Four tips for marketing to baby boomers online

ORLANDO, Fla. – Jan. 20, 2009 – Baby boomers, born between 1946 and 1964, account for 29.4 percent of Internet users, but a recent report from eMarketer indicates that a disparity in the ages of baby boomers poses a challenge for online marketers. The report, “Boomers Online: Attitude Is Everything,” says marketers often separate baby boomers into older boomers born from 1946 to 1954 and younger boomers born from 1955 to 1964.

While younger generations see the Internet as a form of entertainment, research reveals that baby boomers use the Web as a tool or resource. The eMarketer report shows that 74 percent of baby boomers are online at some point every month, and a recent report by Edelman states that 54 percent of boomers polled feel misrepresented and neglected by the advertising industry. Online advertising is geared toward younger people, according to 83.2 percent of older boomers and 72.5 percent of younger boomers.

These findings indicate that professionals who engage in Internet marketing need to create a relationship with boomers based on trust, as they are willing to try different brands and services, and will make their experiences known.

Web sites need to be user-friendly and accessible, with simple designs, a prominent privacy policy, concise content, and larger fonts and photos. Marketers need to offer relevant information about their products and services, and landing pages should correspond to popular search engine keywords to retain visitors’ attention.

Source: 
RISMedia (01/20/09) Keenan, Joe

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