In College, … or with just a quick Google search, you’re taught to find out that if you’re going to be marketing. You are going to be targeting one of the three major generational segments and you should adjust your strategy towards that. Below are the main three alive right now with the largest populations.
Baby boomers: People born between 1946 – 1964
Generation X: People born between 1964 – 1980
Millennials: People born between 1980 – 1994
People born in 1995 and afterward didn’t really get to enjoy the “90s”, and are usually considered Generation Z. Too bad for them! While the digital marketing world has been obsessed with appealing to millennials for some time now, recent studies show now that it’s actually baby boomers who control more than 70 percent of the nation’s disposable income… ouch. Since baby boomers are now entering retirement in their lives, this opens a huge opportunity for marketers to reach a whopping 75.4 million baby boomers who are about to have loads of free time to shop and buy things.
With baby boomers now making up such a massive segment of the consumer population, it’s critical for practically every business and marketing agency to know how to speak to their wants and needs. Here’s what you need to know to successfully reach baby boomers with your online and offline marketing:
1. 82.3% of baby boomers belong to at least one social media site. (Source DMN3)
Takeaway: This is huge! Your parents or grandparents are probably now seeing the embarrassing pictures that your friends tag you in. This also means that Facebook and other platforms have probably already collected a ton of data for marketers to easily target. We can now create custom audiences based on their friends, and interests! The best part? That data pool is huge!
2. Baby boomers spend 27 hours per week online, which is two hours more per week than those who are between 16 and 34. (Source Colorado University)
Takeaway: This means they’re lurking… by that, we mean hiding! They are shopping, learning, reading, and watching many things online. Make sure to get your stuff in front of their eyes. They may seem hidden but they’re there!
3. Even though digital marketers have been preoccupied with taking things mobile and targeting ads to reach mobile screens only, to just reach the younger generation, baby boomers still prefer to shop online via computers and laptops as opposed to phones and tablets. Takeaway: They are trying to be in control, and aren’t too thrilled with the idea of swiping up and down. It’s still very important to have your website and landing pages mobile friendly.
4. The best online marketing channel is Google.
Takeaway: We believe that people in this age segment, are probably already searching the internet with intent. Below, In a study done by DMN3, baby boomers were asked about what forms of marketing prompted them to take action in a way that would potentially lead to purchasing something.
Using search engines like Google scored higher than watching videos on Youtube and using social media in every category except for one, which we think it’s Facebook and their super targeting abilities with videos. This makes search engines the best out of the three by far!
Avoid making this segment feel old… in fact, do everything in your power to make them feel young as ever. We hope you enjoyed this article! Feel free to share it, and as always… don’t be afraid to reach out and say hi! 🙂