• by Nancy Shonka Padberg , May 20, 2013

Baby Boomers, aged 48-66, hold 70% of the U.S. wealth. They drove the growth of Facebook and now mobile. They are online, they have life-changing needs and passions and money to spend. They have embraced technology and the Internet. They are spending 40 hours per month online. 

How should brands effectively target Baby Boomers and engage them online?

• Understand the Boomer's demanding life
• Demonstrate how the product or service enhances their life
• Create an engaging offer with inspiring creative around relevant content
• Build a custom landing page with clear direction or offer
• Brand the product over a period of time before asking for the order

What do Baby Boomers do online 40 + hours per month? 

• Send emails
• Visit passion sites like gardening, grand-parenting, quilting, automotive 
• Research where to retire
• Research caregiver information for their parents 
• Research their next vacation

Forrester Research says Boomers spend more time and more money online each month (an estimated $650) than Gen X ($581) or Gen Y ($429). Generally, Baby Boomers are time-starved because of work, family, care giving, planning, social calendar, volunteer and various community leadership positions. The Internet is their new friend. 

It’s important to have your banner ads around relevant content, to the right target audience and include social media on the sites -- resulting in higher conversion rates. You will need a content strategy and editorial calendar to make this effective and efficient. 

 What are Baby Boomer’s Purchasing? 

• Autos (65% of all new autos)
• Gardening materials (#1 hobby)
• Luxury travel and vacation homes
• Pharmaceutical and technology
• 94 % of all CPG categories

Media buyers, the numbers don’t lie. In fact, did you know the Baby Boomer parent also pays for 35% of Millennials’ cell phone bills? When you have 78 million people in the U.S. controlling a majority of the wealth and who are technology savvy, where would you put your brand that gives you dashboards and metrics to reach them effectively?