How to Target Baby Boomers Through Paid Ads

The baby boomer generation may seem like an afterthought when you put together the target audience for your paid marketing campaigns, but they still hold a lot of the country’s wealth and remain a key purchasing demographic.

When Was the Baby Boomer Generation Born?

Baby boomers were born between 1946 and 1964. This generation still makes up a large portion of the population, with a 23.5 percent share as of 2019. In fact, they were the largest generation in history until millennials surpassed them.

The baby boomers have had a huge impact on social and economic policy and were the target audience for many marketing and advertising campaigns for decades.

The term “baby boomers” actually comes from the fact that there was a high birth rate following the soldiers’ return from World War II. As a result of their high numbers and growth to adult age during a time of economic prosperity, they’re also considered one of the most financially successful generations of all time.

What is Different About the Baby Boomer Generation?

This article focuses on the best strategies to deliver paid ads and marketing campaigns to boomers. To do this, you need to understand the generation’s personality traits, interests, and habits.

Keep in mind that the majority of this generation is reaching retirement age.

Their retirement may look much different than previous generations though. As many as 65 percent do not plan to retire. This is not just due to financial hardship; many enjoy their work, find their work time valuable, and think it’s important to stay active and involved to remain youthful.

They’re also more likely to spend money than previous generations. Their parents and grandparents were pretty tight with their pennies due to growing up in the Depression-era.

Compared to younger generations, boomers may be a bit slower to adapt to technology, and rightfully so. Many still use a landline and write checks rather than using debit cards.

They also don’t have the same trust in technology as younger generations. While younger generations accept that the internet poses a security risk (and are fine with it), many boomers haven’t felt the need to take the risk.

As a result, trust-building is far more important than design and aesthetics. Trust, brand loyalty, reputation, and security are critical to paid ad campaigns targeting baby boomers.

Why You Should Target Baby Boomers Through Paid Ads

Why even target this generation, to begin with? Why not focus on millennials and Gen-X instead?

It’s because this generation still makes up a large portion of the population.

They also possess a lot of the country’s money and are working past retirement age, which means they’re still spending.

Interestingly enough, they’re the only generation experiencing growth in the workforce, so their influence on the economy is still very real. Plus, 40 percent are starting to spend money online, which opens the doors to more …read more

Source:: Kiss Metrics Blog