Immersion Active: The Internet Marketing Agency for the 50-plus Market
Marketing to Baby Boomers
"Most companies are going after the 18- to 34-year-olds. Look, there ain't many of them, and most of them have no money. The most important markets today are women, boomers, and geezers (quirky old people). Businesses are idiotic to pass up on marketing to old people, who generally have far more money than the younger set."
If those musings from business guru Tom Peters aren't convincing enough, we'll take it one step further: Marketing to boomers = Major profit potential.Immersion Active is the Internet marketing agency committed to developing interactive strategies to reach baby boomers online. Boomers are open to exploring new technologies, and equally willing to open their wallets for products and services marketed to meet their needs.
We understand that marketing to boomers online isn't as simple as referencing flower power or the summer of love. As quickly as you can grab the attention of a digital boomer with effective Internet marketing, you can turn them off much faster with inappropriate messaging, content, imagery...the list goes on and on.
So what works?
Embrace the effects of aging right along with them
Colorblindness, presbyopia, eyesight deterioration, and declining motor skills occur in all aging adults, and symptoms can even begin as early as age 42. Baby boomer websites need to accommodate this with larger text, broad clicking areas, and high contrast colors.Approach aging delicately, but don't ignore it
Boomers coined "trust no one over 30", but that doesn't mean they want to see attractive twenty-somethings representing them in online advertising creative. They are embracing aging like never before, so imagery and messaging should aptly represent them as the active adults they are. Just remember that "50 is the new 50."Establish trust
Boomers aren't nearly as brand loyal as prior generations were at this age, but they have to be able to trust a company before they buy. Keeping company imagery consistent not only reinforces your brand, but also makes you more reputable in a boomer's mind. Including client testimonials and providing offline contact information are effective tactics to keep them coming back for more.Is that it?
Not even close.
Although the first wave of baby boomers turned 60 in 2006, they are a viable, dynamic consumer group that will continue to evolve for many years to come — requiring boomer-targeted marketing strategies to be equally dynamic and insightful.
Resources
As the only Internet marketing agency in the United States focused solely on the baby boomer markets, we are constantly looking for the latest research and insight into these dynamic consumers. We encourage you to explore our resources section.Carol's Web is a flash-based interactive program that simulates a typical online transaction through the eyes of an adult aged 50-plus. This scenario enables the user to experience the common frustrations and pitfalls mature consumers experience online.
Immersion Active's bi-monthly newsletter addresses issues affecting digital boomers and the newest strategies to engage these lucrative consumers.
Were all baby boomers into political activism? Can you actually become happier as you age? Do they really spend that much money online? Immersion Active debunks the myths and states the truth on this page.
The media is booming with boomers. With categories ranging from Marketing and Advertising to Finance and Spending, this page houses the most up-to-date news stories on baby boomers.