The Marketing Corner: Social Media Generational Update—Boomers

Part 3 of a 3 part series

Baby boomers. They were once the most coveted target audience for marketers in the not so distant past.

Today, even the youngest of the boomers have turned 50. This is the most talkative of all groups, especially when it comes to family, shopping, and promotional giveaways.

Below provides more facts on Boomers:

  • Born between 1946 and 1964. It has been said that those born in early 60s (younger boomers) tend to display behavioral patterns of Gen X. Younger boomers, depending upon the situation, could share like habits of both generational groups
  • Boomers don’t tend to live their life out-loud on social media. They will post the least number of photos
  • Music taste will run the gamut from rock to country.
  • While social TV is dominated by highly rated reality series such as “The Real Housewives” boomers are also big on dramas that whet the appetite such as “Scandal”
  • They tend to follow brands that have strong social media presence

While many major Marketers have moved away from this generation, some are finding that this group still has a lot of appeal. They’re not their parents’ generation. Boomers have no intention of retiring quietly and stopping their overall purchase behavior. Many of their objectives are to lead an active lifestyle, so products or services pertaining to investments and health are of interest. Another consideration is that since the financial crisis, many of their children have returned to live at home.

As this series wraps up, it is clear that insights and gaining other data on your desired audience is essential. Big box retailers are great at taking an insight and turning it into a messaging strategy. After all, retailers have an “always on” strategy! This fact can assist other businesses by reviewing many of their best practices. This is a great way for your business to minimize missteps.

All three major generations are active on social media. It is really a matter of what strategy one deploys to tap into these varies groups. Retargeting strategies should comprise a portion of your online purchases. Some online publishers will offer a research study for a slightly higher CPM.

This would be worth the investment in order to gain primary research on your buy. It would assist you in decision-making about how to best optimize your purchases. Also, be sure not to become a nuisance with too many messages. In fact, it would be a good idea to ask your desired audience what frequency is favored. And as always, keep the consumer first before the needs of your business.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide); available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: