View Post

Boomers & Older Customers Are Writing a Brand New Book

Many marketers today are not prepared to reach baby boomers and the fifty-plus, a class of customers who have more money to spend than any other group in history. “Boomers and older customers today are affluent, and they are disproportionately represented among most retailers’ customer bases,” says Sandra Gudat, president of Customer Communications Group. “It’s typical for a company to …

View Post

Ten Behavioral Distinctions of Older Customers

Marketers continually look for ways to group targeted customers to connect efficiently with them. The following offers insights into understanding better older customers. 1. Increased individualism Older customers are less subject to peer influence than younger customers are. Keeping up with the Joneses is not as important as it once was; thus advertising that invokes social status benefits does not …

View Post

Checklist for Creating a Website for the 50+

Baby Boomers, seniors and 50+ consumers interact with brands online and use the internet when making purchasing decisions on a daily basis. One of the first and most important interactions with your brand is a visit to your website, and designing your site to increase the satisfaction quotient and reduce the frustration quotient for aging audiences is essential. In Alice …

View Post

How to Design Your Website for Seniors, Boomers and the 50+ Audience

Know Your Target Computer usage by those 50+ is soaring. Statistics show that the rate of internet use has been rising for all ages, and older adults are now among the fastest growing groups of internet users. The 50+ age group has made the internet an integral part of their everyday lives. According to a 2016 Pew Research poll, roughly …

View Post

Marketing To Baby Boomers – Is It A Game Of Chance?

by Jim Gilmartin – An esteemed colleague once told me that no category of business expense contains as much waste as marketing. The amounts are astounding. Some marketing-related activities are estimated to cost companies about $500 billion annually. There are those that consider that figure is double what it should be. That claim is not as outlandish as it might …

View Post

Marketing To Baby Boomers – For Sale: Baby Shoes, Never Worn

By Jim Gilmartin – Most of us love stories. That’s nothing new. However, marketers need to understand better the value of storytelling in communicating messages. As we age, stories play an even more important role in how our brains process information about your products and services. Jonas Kaplan of the University of Southern California published a study in January 2016 …

View Post

Want To Connect With Baby Boomers? Get Your Messages Creatively Right

By Jim Gilmartin – Contrary to the perception that aging brings a calcification of shopping habits, many over-50 consumers diversify their spending habits as they grow older. That diversification, plus the narrower tactics of contemporary marketing practices, makes them much tougher to reach through advertising. As older consumers and the Baby Boomer cluster move from the crowd-think of their youth …

View Post

People Make All Purchase Decisions

“All purchase decisions are made by people.” Gavin Finn, CEO of Kaon Interactive, wrote in a recent article. “While data science and analytics have become an essential element of every modern marketing arsenal, it is wise to remember that people make all purchase decisions.” He goes on to say, “Even in business purchases, the individual decision-makers are subject to the same …

View Post

Baby Boomers Clearly Into The Fall And Winter Of Life Stages

Today, the oldest Boomers are 70+. The core needs and maturational changes in values, views and behaviors of 70-year-old Boomers are not materially different from those of 70-year-olds in the past. Boomers’ differences from previous generations are more differences of style than of substance. The core needs that are part of what defines us as human beings, such as self-actualization …

View Post

To Connect With Baby Boomers, Be A Servant Marketer

By Jim Gilmartin – Contemporary theories of marketing are increasingly defined in the context of collaborative relationships between a marketer and customers that operate on behalf of meeting needs of the latter. But honoring this idea is often problematic because a continuing focus on sales quotas pressure marketing and sales staff to concentrate more on making deals than on helping …