Those folks born between 1946 and 1964, characteristically known as baby-boomers, have for many years been an important demographic to market to in a traditional sense but perhaps have not been “top of mind” as it pertains to their on-line purchasing habits. Media Post Communications’ “Research Brief” quotes Dr. Bob Jordan, President of International Demographics as saying, “this group is very rapidly embracing the Internet as a shopping medium."

The numbers of those who made at least one purchase on the Internet during the previous twelve months has grown from 50.2% in 2004 to a most recent survey of 65.6%. And evidently it appears they also have the economic muscle to back it up as the current number of corresponding households with incomes of $75,000 or more has grown to 62.4% from 57.5% in 2004. It’s not Legend of Zelda video games that will appeal, nor are they likely to be strong users of Facebook, but you’re missing an important buying block if you don’t consider these “aging” consumers. Try these suggestions:

• If you’re blogging to this demographic, make sure you are referencing or quoting experts or testimonials. You absolutely need to be trustworthy and credible.
• Be careful about using language that this group may have trouble understanding and relating to. If you’re using “videohaze” to explain the state of being after 3 or more hours of You Tube, or “hamburger helper” to describe the street name for black-market Viagra or Cialis, or even “bromance” to illustrate the love two bros share for one another, you may find your message falling on deaf ears.
• Emphasize the high quality and exceptional value of your product by equating it with luxury or elegance. They deserve to splurge on themselves. They’ve gotten rid of the kids and this is their time.
• Finally, after you’ve gotten their attention and they have clicked on your URL, make it really simple to find the information they are looking for. You know, K.I.S.S.

David Soxman joined BIGSHOT with a motivation to work for a small firm where he could make a difference on the agency side of marketing, helping business owners and managers grow. Learn more about David.

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