marketing to baby boomers for death care providers
DESCRIPTION
Baby Boomer Online Demographics, Internet Usage & Digital Marketing Opportunities. Presentation presented on webinar hosted by Kates-Boylston Publications for Death Care Professionals.TRANSCRIPT
Marketing to BoomersBoomer Demographics, Internet Usage
& Digital Marketing Opportunitiesby Digital PR & Interactive Marketing Consultant
Mayra Ruiz-McPhersonof
Ruiz McPherson Communications, LLC
Boomer Demographic Overview
Older Boomers(born from circa 1946 to 1955)
Younger Boomers (born from circa 1956 to 1964)
MEET MY BOOMERS!Ramon, 1946
Alex, 1949David, Ines, 1951
Fred, 1955Maria, 1956
Sly, 1960
Ramon, 1946• Undergraduate degree• Moderately mobile
– Android• Voice mail• Checks email• Sends text messages
• Regularly online– Email
• 3 email accounts
– Social Networks• no
• Newspapers• Not any more
• Commercials/Advertisements– Online: appear to be spam– On television: not as interested
Alex, 1949• Undergraduate• No online activity, ever
Ines, 1951• Some college• Lightly mobile
– Smartphone• Voice mail• Sends text messages
• Online moderately– Email
• 1 email account
– Social Networks• Facebook (passive)
– Online Banking
• Newspapers• Hardly purchases
• Commercials/Advertisements– Online: oblivious– On television: generally receptive
David, 1951• MBA• Very mobile
– BlackBerry• Voice mail• Checks email• Sends text messages
• Regularly online– Email
• 4 email accounts
– Social Networks• Facebook (passive)• LinkedIn (professional)• Read news• Online banking
• Newspapers• Hardly purchases
• Commercials/Advertisements– Online: thinks they are spam– On television: skips, ignores
Fred, 1955• Undergraduate• Hyper Mobile
– Smartphone• Voice mail• Sends text messages• Photo & video sharing• Social networking• Business/work
– Tablet Usage• News, blog consumption• Online banking• Gaming• Music, Podcasts• Shopping• Watch TV
• Social Networking• Facebook (active)• Yelp (online reviews)
• Commercials/Advertisements– Online: do not disturb him– On television: not often
Maria, 1956• Some college• Hyper Mobile
– Smartphone• Voice mail• Sends text messages• Photo & video sharing• Social networking• Business/work
– Tablet Usage• News, blog consumption• Online banking• Gaming• Music, Podcasts• Shopping• Watch TV
• Social Networking• Facebook (active)• Yelp (online reviews)
• Commercials/Advertisements– Online: do not disturb her– On television: very receptive
Sly, 1960• High school graduate• Lightly mobile
– Flip phone• Voice mail
• Regularly online– Email
• 2 email accounts
– Social Networks• Facebook (participative)
– Online polls
• Newspapers• Purchases 1-2x a week
• Commercials/Advertisements– Online: ignore, skip– On television: receptive
Internet Population by Generation• According to Forrester
Research’s annual benchmark tech study:– 46 to 64 year olds now spend more
money on technology than any other age group
– They also continue to be the fastest growing demographic for social media
– Boomers are also quickly catching up to younger generations when it comes to early adoption of new technology.
• Based on Deloitte’s annual media research:– An estimated 66 percent of
Boomers use text messaging to stay in touch. That’s about 20 percent less than younger generations, but well over twice the percentage of the 64-and-older set who text.
The chart to the right shows the popularity of internet activities among internet users in each generation.
