Targeting A New Generation

Marketers are always trying to find that power demographic; the group that holds the spending power. For so long that key demographic has been the 18-49 age range, the poeple with more descretionary income to spend. However, the age demographic is changing to the Baby Boomer generation. Consisting of individuals born between 1946-1964, this demographic is now 76 million people strong, that's 28% of the US adult population, and it is quickly becoming attractive to marketers everywhere, according to a recent Online Media Daily article by Peter Koeppel. Traditionally, the best way to reach this niche market was through television, since they were the first generation to grow up with a television in their home. However, Baby Boomers are more tech saavy than we give them credit, and internet marketing in now one of the best ways to reach them. According to Koeppel's article, Baby Boomers make up one-third of Web users in the US and they are highly likely to utilize the internet for shopping purposes. That includes purchasing items such as high tech gadgets, exotic vacations, and winter wardrobes. My own father even purchased an iPod before me, via the internet. The Baby Boomer generation is an entirely new niche market that internet marketers especially have to pay attention to. And just like Facebook rapidly grew by targeting college students across America, a new social networking site called TeeBeeDee is reaching out to the Baby Boomers and providing them a way to connect. I think this will turn out to be as successful as Facebook and will open the door to the world of the Baby Boomers for online marketers. So how can you reach this lucrative market? 1. Know what they are searching for. Industries such as travel, health, enteretainment, and finance are key. 2. Make ads that speak specifically to them. Don't try to create an ad that speaks to both Gen Y and Baby Boomers. 3. Be straight forward. Baby Boomers don't want ads or websites that are overly flashy or confusing. They know what they want, you just have to give it to them straight. So if you are an Internet marketer, become familiar with the Baby Boomer generation asap. They will hold the spending power for many years to come.