Many people probably believe that businesses that solely market through digital advertising are only trying to reach an audience of millennials who are tech savvy. This is not the case. Most businesses want to reach the baby boomers demographic but may not know quite how to do so. This blog details why marketing to baby boomers should be one of your top priorities.
The Baby boomers consist of people born after World War II. The baby boomers were born between the years of 1946 and 1964. Today, this group ranges from 53 to 71 years old according to the U.S. Census Bureau. There are over 75 million baby boomers in the US that you have the potential to target with your marketing.
Businesses may have one target market made up of one age group. Uber is an example of a business marketing primarily to millennials. Uber strives to reach the younger population to provide their services. But, other businesses want to reach broader age ranges. Reaching different age groups is not difficult when you market in a way in which each demographic based on age has interest for what you are offering. Just keep in mind that various demographics and generations have different habits when it comes to shopping.
Whether you want to market your business to millennials, also known as Generation Y, or reach baby boomers, here are some useful insights for successfully reaching and impressing those customers shopping between the ages of 53 and 71.
Baby boomers are heavy consumers of TV programming and spend about as much time online as millennials. Google did a study of 1,000 baby boomers and the hours spent per week on the internet and watching TV. About 30% of those studied spent over 19 hours per week watching TV and searching the internet. They like to get information from the internet. Top activities they participated in on the internet were using search engines, email, and shopping.
Marketing effectively to baby boomers is possible when you use search ads and email marketing to promote your business. When compared to social media and video marketing, search certainly outperformed by driving more actions like making a purchase. Baby boomers crave information so including contact information on your page and ads allows viewers to easily contact you. They prefer to speak directly to retailers over the phone or email. They are looking for one on one interaction. It may take twice as long to close a sale with a baby boomer versus one with a Generation X or Y. You must gain their trust and interact with them to build brand loyalty. If your business provides the content they demand, there will be successful marketing on your behalf.
While millennials and the younger generations search predominantly on mobile devices, the baby boomers mainly use a computer to search and be active online. Computers are their choice for shopping online versus using a smartphone or tablet.
Marketers need to focus on the baby boomers because they make up about 40% of all consumers. If you are not targeting the baby boomers, you are missing out on promoting to a huge chunk of the purchasing population. It is easy to reach them while they are shopping if you utilize display ads with keywords that are relevant to their search. Reach them with your message and get them to shop with you.
Baby boomers have plenty of spending money to spend on shopping, unlike more frugal millennials. The baby boomers have disposable income. Disposable income is money that they are willing to spend. A Nielsen report states that this demographic makes up 70% of the United States’ disposable income. This generation loves to invest as well as spend their money on hobbies, leisure activities, and travel. So, if you are a travel agency, vacation realtor, recreational shop or center, make sure your advertisements are targeted towards this generation.
About 75% of baby boomers use social media. Unlike millennials who use several channels, sometimes simultaneously, baby boomers stick to just one or two channel accounts. Most baby boomers have a Facebook account. A high percentage of them also have a professional page, like LinkedIn. Millennials use Instagram, Snapchat, Twitter, and Pinterest along with Facebook. Make sure that your text ads are not shortened with acronyms or slang. Baby boomers like to read full-text content. They enjoy reading and many consider reading to be a hobby. Media Space Solutions recommends including full details in a “text-heavy message.” Details are necessary for baby boomers to feel satisfied with the content. You can always create another ad targeted to millennials who like shorthand text.
Baby boomers like to purchase from trusted brands. They stay loyal to the brands they have been using for years. Unlike millennials that like to intake information quickly and get things now, baby boomers will take a step back and analyze their choices. Baby boomers are going to have a decision-making process that is incorporated into their buying process.
Contact Red Shark Digital for all your digital advertising needs and we will help you reach the target audience your marketing goals strive for.
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