Marketing has come a long way from universal and cross-generational campaigns. These days, marketers have a plethora of tools to help reach consumers. But that doesn't mean that all tools work equally well or even work equally well for each of your target consumer segments. Take age, for example. The messages that resonate with Gen Z and the channels they use will likely be different from the messages and channels that work best for baby boomers. Think about it: you wouldn't talk to your grandparents the way you would talk to your friends. So how can you ensure that you are effectively marketing to all generations? This article will explore the subtle generational differences that exist, how you can better tailor your marketing to communicate successfully with each different generation, and the tools that will help you in this process. Marketing to Baby Boomers Baby Boomers source: SmallBizTrends 1. Don't fall into the trap of thinking they're not shopping onlineBaby boomers didn't grow up glued to screens, but that doesn't mean they don't buy online.
Take e-commerce, for example. While some marketers might naively believe baby boomers are physical-only consumers, that's not true – research by Visa found that around 40% of all customer spending falls into the Employee Email Database baby boomers were made online. This is backed up by a Deloitte study showing that 53% of baby boomers actually prefer shopping online over physical stores. The key to remember is to remember that your online marketing strategies also apply to baby boomers. 2. Use social media (especially Facebook) As estimated, 82.3% of baby boomers have some form of social media presence, with 78% of all baby boomers using Facebook.
Therefore, it is important to design - and update regularly - your Facebook page. You may have ditched that in favor of concise Instagram stories or eye-catching TikTok videos, but if you want to target baby boomers, don't forget Facebook. 3. Forget the slang Baby boomers generally don't know slang very well. You'll know if an elderly parent has ever signed a text with "LOL" (mistakingly believing it means lots of love). Use clear, concise language when marketing to baby boomers. You don't need to make your text boring, but avoid headlines filled with slang and jargon. 4. Have a calling strategy Baby boomers grew up in a time when customer service was either face-to-face or over the phone. Therefore, if they can't get into your store, they'll likely call your business. This means you need a calling strategy. You need to make sure you can effectively track who called and when - that's where call tracking can help. Plus, Conversation Intelligence will automatically transcribe all calls, ensuring no request ever goes unnoticed by selecting all keywords and phrases in a conversation. Marketing to Generation X generation-X