Digital Marketing: The Boomers & the Seniors

Knowing your demographics is key.

When we sit down with a client to talk about their target demographic there’s usually this preconceived idea that the social media and internet marketing should be geared towards Millennials. But that’s the farthest from the truth. The latest numbers from show baby boomers (age 45-65) spent more time on the web than with any other media, including TV, radio and newspaper/magazine.  And seniors (age 65+), outspent their web time by only 30 minutes of watching TV.











The majority of boomer and seniors use the web to look for more information, but 57% of respondents said they headed online to get information related to shopping.

 What this means for you:
You have to deliberately market to these demographic. They’re ready, waiting and available to you. So how do you do it?

-Target online ads:
There is plenty of digital ad space that works to the baby boomers and seniors. Purchase digital ad space on these and make sure the content is catered specifically towards the groups.  The CPC for ads targeting this demo for most keywords is usually still low as well.

-Social Media:
The boomers and seniors are on there to see pictures of the grandkids. Cater ads directed towards them specifically and evaluate their performance

-Tablet/Mobile users:
Boomers and seniors are using tablets and mobile devices at an exceeding rate. Notably, 49% of boomers made a purchase after gathering information via their device. This means that if you can get them to your service or product from their device, there’s a 49% chance they’ll buy. I’ll take that. They way to capitalize on this is to cater and/or provide relevant content for them within your site/advertising.

Social Media Marketing: How It Can Help You

First, let’s start of with defining “Social Media Marketing.” It’s understood in the marketing industry as using social media channels to market your product or business.  Social media channels included mostly digital assets like Facebook, Twitter, Youtube, Linkedin, Foursquare, Yelp, Urban Spoon, and others.      

Social media is a rich location for marketing because this has already has a large presence.

SOCIAL MEDIA MARKETING FACT: Facebook users return to the site over 95% of the time withing 30 days.

Social media marketing aids your businesses in identifying the potential customers that can benefit from your services, provide feedback, and allows you offer immediate customer service.  This also enables you to fully understand the needs of the consumers and listen to their suggestions.  Listening to they have to say on how you can improve your product or business creates a strong bond between customers and companies, which makes for a very loyal fan base.  Social media marketing includes this collective conversation that is happening online and can really be the doing or the undoing of a company.  Check out Buddy Media’s Chief Strategy Officer, Jeff Ragovin talk about brands adapting to social media or dying here.

So let’s get into some specifics.  Social media marketing doesn’t just include having a Facebook brand page or a twitter account.  It’s about knitting together all digital assets associated with your brand or business and compiling a cohesive marketing strategy.  And as we always suggest, any social media marketing strategy should compliment or at least include the consideration of any traditional media marketing plans for the brand or company.  Get the inside scoop on digital vs traditional media here.

Post your answers here: Do you think your business can benefit from social media marketing?

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