If you’re unsure of what exactly a “baby boomer” is, worry not. People between the ages of 59 and 68 are typically known as baby boomers. And they have been mostly ignored when it comes to digital marketing.
Assumed to be inept with technology, companies overlook this demographic when it comes to digital advertisements. But new research shows that baby boomers can be effectively marketed to if you can do it right!
Read: Why Short Videos Are Addictive?
Facts That Reassure The Boomer’s Potential Market Size
Around 49.6% of Nepalese use the internet, and the trend of even the elderly addicted to the phone screens is growing at a great scale. Households have boomers and they are steadily adapting to how social media operates, seeking solace and amusement in those. Here are a few facts to back this up!
1. Boomers are more online than ever before:
According to a report by Aleph Group, boomers consume 2.6 times more online videos than broadcast TV. They also spend more time on social media like Facebook and Instagram than any other form of media throughout the day. This provides ample opportunity to market to their needs.
2. Boomers have a lot of spending power:
Most boomers are either retired or near retirement age, meaning they have a lot of leisure time and a willingness to spend money on the right product.
After the pandemic, they are more willing to shop online, making digital marketing even more viable. Health and wellness brands in particular have a unique window of opportunity that they can seize for great results.
3. Boomers are loyal customers:
Boomers are more likely to be brand loyal than any other age group, as per a survey conducted by Aleph Group in 2023.
While this doesn’t really defy existing stereotypes, it does present an opportunity for companies to cultivate good relationships with boomers to create lifelong customers.
How to market to baby boomers?
If you’ve come this far, you’ve probably accepted the need to market to boomers. The next step then, is figuring out how to market to them.
While this is not a comprehensive guide, these are some things to keep in mind if you are marketing to boomers:
Clear and direct messaging:
Compared to Gen Z, who prefer engaging advertisements, boomers are the complete opposite, responding well to informational and directive messaging that is reminiscent of traditional advertising. As such, companies should be straightforward and clear when advertising to boomers.
Needs-based advertising:
Boomers surpass the global average when it comes to being needs-based shoppers (54.1% compared to 51% overall), meaning they only tend to make purchases when they need something. So, brands looking to market to boomers should emphasize promoting the functionality and practicality of their services.
Minimal influencer recommendations:
To cater to boomers specifically, brands should look beyond influencer recommendations, as research shows they are the least swayed by them.
(42.7% of the boomers surveyed said that influencer recommendation had minimal or no influence on their purchasing decisions, compared to the general 35.4%) Instead, companies should integrate product reviews, ratings and expert opinions, which are significantly more influential.
YouTube and Facebook:
We already know that boomers are consuming more video content than ever before. But where do they find it? A recent survey showed that 76% of the boomers were on YouTube and 74.2% were on Facebook the week prior. So, companies should look to use these platforms extensively when looking to market to boomers.
Personalized Experience:
Boomers appreciate feeling valued (as is human nature) and prefer a personalized experience as consumers. This, in addition to the fact that they are loyal customers, gives brands an opportunity to connect with them digitally.
An email newsletter, for example, could be a great way to engage this demographic, especially because 92% of the boomers check their emails at least once a day.
An age demographic that is loyal and willing to spend, boomers are the ideal customers. Active online and loyal to brands, they respond best to clear, direct messaging and practical, needs-based products. While not influenced by influencers, they trust product reviews and expert opinions. If brands embrace this demographic and tailor their marketing strategies with these considerations in mind, they can foster a long-term, loyal customer base: one that was overlooked for too long.
