Regardless of whether a company's core customer-base includes primarily Baby Boomers or Millennials, it's critical that the business work its targeted internet marketing campaigns around these generational differences.

For example, according to food and retail consultant WD Partners, Millennials put the priority to their own identity over how a product functions. It's more about the message that ownership of a particular product sends than it is about the convenience a product may offer. This puts an onus on the brand to market themselves to a specific niche of users, rather than an entire generation.

In contrast, Boomers look more toward convenience, and functionality of a product, rather its impact on their individual identity. This generation wants products that make life easier and allow them to spend time with their families. Although many members of this demographic are still concerned about what the latest advances are, it's not about individual identity to them – they want products that make life easier.

"We wanted to answer some arguably elusive questions facing specialty retailers today: Does cool matter? Does it actually drive purchase? How does a specialty brand define itself without limiting itself?" Lee Peterson, executive vice president of client services at WD Partners, said in a press release.

But, while the two generations seem to be starkly opposed to each other, there are certain crossover areas. Health and wellness, local commerce and corporate philanthropy for example, are issues that appeal to multiple generations, according to the source. If a company sees both demographics as critical to their consumer base, they partner with an experienced digital advertising agency to adjust their small business internet marketing campaigns to fit these sentiments.