Which generation do you think is the hardest to reach with marketing strategies and content? According to a recent survey, Baby Boomers, age 55+ are the hardest to reach. One might think that because Baby Boomers are the oldest generation that we would have more insights on how best to reach them. The truth is, while marketers seem to put their focus on evolving their strategies with each new generation, Boomers are the ones who stand out as the most difficult. Marketers often find it challenging to connect with this generation due to the diverse interests, values and purchasing patterns. Let’s dive deeper into what makes Baby Boomers tick.
How do Baby Boomers Shop?
Despite the stereotype that Baby Boomers are technologically challenged, many are very familiar with today’s digital platforms. However, they do not head to social media for their shopping needs. While marketers can effectively reach the youngest generations by advertising on social media, streaming services and on YouTube, Baby Boomers are left in the dark. Boomers find most of their product discovery through television ads, online search and in-person retail shopping. Yes, online search is popular across all generations, but it’s how Boomers search that’s different. While Gen Z, Millennials and Gen X search on their phones, Baby Boomers stick to searching on their computers. So how can you effectively reach them in your marketing strategy?
Tap into Emotion
Something that has not changed over the generations is tapping into emotion in your marketing strategies. Incorporating nostalgic elements into your marketing strategy can be a game changer for boomers. Whether it’s using retro visuals or throwback references, you’re not just selling a product – you’re selling an experience tied to cherished memories.
Focus on Omnichannel Marketing
In-store experiences and digital experiences go hand in hand. Making sure that these strategies are cohesive ensures consistency for Baby Boomers as they are active both online and offline. Offer things like online product reservations and in-store pickup for a seamless blend. You can also blend traditional media like TV and direct mail with digital platforms such as social media, email and your website to showcase a unified brand voice.
Baby Boomers are not all cut from the same cloth. They have a wide range of interests, backgrounds and lifestyles. When marketing to Boomers, it’s important to remember who they are, where they come from and where they hope to be in the future. Avoid any language that is stereotypical, and instead use language that acknowledges their differences. Trust will be the outcome.
While younger generations have shorter-attention spans and prefer short-form videos, Baby Boomers are the complete opposite. When it comes to sharing videos, they are looking for more long-form, informational, slower-paced videos. Finding the right speed (that isn’t jumping scenes every 1.5 seconds), the right tone and the right story will get boomers sharing and interacting with your videos.
Boomers may be the most unique generation for marketers to decipher, but each generation has its own way of engaging with brands and their content. By utilizing these tactics in your marketing strategies, you’ll be able to reach Baby Boomers more authentically and increase their engagement and brand loyalty.
Getting the messaging down to target specific audiences or generations can be time consuming, but you don’t have to do all the work yourself. At JSK Marketing, we become a part of your team and use our expertise in creating content that resonates with your target audience to get you front and center. If you’re looking for help in the content writing, social media management or digital advertising, contact us today! We’re ready to help your business stand out and be remembered.