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Infographic: Why Baby Boomers Need to be Included in Your Marketing Strategy

Nearly every business has a target market that includes baby boomers. And why wouldn’t they? Baby boomers are one of the biggest spenders (with over 70 million of them), and as our infographic below shows, they are spending more time online than ever before.

And it’s not sending emails back and forth. Baby boomers are now joining Facebook and other social networking sites in droves. This older generation is now using the Internet, and if a marketer passes this up they will lose business to a competitor.

Research from ShopperCentric shows that those in the UK aged 50+ are browsing online stores often, but few are actually buying. Baby boomers have deep pockets as well, with those aged 55-64 making a medium income of $77,507.

So how do you market to them? Only they will know best, but here are a few ideas:

1. Ensure Website Security

Baby boomers didn’t grow up the internet. When they needed something, they went to their local store. If you sell anything online, be sure to clearly convey how secure your website is. Give our blog post a good read through and make sure you have your bases covered. Baby boomers have been taught to make sure a site says “HTTPS”, so everything from your shopping cart to your account login page should be using SSL.

2. Be Smart With Your Website Design

Your website shouldn’t be cluttered. Be a resource for people and teach them about what you do. If you have an eCommerce store, your product copy shouldn’t sound “salesman-ey”. Baby boomers have been around the block a number of times and know when to spot BS. Instead, aim to educate them about the product by giving them as much information as possible.

3. Show Your Value

Baby boomers compare prices just like everyone else. If you sell online, you’ll be tempted to compete on price. It’s important to have a clear value proposition and really show them how you’re different than your competitors.

This infographic shows us that not only are they online, but the number of them coming online is growing.

baby boomer internet usage

About the Author: Zach Bulygo is a blogger for KISSmetrics, you can find him on Twitter here. You can also follow him on Google+.

  1. Some really astonishing facts! Thanks for the info – Will be updating social media/website to reflect.

  2. Hello there,

    This was really incredible read :) Love the way you share tips for increasing website conversions. Can you tell me how I can get in touch with you for optimizing my website?

  3. Rupal Sathavara May 29, 2014 at 3:10 am

    I do like this infographic blog more and more, Here I found really important marketing strategy. which i want to apply for my business.

    • Rupal, glad we could help. Thanks for the feedback. Please let us know if you need any help along the way :)

  4. Very good article

  5. Thanks you. I have a my Marketing Strategy. But I is not certainly

  6. Brian Willsone May 30, 2014 at 3:08 am

    Nice infographic on marketing strategy to refer.

  7. What a great graphic. I do a lot of work with media, and it is so easy to just think that my video and graphic design is for the younger demographic, but this article is has helped me to think about my business a bit different. Thanks for the food for thought.

  8. Wow! This is a very good information. Security among the older generation is really on the top of their list because they have that solid notion that it is hard-earned cash they would be spending. So, having a website that caters to their needs and have them feel “home-y” is, I think, the key for them to be a trusting customer.

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