Post by princehira on Oct 26, 2024 3:53:12 GMT -7
Baby boomers are those people born between 1946 and 1964. This group is a generation recognized worldwide for its influence on current culture, economy and politics.
Like any segment of the population, baby boomers are also part of the digital world and have certain behaviors, so they can be the target audience for your marketing campaign. Do you know what you need to know to include them in your strategies? Read on to find out!
Age and characteristics of baby boomers
These people are between 58 and 75 years old, so they can be identified as an adult society. Baby boomers -or simply boomers- are the generation after World War II; specifically the population born between 1949 and 1968. They receive this name because of the great increase in the birth rate during the years after the war and today they are approximately 15% of the world's population.
They are characterized by being committed, self-sufficient and competitive.
This segment is also known for representing the consumer with -in general- greater purchasing power. They have worked a large part of their lives and saved for their old age, however, they have not yet reached that age and, recently retired or about to retire, they can indulge themselves.
Therefore, it is important that if you work in communication for this group, you take into account the interests of this type of people and the age factor to reach them correctly.
People over 55 years old are the ones who spend the most
Generations over the years
Before presenting a digital woocommerce web design service proposal, you have to know the different types of audiences that the brand could or could not reach, and for that it is necessary to know the different generations that could make up the brand, how they behave, their interests and their way of approaching digital.
Current generations are classified into:
Baby boomers: born between 1949 and 1968
Generation X: born between 1969 and 1980
Millennials (generation Y): born between 1981 and 1995
Generation Z: born between 1996 and 2012
Generation Alpha: born between 2013 and 2025
According to the 2017 census, the Chilean population is made up of 17,574,003 inhabitants; of which 2,379,415 are considered Baby Boomers, 4,591,999 are Generation X, 5,363,386 Millennials and 4,768,447 belong to Generation Z. The numbers for Generation Alpha were not provided during this census.
Baby boomer generation in the world of digital marketing
Even though they are not digital natives, meaning they have not interacted with the Internet since childhood, baby boomers are not far behind in terms of participation. They are not a generation isolated from the digital world as many believe; it is true that traditional advertising continues to have a greater impact on these people, but that does not mean that digital marketing should ignore them.
According to Data Report's April 2022 report , people over 55 years of age spend an average of 5 hours a day connected to an Internet device, at least 54% buy a product online weekly, and 55% of respondents of this age admit to using the Internet to obtain information before a transaction.
Why is it believed that they do not use social networks or the Internet?
It may have been a reality a few years ago, but this has changed after the pandemic. Whether it is due to the need for communication during quarantines or curiosity about new technologies, it is undeniable that today its presence is here to stay.
Therefore, if your product or service considers them within its target audience, you should begin to allocate resources to include them in your digital strategies.
Baby Boomer Values to Take Advantage of User Intent on Google
As we have said before, they are a generation that has worked for a large part of their lives and is proud of their decisions. They consider family as one of their main pillars and are very attached to their values. They greatly appreciate tradition, loyalty and commitment; for this reason, transparent and honest brands are their favorites.
For this group, it is essential to feel represented. It is not enough to create a pamphlet message and distribute it through automated emails. They seek the most humane treatment possible despite being a digital channel. They want the attention they would receive in traditional commerce, but in the comfort of their home.
Baby boomers are attracted to promotions and discounts, even if they prioritize and monitor their spending carefully. The right offer will achieve more in the long run than one that seeks to profit from their trust.
If they find what they want and are satisfied, the probability of them becoming loyal to your brand is quite high. And as the Inbound methodology suggests , we will go from having clients to promoters . This is a highly valuable achievement in a segment that prioritizes word of mouth and recommendations from those close to them over a difficult decision.
How to attract baby boomers?
We've already talked about the importance of this segment for your digital marketing plan and the basic characteristics that you shouldn't overlook when working with this group in mind. Now you may be wondering, how can I apply this? Here are 4 tips for you!
Create personalized attention channels
Even though bots are very useful and increasingly intelligent, people are wary of them. They prefer to be handled by an executive who can answer their questions, no matter how far-fetched they may be.
Don't forget that good service can win over a customer and be what draws their attention to your brand the most.
Write simple and direct messages
Less is definitely more; short, simple, and direct messages are best. They don't want long paragraphs describing all the goodies, they want to know if it works for them or not, if the price is right, and if they can get a discount.
Technical language makes them uncomfortable, as do Anglicisms and very complicated figures. Tell them exactly what they need to know and do, so that they can make the final decision without feeling pressured.
The perfect balance between details and visuals is the right combination to win your preference.
Mix different media
With baby boomers, the best strategy is a mix of media . They trust traditional advertising, but are no strangers to digital.
If they have interacted with an advertisement on the streets, radio or television, when they see one from the same brand on the Internet they will pay more attention to it than if it were a completely unknown brand.
We've said that they base their decision on how much they know about the brand and how famous it is to them. Try to give them all the information they need and don't neglect the traditional to cut costs. This way they should recognize your brand name the next time they see it.
Don't saturate with your ads
Nobody likes to be bombarded with advertising and this segment is no exception.
They are sensitive to advertising exposure and become saturated quickly , they are upset by feeling persecuted and want to have control over their decisions.
In the previous tip we recommended a mix of media, but you shouldn't go overboard with this. Remarketing to this group can be a tricky business, so you need to define your Buyer Persona well in order to make the right decisions.
