What is Digital Marketing?
Digital marketing includes all marketing efforts using electronic devices or the Internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and potential customers.
How to Digital Marketing Effectively to Baby Boomers
It’s enlightened in Digital Marketing 101 times that any product or service can be marketed to one of three significant generational paragraphs:
- Baby boomers: People born between 1946 – 1964
- Generation X: People born between 1964 – 1980
- Millennials: People born between 1980 – 2000
While the marketing world has been possessed with attractive to millennials for some time now, studies show that it’s, in fact, baby boomers who manage to monitor more than 70(%) percent of the nation’s throwaway the income. Since baby boomers are now accessing their post-career lives, this opens a grand possibility for marketers to achieve 74 million baby boomers who are about to have loads of free time to shop and buy goods.
In order to make up such a large segment of the consumer population with baby boomers, practically every business needs to know how to talk about their wants and needs. Here’s what you need to know to successfully achieve the Baby Boomers with your marketing:
1.) Computers are still the way to go
Even though marketers are already ready to take things to mobile to reach the younger generation, Baby Boomers still prefer to shop online through computers and laptops as opposed to phones and tablets.
A Millward Brown Digital study found that 31 percent of baby boomers use laptops or PCs to make online purchases. However one in four says that they use their mobile phones.
More often than the younger generation, baby boomers use laptops and PCs for activities such as visiting news sites. It is, of course, calculable for your own business website.
2.) Baby boomers take their time to buy
One reason baby boomers prefer to shop online with their laptops and PCs is that they do not make the purchase decision lightly. Unlike millennials, baby boomers are more hesitant to buy things on a whisper. They consider each purchase to be a commitment. This means that they are more inclined to read the fine print and well understand all the nitty-gritty details of what they can get themselves before making a purchase. And of course, it’s all easy to read on a large desktop monitor as opposed to a small cell phone screen.
With a desire to do their due diligence when it comes to researching what to buy, gimmicky marketing strategies that rely on impulse are far less effective than they usually would be. Instead, you should put in the extra time and effort to show that you have a better product that they deserve. Remember, they are ready to do research, so you should be prepared and even systematically breaking down all the reasons why they should buy for you. Why and why they will give concrete reasons for this.
3.) Don’t be afraid to get them to read
While the attention of people is less than that of a goldfish and even less during the year, using long strands of text has become a prohibition in marketing. Instead, the opposition is resorting to more emotions in search of videos and pictures to replace plain old text. While it may be a good idea to target younger generations, Baby Boomer actually grew up reading newspapers and books that are more than a passion for reading.
Instead of using short and concise copy, Baby Boomer appreciates it when you get things out for them. Make sure they have a chance to dig up all the nuanced details you say. At the same time, don’t bother using slang or a brief resume. While they may understand that a PC is a computer, Baby Boomers do not always understand the fancy technology jargon that millennials will immediately understand.
4.) Understand what makes them laugh
Humor is constantly evolving. The rise of the Internet has given rise to new forms of humor such as trolling, gifs, and memes. While some Baby Boomers appreciate these new forms of entertainment, many of them are not, so be careful and selective when incorporating humor into your marketing efforts.
It is also wise to avoid any jokes that may require background knowledge of the recent Internet trend or craze. Most baby boomers do not go for that type of item.
As a rule of thumb, you should always test the joke with the demographic you are trying to market with before committing to any major changes to your marketing strategy. In an ideal situation, you probably want a real baby boomer on your marketing team who can help ensure that you are on the right track.
5.) The best online marketing channel is search engines
In a study conducted by DMN3, Baby Boomers were asked which forms of marketing prompted them to take action in a way that would likely motivate them to buy something. Here are the results:
The use of search engines is higher than that of watching videos and uses social media in every category except one, making it the best digital marketing channel among the three. Of course, the use of search engines as a marketing tool can take many forms. PPC advertising which can be done with Google AdWords as well as Search Engine Optimization (SEO) which can be done with proper keyword targeting.
6.) Don’t ignore social media
While search engines are super effective, baby boomers should not be targeted using social media. In fact, according to a DMN3 study, 82.3 percent of baby boomers belong to at least one social media site, of which Facebook is by far the most popular.
Here’s how Baby Boomers react to the information they’ve shown on Social Media:
With most baby boomers visiting a company website or continuing their research through a search engine, social media is still a very reliable way to reach new boomers. Social media sites such as Facebook and Twitter allow marketers to reduce and improve their target market in specific segments of the population. This capability makes it very convenient for marketers to specifically target baby boomers if they have the intended goal.
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