The baby boomer generation experienced tremendous change during the pandemic, spending more time online for media consumption, online shopping, and staying connected.
While once known as digital amateurs and social media dabblers, this generation of consumers approximately in the 55-to-75 age range has embraced the online world and become an important audience group to target with digital advertising campaigns across platforms like email and social media.
Campaigns that leverage timely, relevant, and helpful messages can benefit publishers and advertisers looking to engage and convert baby boomers.
However, just because baby boomers are spending more time online doesn’t mean they are exactly mirroring the behaviors and motivations of their other generational counterparts.
To uniquely engage baby boomer consumers, advertisers cannot rely on the same strategies that best align with millennial and Gen Z audiences. Instead, advertising targeting the baby boomer demographic benefits from unique consumer journeys based on the specific needs and desires of baby boomers, as defined in the three strategies below.
Emphasizing Customer Service Features Can Boost Conversion Rates of Online Shoppers
According to The Washington Post, seniors ages 65 and over increased how much they spent online by 49% in 2021 compared to 2020. But, just because seniors are shopping online more, it doesn’t mean they’re entirely comfortable or confident with online shopping. Brands that prioritize customer service, safety, and convenience are likely to create loyalty among baby boomers and seniors. Specifically, leveraging inbound call campaigns can be effective and provide baby boomers with a familiar way to connect with brands. Similarly, including an easy-to-find, toll-free number to reach a live customer service representative to the brand’s website and email campaigns is another way for brands to provide a convenient shopping experience online.
Baby Boomers are Attracted to Advertising that Aligns with the Lifestyles They Want
Advertising targeting baby boomers may often be about solutions tied to the nuisances of getting older, but most baby boomers don’t think of themselves as “old.” Images targeting baby boomers should feel empowering and full of life.
Also, remember that baby boomers are not only shopping online for themselves. Throughout the year, baby boomers are buying gifts for their families – sometimes families they wish they could see more and know better. Age and interest-specific gift guides can benefit baby boomers who want to select gifts that their loved ones appreciate. Having access to important first-party data can help elevate digital advertising campaigns, connecting brands with the right consumers, like baby boomers, when they are ready to take action.
Baby Boomers Want Simplified, Easy-to-Follow Conversion Paths
Baby boomers are more comfortable online than ever before, but they’re still not digital natives.
Advertisers should create consumer journeys that appeal to baby boomers and seniors, with digital content for landing pages and email campaigns that are subject-specific, like “feel safe” and “stay active,” and consumer journeys that make sense for those with less online experience.
Easily navigable websites and well-executed, creative email campaigns driving to landing pages featuring elements like bold calls to action with big buttons can help drive conversions, especially when targeting non-native tech users.
Ads and creatively targeting baby boomers should offer quick answers to questions, paired with visible pricing options and easy access to contact information.
Take Action to Reach, Engage & Convert Baby Boomers More Effectively With DMS
Digital Media Solutions (DMS) is ready to help you find new solutions to scale success. DMS creates people-based advertising campaigns by leveraging first-party data assets to define and engage highly targeted audience profiles, attracting the consumers with the greatest likelihood to convert. Contact DMS to learn more.