Understanding Generational Marketing And Generation Alpha

Abstract

John Wanamaker’s famous customer –driven quote mentions customer as the king, as he is who demands and his demands and needs are to be met. Across industries and organisations, marketing approaches and strategies have been customised to fit in the changes to match and meet customers’ needs and demands.

To do this customisation, it is important to understand the customer. When the customer, here we call it as target audience, is segmented by age groups-by the year in which they were born, it is called as Generational Marketing. So marketing approaches differs by the age groups/generations for better reach and business profits. Gen X, Gen Z, Gen Alpha and the previous few generations have seen different marketing approaches which we will study through this paper.

This paper envisages an overview of Generational Marketing and understanding of Generation Alpha.