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Why Your Marketing Isn’t Resonating With Baby Boomers

Most marketers these days have realized the value in targeting Baby Boomer audiences. They are a massive market with the most spending power – accounting for more than 70% of the disposable income in the U.S. But this very lucrative segment is more than just another target audience. Baby Boomers are a complex blend of people who have lived through …

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Facebook Marketing Strategies for Reaching Baby Boomers

There’s a perception that Baby Boomers avoid going online and are not active in the social media space. This is simply not true. The fact is a recent study by Google revealed Boomers and seniors spend more time online than watching TV. Moreover, of those Boomers going online, 82% have at least one social media account. It’s true that they’re …

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Baby Boomer Trends Marketers Must Watch Over The Next 5 Years

Baby Boomers may be the most studied consumer segment in history. Because of its size (and therefore influence), this generation has had a huge impact on the nation’s culture and economy over the last fifty years. And that influence will continue. Currently, the 55+ age group controls more than three-fourths of America’s wealth. Just as astounding, that disparity will remain …

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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 …

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Four Million Gen Xers Disappear: Blame Madison Avenue’s Death Star

The Star Wars franchise turns forty this year; look for quotes and metaphors to crop up ad nauseam in marketing circles. Always ahead of the pack, we’ll get ours out early. In another 2017 milestone, for the third year in a row over four million members of Generation X – born 1965-1981 – will reach their 50th birthday and disappear from mainstream brand advertising. Thanks to Madison Avenue’s remorseless …

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How The Boomers Took America Global

By Barry Robertson – When January rolls around, many Americans turn their thoughts to vacation planning. And, as in most other areas of the U.S. economy, Boomers are the driving force behind the travel industry. It’s not just about loading the family into the minivan for an interminable are we there yet road trip to see the world’s largest ball …

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Santa Claus Is Coming To Town, Thanks To Those Spoiled Boomers

By Barry Robertson – The doting parents of the Boomer generation grew up in tough times. The economy crashed in 1929 triggering the Great Depression of the 1930s – during which unemployment never once fell below 14% – followed immediately by World War II. So when the U.S. entered a period of incredible post war prosperity and self-confidence that lasted from 1945 until the mid-60s, our …

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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 …

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How Boomers Revolutionized The Luxury Car Market

By Barry Robertson – The 2016 LA Auto Show opened on November 18 and will run through the Sunday after Thanksgiving. It gives Los Angelenos a chance to walk off all that turkey and holiday goodies. Who knows, maybe somewhere in the glittering array there are vehicles as transformative as in the 1990 show when the shiny new Lexus LS400 was on display. Thanks to …

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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 …