Marketing to consumers born between 1946 and 1964, otherwise known as Baby Boomers, can be a boon or a bust. Once a target demographic, technology has naturally led to businesses targeting younger generations, including Millennials. However, there is still plenty of marketing and business opportunity that companies can accomplish with the Baby Boomer generation.
Numbering around 77 million, the Baby Boomer generation accounts for almost one in four of the country’s population, and businesses can still look forward to competing for their $2.4 trillion of spending power. So how can businesses effectively target this demographic?
Internet Based Marketing
To begin with, the Baby Boomer population prefers to use laptops to shop – rather than smartphones or tablets.
Creating Content for Baby Boomers
As the old saying goes “the more things change, the more they stay the same.” As more and more Baby Boomers embrace new technology, they continue to appreciate familiarity.
- Stick to full, traditional language to communicate with Baby Boomers on your website and through social media. While virtually all Millennials are fluent with texting language, such as using u for you or lol for laughing out loud, Baby Boomers prefer natural language because many are not familiar with the lingo.
- Generally speaking, when Baby Boomers are looking online to research or buy from a business, they are not interested in current popular culture. Instead, when social media and web copy is meant to target Baby Boomers, make it relevant to their most memorable moments of pop culture.
- Like offline relationships, giving Baby Boomers attentive service online and through social media is essential to create trust with this demographic. Though this trust doesn’t come overnight, once it’s established, Baby Boomers are loyal.
- Use one social media platform and build on it. While Baby Boomers are active on social media, they are not as active as younger generations. For example, a platform like Facebook might be more popular with this generation than a newer platform such as Instagram. However, the more popular platform, in this case Facebook, can introduce users to new platforms, such as Twitter or Instagram (or existing users can connect with just a click).
Make it Useful and Relevant
Baby Boomers are no different than any other generation in the “what’s in it for me” respect. Baby Boomers are discerning consumers and want to see a product’s value to themselves and their family. Unlike marketing to younger generations by saying “you need to check this out,” Baby Boomers respond better to substantive posts that are informative, giving them practical knowledge and helping them learn and develop new skills.
Honesty and Open Communication is Key
Baby Boomers like to have many options to communicate when they’re online. Along with customer service e-mail addresses and social media links easily discoverable on digital and hard copy marketing materials, they appreciate the option to speak with a live customer service agent. Whether it’s a product question or simply to order, having the ability to have a conversation via phone and online is essential.
If you’d like to collect their personal information, make sure you notify them and get their permission first. Whether it’s for internal or third-party marketing use, even if the law already gives you permission to use it, informing them and getting their consent will go a long way in building trust and confidence with the Baby Boomer demographic.