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How to target the baby boomer generation with your online marketing strategy

There’s no such thing as a one size fits all when it comes to online marketing.
This is especially true when it comes to generational marketing.

Baby Boomers & Millennials command different approaches and styles. When it comes to marketing your product or service you need to be flexible and understand the psychology and habits of your audience.

Whether you’re segmenting your audience by generation, gender, income or any other marker it’s integral that your customer feels you’re speaking to them.

Easier said than done, right!

Continue reading if you’re wondering how you can reach Baby Boomers online.

Who Are Baby Boomers?

The Baby Boomers are the generation of people born between 1946 and 1964 and they all sit in the over 50 age group.

They are considered the “me” generation because people born during this time are categorized with having individualist attitudes. They’re considered to be self-centered and looking for self-fulfillment in their lives.

This generation were the first TV generation and they’re also the first generation were divorce was tolerated socially in the west.

Now in the 50 plus age range the Baby Boomers have gone through the throws of getting married, raising children and establishing careers. They are now headed towards becoming grandparents and taking retirement this experience gives them a certain view of the world.

How Do Baby Boomers Use The Internet?

To reach this generation marketers must show through language and appropriate marketing that they understand the Baby Boomer’s worldviews, upbringing and values.

Young marketers often make the mistake of using language that makes people in this generation feel old, and as you can imagine this isn’t the best way to get people inspired by your brand.

You may think that Baby Boomers are old fashioned, computer illiterate or not tech-savy, but boy are you wrong!

Digital and online marketing works just as well for Baby Boomers as it does for younger generations you just have to design your efforts with them in mind, and not their younger counterparts, the Millennials.

It’s widely reported that 85% of Baby Boomers spend time online browsing the Internet, searching for information and shopping online. A study by Pathwwway Gambling showed that 66% of people over the age of 50 in the U.S routinely make purchases from online retailers.

How To Reach Baby Boomers With Online Marketing

Out of the three generations (Baby Boomers, Generation X & Millennials) Baby Boomers currently have the most disposable income and are the demographic with the most buying power. In the U.S they account for nearly half of all retail sales.

This generation is still growing as more people are living longer lives due to better healthcare around the globe. It goes without saying that you should be targeting some of your online marketing towards this group.

When creating your online efforts for this generation there are specific ways in which you can target them. Below are some of the most effective methods for reaching the Baby Boomer generation online.


Although Facebook use is slowing down with Gen Y & Gen Z the opposite is true for the Baby Boomers generation.

Today’s Baby Boomers are more connected than ever before, and the majority of this demographic are actively engaged with Facebook using the platform daily. While other generations are actively engaged on multiple platforms, studies have found that Baby Boomers tend to only use one platform, Facebook.

This is perfect for you if you’re wondering where to start and beginning to develop your online marketing plan to target Baby Boomers.

The Baby Boomers are all in one place and that’s on Facebook, utilizing Facebook in your strategy and campaign is a must.

Targeted and relevant content and ads are a sure-fire way to catch their attention and get them to click through to your businesses website.

Content marketing.

Baby boomers consume a lot of content, in fact they spend more amount of time consuming content online than any other generation.

Reports have shown that this generation demographic is actively consuming content. One study found that 25% spend more than 20 hours per week reading online content.

With those types of numbers it goes without saying, that content marketing is a sound investment when designing your online marketing content for Baby Boomers.

One thing to bear in mind is that 80% of Baby Boomers still prefer desktop computing and rarely use smartphones to consume online content. If you were designing your content marketing for Millennials you would make sure that all your content looks great on mobile, with Baby Boomers this isn’t the case yet.


Blogging is the most popular form of content among all Internet using generations. As you’d expect each generation prefers something slightly different to the other.

Baby Boomers prefer to read high-quality blog articles that are packed with helpful information.

Baby Boomers are often searching for content to help them with a specific problem, so they often rate reviews, books and comments highly.

Although trends in the online marketing world are showing the relevance of longer more in-depth content, surprisingly more than 50 % of Baby Boomers prefer their content to be fewer than three hundred words.


Even with new developments in reaching customers online, email remains one of the best ways to reach the baby boomer generation.

They are avid users of email so running a targeted email campaign is important and integral to your Pathwwway Gambling online marketing strategy. With baby boomers having notoriously high engagement and usage of email, your email campaign will be right up their street.

As a high-spending and web-savvy generation Baby Boomers respond well to email blasts, promotions and sales. Many businesses find that this low cost way of reaching their audience brings tangible results.

Coupon marketing.

Just because we’re talking about online marketing don’t forget about coupons!

Baby Boomers have been brought up in an era when it was important to save money and will value and use discounts and offers you send them.

Given their high engagement rates with email this is the perfect way to disseminate coupons or their modern equivalent discount codes. A smart targeted campaign can see amazing results reaching potential customers in this generation through online marketing.