For decades marketers have made it clear that the target of their efforts was the 20- to 40-year-old age group. Demographers have given this group, born between 1980 and 2000, the title, “millennial generation.” On and off the internet, marketing professionals have sometimes seemed obsessed with catering to the tastes of these young people.
On first thought, this makes good sense. In the next two to three years, this group will become the largest adult group in the United States, numbering 73 million persons. These are the people who are most likely to be in the market for automobiles, houses or consumable items of all kinds. All of this is true, but it is older Americans who have the economic power after spending a lifetime accumulating assets. The most powerful economic group is now the famous “baby boomers,” Americans born between 1946 and 1964. They are now in the range of 55 to 74 years old, and they have trillions of dollars in spending power!
In 2107, the USA Today Newspaper wrote this –
“In the first quarter, Americans 55 and older accounted for 41.6% of consumer spending, up from 41.2% late last year. Toss in 53- and 54-year-olds, and the Boomer-and-older set comprise about half of all consumption, according to Visa and Moody’s Analytics.”
Marketing to the boomer generation is complicated by the fact that they are more resistant to traditional advertising than are young people. At the same time, they’re often regarded as being non-users of the internet, social media and technology in general. This is a point at which many branding strategies, SEO techniques and even well-run internet marketing agencies are simply missing out!
Millennials are in the lead when it comes to adopting technology, but older people are definitely online and active. Consider these statistics from a March, 2018 article in Forbes Magazine:
The point should be obvious – marketers, internet marketing agencies and professional SEO services should reach out to the “boomer-consumer” generation using technology. But how?
“Influencer marketing” is a form of marketing which centers on influential people, not the target market as a whole. It identifies the individuals that have credibility with potential customers, and directs marketing efforts around these influencers. Seniors and boomer-consumers are especially receptive to this type of marketing because it involves connecting them to peers or trusted third party experts.
One of Axiom’s clients, OurSeniors.net, is very adept at influencer marketing. In its marketing and service efforts both on line and off, OurSeniors.net has set a goal of service to seniors and their loved ones. One of their most important tools is the OurSeniors.net Senior Transition Pro Team. This group is a network of knowledgeable professionals from many different fields, including law, medicine, real estate and finances. They are “influencers,” whose professional advice is dependable and unbiased.
The Senior Transition Pro Team appears frequently in the OurSeniors.net website, on its Facebook page and throughout its online presence. Because they are trusted, experienced professionals, their presence lends credibility to the website, the organization and their service/marketing effort as a whole.
Think about your own business or service. Who are the local influencers that can help you achieve the digital marketing solutions that you seek? Axiom Administrative Services has the professional skill and small business SEO skills needed to get your web presence the ranking it deserves. We will look for the influencers you need on the web. Our business marketing team can combine traditional marketing tools like direct mail advertising with local SEO services to build your branding strategy. Please visit Axiom’s small business services page or call Axiom at 800-888-6348.