Best Ways to Message Generations, From Baby Boomers to Gen Z
The intent of a medium, or the purpose it serves for the prospect, varies by generation, and even within certain segments of a generation. For leading-edge Boomers (born from 1946 to 1955), one of the primary uses of the Internet is for information. For many of these Boomers, they were the first in their families to graduate from college. They will often use the Internet as their initial source of information before they contact a company directly. Why? They feel the need to be educated about something before they speak. To them, knowledge is power. What that means to you as a marketer is that both your search program and content had better be up to speed to meet the demands of this generation. They want relevant content that’s an easy click away.
Along with the even more digitally savvy and younger “trailing-edge” Boomers, there are leading-edge Boomers who want to use their smartphones to access information on mobile-ready sites, as well as send and receive emails and texts as optional modes of communication. Texting is often not on the radar of marketers when it comes to this older generation. However, many Boomers are comfortable both receiving and sending texts, having been forced into learning to text by their children and grandchildren. It was either learn to text or never hear from them. Offering texting as an optional way to receive messaging demonstrates that your company truly understands this segment of the mature market.
Facebook managed to push Boomers into using the Internet as a social medium, as well. The result of Boomer use of Facebook is that digital ads on the platform have been wildly successful, even in the over 65 market. Seventy percent of Boomers are active users of Facebook, while their Gen X children follow a close second.