your audience. Dig deeper, perform
research, and be prepared to adjust. Whether you’re marketing to Gen Z, millennials, or
any other demographic, knowing your audience entails acknowledging their diversity.
This understanding will enable you to make better, more informed marketing decisions
that truly connect.