Boom or Bust: marketing to Baby Boomers a necessity
by Ron Daly
Baby Boomers are a funny thing.
They're quickly losing focus in the marketing world, with more and more people lumping attention onto the generations they sired. At the same time, according to this article from eMarketer, Baby Boomers are making up around 30% of online users and are using the Internet more every year.
Greg talked yesterday about how Gen-Y was online more than any other demographic (on our home blog). But they don't quite have the same spending power as folks in my generation and they don't have as many facets. Younger Boomers, according to the eMarketer article, tend to use more in the style of Gen-X: knowledge gathering, information, keeping in touch. For them, it's less an entertainment medium than a business/personal tool.
But I agree with the final point - that you can't write Boomers out of online traffic and you can't not market to them online. When they get older, they won't just shake off the Internet and its uses.
Internet isn't going anywhere. It's not 8-track, Beta-max, disco or AM radio (although some folks on my staff still love their AM stations). No, Internet is as stable and as mail, as phone, as mobile, as cable, as face-to-face interaction. So get out of your rut that says the people you serve/the businesses you work with don't want online services and support.
Sooner rather than later, Boomers are going to be the elders in our society and they'll have to adapt to keep in touch with their children and grandchildren and manage their golden years. The Internet makes it happen. Take note.