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Curious about the role social networking sites such as Twitter, Facebook and LinkedIn can play in your Boomer marketing programs?  When deciding where to budget your dollars and effort to reach mature consumers, consider the research/statistics.  Also, consider the similarities between the offline and online behavior of Baby Boomers and beyond.  “Businesses and mature consumers often approach challenges and decision-making in a similar fashion – cautiously,” we wrote in our summer newsletter.  As Creating Results works with clients on comprehensive internet marketing strategies, we recommend acting like the Boomers and Silent Generation members we target:  go slowly and be choosy. Over the next few posts, we’ll be sharing stats on how Facebook, LinkedIn, Twitter and/or niche sites are used by mature (40+) consumers, along with some generational marketing insights to help your organization reach its goals. 

PART 1:  SOCIAL NETWORKING USE BY GENERATION 

eMarketer statistics identify which social networking sites are used by Baby Boomers, WWII, and Generations X, Y and Z: Networking Sites Used in US by Generation.eMarketer  (Where are the Silents? Anderson Analytics either lumped the roughly 59 million people born between 1925 and 1942 in with the WWII generation or this cohort is very, very quiet indeed.) The reasons for joining a social network are quite similar across the generations, per eMarketer:

British researchers have theorized that working past retirement age can delay dementia.  The Boston Globe theorizes that this may be a benefit to older Americans forced to continue working.  On one point there is no question: Since the start of the recession, more people nearing or just past retirement age have opted to stay in the workforce. Polina Vlasenko, a researcher…

Kia's marketing team may be aiming their efforts at "young non-conformists" (see coverage in MediaPost and BNET) but their average owner is aged 52.  (One year younger than the industry average and firmly in the Baby Boom generation.) The ad for the Soul is actually a nice example of ageless marketing.  The message of non-conformity and fun speaks to all…

This just in! People of different ages respond differently to advertising! Now that we’ve got your attention … Lightspeed Research and the Internet Advertising Bureau have released the results of a recent survey to see what kind of ads grab attention online. The results show key differences by age group that should guide marketers. As MediaPost summarized, “The survey found…

Who's behind those Foster Grants? Smart marketers who seem to understand that marketing without regard to age is the best marketing. We applaud Foster Grant for their recent selection of Raquel Welch (68) for a new ad campaign. Welch seems a great match for the brand's message: both are sexy, authentic, and timeless.

Resources for marketers looking to connect with the 40+ market, including Baby Boomers and members of the Silent Generation: White Papers and Reports Is your website primed for 50+ visitors? - A website usability guide for satisfying silver surfers. A Focalyst study on Green Marketing - "Green means more than money when targeting Baby Boomers." Webinars What's working (and what's missing the target) with…