We hope this content helps guide your digital marketing strategy, and if you need help perfecting it, we here at Cebra will be happy to support you. Contact us !
Like any segment of the population, baby boomers are also part of the digital world and have certain behaviors, so they can be the target audience for your marketing campaign. Do you know what you need to know to include them in your strategies? Read on to find out!
Age and characteristics of baby boomers
These people are between 58 and 75 years old, so they can be identified as an adult society. Baby boomers -or simply boomers- are the generation after World War II; specifically the population born between 1949 and 1968. They receive this name because of the great increase in the birth rate during the years after the war and today they are approximately 15% of the world's population.
They are characterized by being committed, self-sufficient and competitive.
This segment is also known for representing the consumer with -in general- greater purchasing power. They have worked a large part of their lives and saved for their old age, however, they have not yet reached that age and, recently retired or about to retire, they can indulge themselves.
Therefore, it is important that if you work in communication for this group, you take into account the interests of this type of people and the age factor to reach them correctly.
People over 55 years old are the ones who spend the most
Generations over the years
Before presenting a digital woocommerce web design service proposal, you have to know the different types of audiences that the brand could or could not reach, and for that it is necessary to know the different generations that could make up the brand, how they behave, their interests and their way of approaching digital.
Current generations are classified into:
Baby boomers: born between 1949 and 1968
Generation X: born between 1969 and 1980
Millennials (generation Y): born between 1981 and 1995
Generation Z: born between 1996 and 2012
Generation Alpha: born between 2013 and 2025
According to the 2017 census, the Chilean population is made up of 17,574,003 inhabitants; of which 2,379,415 are considered Baby Boomers, 4,591,999 are Generation X, 5,363,386 Millennials and 4,768,447 belong to Generation Z. The numbers for Generation Alpha were not provided during this census.
Baby boomer generation in the world of digital marketing
Even though they are not digital natives, meaning they have not interacted with the Internet since childhood, baby boomers are not far behind in terms of participation. They are not a generation isolated from the digital world as many believe; it is true that traditional advertising continues to have a greater impact on these people, but that does not mean that digital marketing should ignore them.
According to Data Report's April 2022 report , people over 55 years of age spend an average of 5 hours a day connected to an Internet device, at least 54% buy a product online weekly, and 55% of respondents of this age admit to using the Internet to obtain information before a transaction.
Why is it believed that they do not use social networks or the Internet?
It may have been a reality a few years ago, but this has changed after the pandemic. Whether it is due to the need for communication during quarantines or curiosity about new technologies, it is undeniable that today its presence is here to stay.
Therefore, if your product or service considers them within its target audience, you should begin to allocate resources to include them in your digital strategies.
Baby Boomer Values to Take Advantage of User Intent on Google
As we have said before, they are a generation that has worked for a large part of their lives and is proud of their decisions. They consider family as one of their main pillars and are very attached to their values. They greatly appreciate tradition, loyalty and commitment; for this reason, transparent and honest brands are their favorites.
For this group, it is essential to feel represented. It is not enough to create a pamphlet message and distribute it through automated emails. They seek the most humane treatment possible despite being a digital channel. They want the attention they would receive in traditional commerce, but in the comfort of their home.
Baby boomers are attracted to promotions and discounts, even if they prioritize and monitor their spending carefully. The right offer will achieve more in the long run than one that seeks to profit from their trust.
If they find what they want and are satisfied, the probability of them becoming loyal to your brand is quite high. And as the Inbound methodology suggests , we will go from having clients to promoters . This is a highly valuable achievement in a segment that prioritizes word of mouth and recommendations from those close to them over a difficult decision.
How to attract baby boomers?
We've already talked about the importance of this segment for your digital marketing plan and the basic characteristics that you shouldn't overlook when working with this group in mind. Now you may be wondering, how can I apply this? Here are 4 tips for you!
Create personalized attention channels
Even though bots are very useful and increasingly intelligent, people are wary of them. They prefer to be handled by an executive who can answer their questions, no matter how far-fetched they may be.
Don't forget that good service can win over a customer and be what draws their attention to your brand the most.
Write simple and direct messages
Less is definitely more; short, simple, and direct messages are best. They don't want long paragraphs describing all the goodies, they want to know if it works for them or not, if the price is right, and if they can get a discount.
Technical language makes them uncomfortable, as do Anglicisms and very complicated figures. Tell them exactly what they need to know and do, so that they can make the final decision without feeling pressured.
The perfect balance between details and visuals is the right combination to win your preference.
Mix different media
With baby boomers, the best strategy is a mix of media . They trust traditional advertising, but are no strangers to digital.
If they have interacted with an advertisement on the streets, radio or television, when they see one from the same brand on the Internet they will pay more attention to it than if it were a completely unknown brand.
We've said that they base their decision on how much they know about the brand and how famous it is to them. Try to give them all the information they need and don't neglect the traditional to cut costs. This way they should recognize your brand name the next time they see it.
Don't saturate with your ads
Nobody likes to be bombarded with advertising and this segment is no exception.
They are sensitive to advertising exposure and become saturated quickly , they are upset by feeling persecuted and want to have control over their decisions.
In the previous tip we recommended a mix of media, but you shouldn't go overboard with this. Remarketing to this group can be a tricky business, so you need to define your Buyer Persona well in order to make the right decisions.
We hope this content helps guide your digital marketing strategy, and if you need help perfecting it, we here at Cebra will be happy to support you. Contact us !