Marketing to Baby Boomers Essay
The first hurdle for online marketers targeting boomers is the disparity in age that can exist within the group. This has led many marketers to divide the group into two distinct segments: older boomers (those born between 1946 and 1954) and …show more content…
The trend has caught the attention of senior-living communities that have begun to introduce social media to residents. People who grew up with vacuum-tube radio sets are now learning how to befriend grandchildren and old classmates on Facebook and Classmates.com.
Retirement communities are also launching their own Facebook pages and posting videos on YouTube to appeal to the Boomer children of current or prospective residents. For example, Edgemere Senior Living has a Facebook page. Fan pages like this often include dozens of photos of recent activities at the communities. Visitors to the page can become “fans” and post comments. There are entire social networking sites devoted just to seniors such as the Over 60 Exchange, as well as dedicated website areas of organizations like the AARP that has added a forum called Online Communities.
Baby Boomers are a much bigger force on the Web. The research group, eMarketer, estimates that in 2009 Internet users ages 45 to 63 make up 28.8% of the total online population, or 57.4 million users.
A new report from Forrester Research also reveals some information that may be different than you thought: More than 60 percent of those in the Baby Boomer generational group actively consume socially created content like blogs, videos, podcasts, and forums. What’s