Popular Online Activities • Get news• Buy products • Participate in online auctions• Do job-related research• Do quick-info searches • Belong to an online group • Do quick searches about “someone you know or might meet” • Get political information • Check the weather • Do online banking • Make online donations
Generations Online 2010 Summary
Boomer Internet Use Intensifies2000• 24% online average per day• 5% online several times a day• 20% go online from time to time
just for fun
2002• 34% say it would be "very hard"
to give up internet• 33% say "very hard" to give up
their cell phone
2008• 42% say it would be "very hard"
to give up internet• 46% say "very hard" to give up
their cell phone
2010• 69% online average per day• 36% online several times a day• 47% go online from time to time
just for fun
Social Networking Usage for 50-64 & 65+ Demographic
Boomers & Technology• Boomers are ready for more technology
– They’re actually more likely than those 18-49 — by a margin of 59% to 55% — to agree with the statement:“Technology will help me live a fuller life.”
• Boomers’ ideas for new technology center around health, communications and the home– Favorable towards ideas for more home automation
• Boomers still see room for improvement in communications• CONLUSIONS
– It’s a mistake to view the boomers as a generationwhose technology habits will remain fixedgoing forward
– Boomers have a dynamic, thoughtfuland ever-changing relationshipwith new technology
– Boomers view world ahead with great enthusiasm and just a touch of cautionSource: Boomers and Technology: An Extended Conversation ; a study sponsored and prepared by AARP and Microsoft — October 2009
NOTEWORTHY CONSIDERATIONS
Boomer Marketing FundamentalsBoomer Marketing Online
Boomer Marketing Fundamentals• Recognize fragmentation
– Understand the boomer demographic is diverse and fragmented
• Do NOT underestimate value of professional marketing services– Strong branding and identity– Aesthetic image and commercial presentation– Impactful copywriting and messaging
• Effective headlines, catchy titling, strong captions
• ALWAYS add your web site address to all marketing materials– Plan for “site first, call last” behavior
• Typography– Small print loses, big type wins
• Favored message themes– Problem solving– Cost savings
Boomer Marketing Online• Identify your ‘micro-segment’ online
• Digital-social integration– Identify opportunities for extending message, reach– Use as a complement to existing marketing activity to augment outreach
• Beyond the Boomers– Plan for “site first, call last” behavior
Not online Below average online usage
Moderateonline usage
Above average online usage
Hyper online usage
“Piggybacking”Online
OTHER INTERNET USERS CAN HELPTO “CARRY” YOUR MESSAGE FORWARD
Boomers who ARE online
Media, reporters, bloggers
Community groups & members
Services & retailers
Interested third parties
Online: Lowest Common Denominator• Identify ways to maximize the lowest common denominator
Not online Below average online usage
Moderateonline usage
Above average online usage
Hyper online usage
WEB TECHNOLOGIES & CAPABILITIESWeb Programming & Site MaintenanceDatabase Development, ConsultingSocial Media Integration & TechnologyCustom Application DevelopmentContent Management SystemsWeb Development Strategy & ConsultingMobile Apps for iPhone, BlackBerry, MoreShopping Carts & Electronic CommerceCloud Computing & Hosting
WEB DESIGN & CREATIVE SERVICESCustom Interface Design, UsabilityWordPress Blogs & CustomizationHTML, CSS templates, Usability, WireframesDesigns for Digital Downloads, PDFs, eBooksEmail Newsletter & Advertising DesignBranding, Identity & Presentation DesignVideo Editing, DVDs, MultimediaCreative Direction and ConsultingCustom Illustration & Artwork
MARKETING, PR, SOCIAL MEDIA Digital Marketing Strategy & ConsultationPR 2.0, Press Releases, Publicity OutreachSocial Media Engagement & InfluenceMobile Marketing Strategy & ExecutionContent Development & StrategyBlogging, Ghost blogging + Blogger RelationsEmail Marketing, Campaign DevelopmentAdvertising & Media PlacementSearch Engine Optimization
RUIZ MCPHERSON COMMUNICATIONS, LLC | 13800 COPPERMINE ROAD, SUITE 350 | HERNDON, VA 20171 | @ruizmcpherson | @mayraruizwww.ruizmcpherson.com | facebook.com/RuizMcPherson | 703.798.2619 | [email protected]
MAYRA RUIZ-MCPHERSONDigital Marketing Strategist