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Generational Marketing For Science: Marketing Channel Influence By Age

The Science Marketing landscape is constantly changing. It’s no secret that Marketing is one of the fastest growing industries. Today’s intern and junior roles will be the decision makers in the near future. How are your Marketing efforts targeting them?

Our age group can affect the way we interact with content more than we would like to admit. Segmenting our audience in age groups provides an opportunity to deeply engage the targeted public.

According to recent studies, the attention span of the average person has decreased from 12 seconds in 2000 to only 8 seconds. Grabbing people’s attention has become more and more challenging. Being aware of the channels that engage and influence your target audience provides you with a considerable advantage.

What is Generational Marketing?

It’s a Marketing strategy based on audience segmentation by age. Each segment is then presented with a different type of Marketing or content, or targeted through different channels.

With so many different channels and types of content, making the right decision becomes crucial to improve your engagement metrics. What can age groups tell us about our audience?

Influence of Social Media Marketing

We surveyed 100+ buyers in the Science, Healthcare and Engineering sectors to understand how the different Marketing channels have influenced their purchasing decisions.

Over 50% of respondents aged 25-35 said Social Media had an influence on their buying decision, with 41% saying it was a strong influence. It is predicted that this trend will continue growing.

It’s no surprise that the younger age groups are more influenced by social media, as they tend to spend more time in social apps. They favour quick, catchy and concise content such as short (under 30 seconds) video and image carousels.

To better engage this age group and make sure your organization stays top of mind for them, it's a great idea to create content for Social Media. Remember, today’s junior managers and apprentices will be the executives and decision makers of tomorrow.

Here are some examples of content we have repurposed for Social Media:

Scientific content tends to be complex and require serious time investment, that might be deterring your potential customers from engaging and wanting to learn more about your product or service. Identifying the piece of content that works best for your market and adapting them to social media is the perfect way to start creating social content.

Find out more about our Social Media Content Creation

Other Channels

In our survey, we also found out that Website and Search Engines are two of the most important channels for people aged 45 and above. Gen X and Baby Boomers value ease of use, clear information and are generally more willing to spend time reading, as long as it’s good quality content. Having a modern, easy to use website and an up-to-date SEO strategy is crucial to target audiences in this age group.

Download the market report: The State of Scientific Purchasing 2021

Digital Marketing Solutions

One thing is clear, Digital Marketing is one of the most powerful tools to target your scientific audience. We have found out, especially after the last couple of years, that having an online presence is fundamental for brand awareness and lead generation, regardless of age. Find out more about our digital marketing services below.

Posted by Sara López Segura

Originally from south Spain, Sara has always had a passion for telling stories. She has a degree in Journalism, a degree in Audiovisual Communication and a level 3 Distinction diploma in Digital Marketing. Sara started her career in 2014, in the Design department of a language academy in Madrid as part of her University course. At the beggining of 2016, Sara moved to Manchester whilst working on completing her second degree course. Feeling two degrees were not enough, she undertook a level 3 Digital Marketing apprenticeship, managing everything Marketing & Design for hair and beauty brands. Apart from Marketing, Sara loves anything creative. This includes illustration, crafting and crotcheting. Her rural upbringing has also given her a surprising amount of knowledge about farming and cats.

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