Ultimately, these changing purchasing behaviors create ecommerce inbound marketing opportunities to showcase products and services that cater to their needs.
As devices, behaviors and purchasing patterns continue to evolve, modern marketers must adapt their strategies to keep up. In this guide, we will explain who baby boomers are and provide actionable solutions to help you engage and delight them through every stage of the purchasing journey. Before businesses can market to a specific demographic, they must first understand their characteristics and motivations. This practice often manifests itself through buyer personas.
Buyer personas outline the demographics and psychographics behind a semi-fictional customer. Baby boomers have experienced significant political, social and economic change during their lifetimes. As the most populous generation during their birth period, Boomers have driven significant economic growth. Births in the United States during boomer years totaled nearly 79 million. Although this number is projected to decline to 72 million and millenials have overtaken boomers as the most-populous generation in the United States, baby boomers still boast significant population numbers and enough accompanying purchasing power to impact the U.
As more boomers stay in the workforce longer, their economic impact continues to influence the economic activity. Boomers make up the only population group experiencing growth in the workforce.
This change in lifestyle will ultimately translate to more disposable income and purchasing power. This list lays the foundation for successful, lasting relationships. Furthermore, it will help your messages clearly resonate with this important demographic.
Generation-specific language alienates users and often makes the businesses using it appear insincere. This concept rings especially true with baby boomers. Using slang can also create miscommunication and result in lack of clarity.
This is a worst-case scenario for brands that spend time and money to reach their audiences. Ecommerce copywriting is a diverse and exciting facet of the marketing landscape. When creating content specifically for baby boomers, keep your language clear and concise.
Although tone will vary by company, brands targeting baby boomers should use simple messaging that is easy to understand. Baby boomers use Facebook far more than any other social media platform. Many in this demographic use the platform to keep in touch with friends, family and loved ones and to stay informed. As a result, marketers have significant potential to meet boomers where they socialize. With organic Facebook reach hovering somewhere between two and four percent, many brands struggle to gain impressions and engagement on the platform.
As a result, Facebook advertisements have become a mainstay to reach new and existing customers. For example, factors including age, gender, geographic location, device and interests help narrow who sees your ad.
Using this approach, brands can ensure their messages reach the right users with the right messages. Baby boomers react positively to information that proves your product is worth their money. As a result, showcasing clear benefits can help this demographic through the decision-making process. When it comes to ecommerce product copywriting specifically, we recommend using clear headings and bullet points to convey key selling points.
This style of formatting makes content easier to understand and helps users digest information quickly. When writing for boomers, focus on how your product or service will provide a benefit based on their overall financial investment. With significant purchasing potential, this generation appreciates understanding the benefits that spending their money will provide. Generally, baby boomers prefer slower video formats that explain concepts in detail.
This type of media format helps them clearly understand the messages and information your brand presents. As video continues to dominate Facebook content, we recommend a few best practices to help your videos resonate with boomers. Tip: If your brand targets baby boomers on Facebook, you should be creating ecommerce video content.
Video experiences the highest engagement and visibility on the platform and will ultimately position your message for consumers to easily digest. Forbes reports that Boomers use their phones approximately five hours per day. This is strikingly similar to Millennials, who use their phones five and a half or more hours per day. In , that first round of Baby Boomers—those Americans born between and —turns From now until , 10, Baby Boomers each day will hit retirement age.
Millions will begin to officially retire, collect social security checks and go on Medicare. Other Boomers will keep on working either out of financial necessity or out of some less tangible need like identity and self-worth.
In the several decades prior to the Boom, babies in the U. Then in , this rate exploded to 3. The peak years were and with 4. In all, these years produced about 76 million Baby Boomers. The official retirement age to receive a Social Security check is It certainly pays to wait. Are you a Baby Boomer or do you have a loved one that is? This generation was one of the largest in American history, and it is perhaps one of the most important right now when it comes to senior living. During that period of time, the birth rate of Americans soared.
This is where the name comes from. This is a term used to describe an entire generation of people. Generation X followed this generation, followed by Millennials. Baby Boomers were born in an era that experienced great U. Consider the U. This growth was due to their parents, the Greatest Generation. Boomers are often labeled as individualist, selfish, cynical, pessimistic, narcissistic, and socially responsible. Many are certainly looser with social conventions than their parents.
Consider the following. Americans born in the 40s were dancing to Buddy Holly one decade and starting their careers the next. Boomers born in the 50s grew up with the Beatles, Dylan and the Stones, and protested the Vietnam War in college.
A Boomer born in could be the child of a Boomer born in Our site includes tons of articles to help baby boomers plan their retirement and maximize their lifestyle. We also have the most complete directory of senior living options so boomers can plan for their heath care needs. It was the baby boomers that made our country great and now we hope you will use Senior Living to help you get the top-notch retirement you deserve. Baby Boomers officially were born between through Sometimes, this range is through In all cases, it was the generation that was born just following the return of the military from World War II.
By the end of , there were 2. That was just that initial year. In , that number swelled to And, by , their highest population present in the United States was This also includes those who immigrated to the country and were born in those years. As noted, the Silent Generation came directly prior to the Baby Boomer generation. Usercentrics Consent Management Platform Logo. The boomer generation as a target group — wasted potential? By Eva Heintz Read on to learn what matters to the boomer generation and why it can pay off for brands to embrace this target group.
Content Online Advertising Targeting. How to trigger the boomer generation If you want to target the boomer generation with your brand, you need to thoroughly understand its typical values, desires, and motivations.
If your brand wants to also attract older people, then a Facebook campaign is a must. Content is king — especially for boomers. Video content is really gaining ground from a marketing perspective. You should experiment with various formats and messages to see what works best on older people. Font size, contrast, the size of the CTA button — the more accessible your digital content is to the boomer generation, the more likely it will remember your brand in a positive light and as one that is inclusive and trustworthy.
Time for more boomer marketing While the boomer generation is still being neglected by many marketers, the potential that this target group offers is simply too great to be ignored.
Subscribe to Newsletter. About the author. Eva Heintz. As a linguist, she knows perfectly what it takes for successful communication.
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