If you work in the field of digital marketing, it will hopefully come as no surprise to you that Baby Boomers are active users of the internet. Baby Boomers make up the demographic group of people who were born between the years 1946 and 1964.
Following are the names of the demographic groups that are younger than the Baby Boomers:
- Generation X – people who were born in the early 1960s through the early 1980s
- Millennial Generation – people who were born in the early 1980s through the early 2000s
- Generation Z – people who were born in the early 2000s through the present
What does the fact that Baby Boomers are active internet users mean to digital marketing agencies? It represents quite a few things… but most importantly: it means that the Baby Boomer generation should not be ignored when it comes to website design, messaging, branding, and content marketing.
All of the abovementioned generational groups use the internet on a regular basis. Therefore, it can be a real challenge for internet marketing agencies to develop websites and digital marketing campaigns for clients that sell products or services that might appeal to a wide range of generations.
How does a digital marketing agency design a website that appeals to Baby Boomers as well as members of Generation X, the Millennial Generation, and Generation Z? The answer is: very carefully and very strategically.
In reality, many companies do not sell products or services that are appealing to teenagers as well as people who are well into their retirement years. But there is certainly overlap – and that is when digital marketing agencies have to get even more creative.
For example, some companies sell items that appeal to homeowners. How old are homeowners? Homeowners typically range in age from people in their 20s to people in their 70s and older!
It’s a common trend for companies to want their digital marketing campaign to showcase a hip, young and vibrant attitude. But is this strategy appealing to the Baby Boomer Generation? This is an important factor to keep in mind – and can make the job of a digital marketing agency quite challenging.
An article was published a few months ago entitled Marketing to Baby Boomers: What Digital Marketers Must Know in 2015. This article points out several important pieces of information on the topic of digital marketing and the Boomer generation. The article states, “Marketing to baby boomers seems to be a field left ignored by many. Largely, this is due to a popular misconception in the marketing world that baby boomers are not digital; that they’d prefer to leave smart phones and social media to their children, rather than use it for themselves…”
Another article, How to show Baby Boomers more marketing R-E-S-P-E-C-T, says “Digital marketers obsessively court Millennials, for obvious reasons. They’re glued to their devices, eager to spend and always open to trying new things. But with so much attention on the 20-something crowd, digital marketers are neglecting an arguably even more lucrative source of business: Baby Boomers.”
Are you a Baby Boomer? If so, do you think most internet marketing is geared towards younger generations? Let us know what you think about this topic by adding your comment below.