The Marketing Corner: Baby Boomers’ Changing Media Behavior

Two women shop for iPads at a Best Buy store in Naples, Florida, on Nov. 29, 2013. Despite their earning power, baby boomers are overlooked in business marketing plans. (Photo by Spencer Platt/Getty Images)

Baby boomers (ages 50–61) are becoming increasingly active online. As a small-business owner, if you thought social media was strictly for the young, you should think again.

Baby boomers can be found online and using their mobile devices for a variety of social networking and other activities.

Additionally, boomers are sharing their information via social media websites such as Facebook. While many advertisers are focusing on the younger generations, small-business owners would be wise to consider the impact boomers can have in achieving revenue goals.

Many U.S. households are multigenerational and in some instances boomers are the primary decision makers and caretakers for their grandchildren. These households are spending more money on basic household necessities and other discretionary items.

Online and mobile activities show baby boomers willing to provide personal information, make purchases, post photos/comments, and spend several hours daily online. Social media, loyalty programs, and traditional media (TV, radio, print) are all viable outlets to reach this group.

Many baby boomers are higher income earners too. Small-business owners should consider whether current marketing tactics are up-to-date and include this segment.

Just because this group is outside of the coveted advertising age range of 18–49, it doesn’t mean that this group couldn’t be a very viable target. Think of this group as potentially “low hanging fruit.” As always, do your homework to make sure adding another target audience or increasing your activities makes sense for your business.

Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer, and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners”; available at Amazon.com. Adele was listed on Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]