As society becomes increasingly reliant on email communication, heavily dependant on the internet, and unreservedly caught up in the buzz of social media, marketing departments the country over are having to react — and fast.
With a new generation of tech savvy professionals entering the workplace in their swathes, old school marketeers have been left with one question poised nervously on their lips: “are traditional marketing roles under threat?”
But with the over 50s making up more than half of the population — and this weightier proportion of society reluctant to place their trust in technology or pushy advertising — reinventing your company’s marketing strategy entirely could be a step too far.
The social conundrum
You’d be considered a fool if you were to pass up the chance of harnessing the unparalleled potential of the social media explosion, but equally foolish would be the marketeer that put all of their figurative eggs into this one metaphorical basket.
The ever-connected generation of smart phone addicts now hitting the professional scene believes strongly in the power of technology — naturally focusing on this medium for promoting their brand, product, and key messages. Where Gen Y-ers live in the now and want their messages to be attractive, instantly transmittable and innovative, generation X is more likely to exercise patience and look to long-term gain. But the youthful enthusiasm for technology, branding and messaging can sit comfortably alongside the older methods of TV, radio and direct mail.
Indeed, a balance between routes to market is essential for appealing to the masses; especially when we consider that many of the UK’s products and services will continue to be bought by generation X and the baby boomers — many of whom respond far better to the more established methods of print and traditional advertising. Therefore, marketeers with experience of the methods that came before the social media boom, remain in high demand amongst companies with well thought out marketing strategies.
Appealing to a dual workforce
Within a decade, generation Y will make up the majority of the UK workforce; making the battle to engage, inspire and retain them one that transcends the boundaries of marketing departments alone.
But here the issue is particularly pertinent, as in order to appeal to different generations in the social sphere, a dual generation must be maintained in the workplace; and with that need comes inherent challenges, born of conflicting approaches to work and life.
Immersed in technology from an early age, Gen Y struggles to remember life before the internet, emails, or the constant contact that comes with mobile phones; the dividing line between work and their private life continually blurs; and they expect access to social media in the professional arena as standard.
For their predecessors — who are used to working punishing hours in the scramble for money and status — this attitude appears to negate traditional working values. The push for flexible working from Gen Y-ers is somewhat alien to them, and they’ll often struggle to believe in the commitment of those placing importance on work-life balance.
Employers therefore need to adopt different engagement strategies — or at least diverse ones — in much the same way that they need to adopt different marketing strategies.
Proctor and Gamble for instance — understanding how to appeal to generation Y — highlighted the opportunity for flexible working and access to three-month sabbaticals in its recruitment drive; negating the need for workers to leave when they wish to travel or take time out for training. But there are policies that will appeal to workers of all ages; such as the promise of personal development, motivational leadership, regular and constructive feedback, and the prospect of making their jobs that bit more exciting.
The challenge in marketing and communications will continue to be to ensure that there’s a balance between old and new channels to market; and in order to maximise the diverse talent that is needed to get there, managers must remain in sync with both generations.
