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9 digital marketing strategies to woo baby boomers

Jennifer Lonoff Schiff | Sept. 18, 2014
There are more 77 million baby boomers -- people born between 1946 and 1964 -- in the United States right now. By the end of 2015, Americans 50 and older will represent 45 percent of the population -- and will control approximately 70 percent (some say more) of the wealth.

8. Don't forget "old school" marketing methods. "Social communities like Twitter, Facebook and YouTube are not the best way to reach out to the baby boomer demographic," says Powers. So "we use old school delivery methods like direct mail and print brochures," which are more effective with older boomers.

That said, remember Tip No. 1 and do your research regarding the best channels and methods to reach your target audience before committing thousands of dollars, or human resources, to a particular marketing method that may not be effective.

9. Respect their privacy. When collecting or using data about baby boomers, especially data on individuals, keep in mind that "baby boomers value their privacy," says Aaron Tellier, vice president, Insurance and Wealth Management, Merkle, a customer relationship marketing agency. "So it's important to seek some form of permission before utilizing their information in a way that assumes some level of intimacy," he explains. "A few complaints can easily derail an otherwise well-conceived marketing program."


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