Get Mobile with Baby Boomers

Is your business marketing to the increasingly mobile baby boomer generation?

If not, you could be missing out on a significant market segment who may just surprise you with how responsive they are to mobile marketing.

As a business owner, you likely know how switched on the younger generations are to all things mobile and smartphone related, but don't overlook the mobile power of the 50+ and 60+ crowds too.

With research by the Nielsen Company showing that consumers aged 45 - 64 are the fastest growing demographic for mobile usage, it's time your business started reaching out to the mobile-loving Baby Boomers.

How can you make the most of the growing mobile demographic among the Boomers, and how can you craft campaigns that get a response?


Use Text Messaging to Put Your Brand at Boomers' Fingertips

As the article "Baby Boomer Time for the Mobile Market" points out, Baby Boomers are used to SMS messaging and feel comfortable using it.

Combine their easy approach to texting with their growing interest in mobile browsing and smartphones, and you have a potent combination that your business can use to grow your Baby Boomer market and increase their spending with you.

Baby Boomers are mobile-savvy and can easily be reached by SMS marketing. SMS messages are your ticket to keeping in touch with your Baby Boomer customers with relevant offers and information.


Pay Attention to What Baby Boomers Are Telling You

If you want to make the most of your Baby Boomer customers, listen to what they tell you both directly and indirectly about the way they use their phones and the kind of information and offers they want to receive from you.

Some of the ways you can learn more about your Baby Boomer customers include:

  • Social media metrics;
  • Customer feedback;
  • Forms and surveys;
  • Email and text message open rates;
  • Link click through rates.


These metrics can let you know which messages are hitting home and getting the kind of response you want, when Boomers are most active online and on their mobile phones, and what kind of information they are looking for.


Offer Quality and Relevance at All Times

Baby Boomers, like all customers, expect a good quality service.

They're not afraid to say no to marketing that doesn't hit the spot, and don't have time for spam or unwanted messages of any kind. 

Make sure every message you send out has a specific purpose, one that you know is relevant to the Baby Boomers' interests.

As well as paying attention to the information listed above, pay attention to which subjects particularly resonate with the Baby Boomer generation.

There are lots of areas that will grab their attention: Healthcare and wellness, travel, the arts and entertainment, banking services, shopping and charitable causes are all frequently of interest to Boomers.


Build Personal Relationship with the Boomer Market

SMS marketing gives you a chance to build a personal relationship with the Boomer market.

Boomers appreciate courtesy, unbeatable customer service, and messages that matter, so make it your aim to deliver those. Craft your marketing messages carefully to speak directly to their concerns and show that your business cares about their needs and worries.

You can also leverage social media.

The Nielsen research shows that as Boomers increasingly embrace mobile, they are spending more time on social media, too.

A combination of SMS marketing and well thought out social media posts will help you build a relationship of trust and honesty with the Baby Boomer generation.

Mobile marketing is definitely not just for the millennial folks.

Reach out to your 50+ customers with value and honesty and watch your business boom.

About the author

Tristan Anwyn writes on a variety of topics including social media, how to build customer relationships, content marketing and how to build long term client relationships in your business.


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