Small businesses can target this demographic using social media, web 2.0 marketing services
Looking to reach baby boomers with sales and marketing campaigns? Try social media.
In a trend that likely extends beyond the U.S., a recent survey from eMarketer found that 47 percent of American baby boomers – representing consumers aged 46 to 64 – have a profile on at least one social network.
Baby boomers are also receptive targets for other digital marketing services such as online reviews and recommendations, as 49 percent of respondents said a purchase decision was influenced by an online review or recommendation on a retailer’s website – a feature that savvy Canadian small business owners may want to incorporate into their website design, regardless of their target demographic.
However, boomers are particular about their online interactions, especially when it comes to marketing and advertisements.
“Marketers should not expect boomers to become ‘fans’ or ‘friends’ unless they are passionate about a product or service,” the report noted. “However, boomers who do sign on should be nurtured -they are vocal about their positive and negative experiences.”
This is not the first time this trend has been documented: a study by iStrategyLabs found that the largest growth in Facebook users by demographic between January and July of 2009 was seen in the 55 and older cohort, which rose by 70.8 percent in those six months.
Credits : By NEBS Newsdesk