Boomers Alert: We are Technology-Savvy!

There is a new study out about the Baby Boomer Generation (one that's near and dear to me for obvious reasons), and it reports that direct marketers better not try to reach us using our parents' technology. HA! I feel like such a rebel! Apparently, we Boomers are branching out and adopting newer technology to do all kinds of things -- including shopping, researching products and services, and receiving advertising messages.

In a recent article from BizReport, author Kristina Knight reports that "Baby Boomers said they are spending less time each week reading books and newspapers than they were six months ago. At the same time, the group says they are spending more time on their computers and using their cell phones. Listening to music, watching television and using the Internet have remained at a steady consumption rate." This is important to us because the Baby Boomers are still the largest generation alive today -- and the age range is wide enough to impact lots of different purchasing decisions (generational experts put Boomers at between approximately 43 - 61 years of age).

As Knight reports, although these results aren't earth-shattering, they do point to the fact that marketers should include this group in their online advertising efforts for sure. And, mobile marketers should also take note of this trend -- there are lots of Boomers who actually use their wireless phones for more than staying in touch with the kids and grandkids. This is certainly a departure from the thinking that it's only the skate-boarding, extreme sports kids who use their mobile devices for downloading videos and music. Boomers are using these devices for email, news and driving directions.

As we've posted about before, it is really important to keep all of the six generations alive today in mind when creating your marketing strategy. And, as this study points out, we need to also keep a finger on the pulse of generational evolution and how each generation prefers to be communicated with over time. In fact, if you haven't read our Impact of Generational Attributes on Marketing white-paper already, you may want to take a look at it now.

Meanwhile, I'm going to go do some online shopping, and then text my buddy and see what she's up to. : )

Direct Marketing To Baby Boomers

It's amazing to think about the fact that Baby Boomers (me being among them) make up 25% of the US population, hold 70% of US assets, and collectively, spend over $2 trillion a year in products and services. Wow!

Savvy direct marketers are learning how to more effectively communicate with this large group of consumers so they can cash in with them -- and get some of that $2 trillion applied to their bottom line. In fact, a new book has been released to help direct marketers and advertisers do just that. Advertising to the Baby Boomers by Chuck Nyren, a veteran creative strategist, explains how to approach this important demographic. This second edition update is divided into three sections. The first part helps us understand Boomers' self-image and desires; the second suggests marketing strategies; and the third offers a listing of some practical resources. This book is a great resource for all of us in understanding the uniqueness of this large group of potential and/or current customers.

In case you aren't aware, there are an unprecedented five generations alive today that we must take into consideration as we plan direct marketing and advertising efforts. And, as you can imagine, each generation has very different needs and desires in terms of how they want to be communicated with, marketed to, etc. The Baby Boomers represent the largest generation alive today and (as Nyren points out) it is imperative to effectively communicate with them, while not alienating them in the process.

If you are interested in learning more about the five generations and how to better market to them, we have created a white paper on this very topic. It's interesting to see the differences between the generations -- and there are many. Although for most of us, these differences become very apparent at any family gathering! Or is that just Cousin Harold's personality that's shining through??? : )