Surprisingly, Boomers have over 70% of the disposable income in the United States and spend more time online than 16 – 34 year old’s.
With a description like that you would think every marketer would be beating down their doors, but they’re not. Today, only 5% of advertising is targeted at this lucrative demographic.
Boomers are the generation born after the Second World War, with birth dates between 1946 and 1964. They’re the generation marked by Woodstock, The Beatles, the Vietnam War, and the Civil Rights Movement. They enjoyed some of the best years of economic prosperity, and soaring wages. Now each day thousands are leaving the job market, and with more free time and a huge amount of disposable income, they are looking to spend if you approach them the right way.
While many might view this demographic as having a love hate relationship with technology, the stats show something else.
- 60% are on at least one social media site, with Facebook being by far the most popular.
- Boomers spend 27 hours per week online
- They are 19% more likely to share content compared to other generations
- 92% are shopping online rather than in stores and malls
- Long form, slower paced informational videos appeal to Boomers
I’m sure you now see the appeal of this demographic, but how do you target them? Well, an integrated approach is going to be your best bet, an integrated multichannel marketing strategy that involves direct mail, email, social media and web. For example, a Direct Mail lead piece that pushes them to the web for more information and converts them to a sale would a fantastic conventional approach.
So you want to target Boomers but maybe you need some help? Well you’re in luck, JR Direct is happy to help with anything from targeted lists of Baby Boomers, to the creation of a direct mail piece, a website, or a social media campaign.