Marketing to Baby Boomers for Death Care Providers

6,908
-1

Published on

Baby Boomer Online Demographics, Internet Usage & Digital Marketing Opportunities. Presentation presented on webinar hosted by Kates-Boylston Publications for Death Care Professionals.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
6,908
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing to Baby Boomers for Death Care Providers

  1. 1. Marketing to BoomersBoomer Demographics, Internet Usage & Digital Marketing Opportunities by Digital PR & Interactive Marketing Consultant Mayra Ruiz-McPherson of Ruiz McPherson Communications, LLC
  2. 2. Boomer Demographic OverviewOlder Boomers Younger Boomers(born from circa 1946 to 1955) (born from circa 1956 to 1964)
  3. 3. MEET MY BOOMERS! Ramon, 1946 Fred, 1955 Alex, 1949 Maria, 1956David, Ines, 1951 Sly, 1960
  4. 4. 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
  5. 5. Alex, 1949• Undergraduate• No online activity, ever
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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.
  12. 12. Generations Online2010 SummaryThe chart to the right shows thepopularity of internet activities amonginternet 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
  13. 13. Boomer Internet Use Intensifies2000 2002• 24% online average per day • 34% say it would be "very hard"• 5% online several times a day to give up internet• 20% go online from time to time • 33% say "very hard" to give up just for fun their cell phone2008 2010• 42% say it would be "very hard" • 69% online average per day to give up internet • 36% online several times a day• 46% say "very hard" to give up • 47% go online from time to time their cell phone just for fun
  14. 14. Social Networking Usage for 50-64 & 65+ Demographic
  15. 15. 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 generation whose technology habits will remain fixed going forward – Boomers have a dynamic, thoughtful and ever-changing relationship with 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
  16. 16. NOTEWORTHY CONSIDERATIONS Boomer Marketing Fundamentals Boomer Marketing Online
  17. 17. 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
  18. 18. Boomer Marketing Online• Identify your ‘micro-segment’ online Not online Below average Moderate Above average Hyper online online usage online usage online usage usage• 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
  19. 19. “Piggybacking” OnlineOTHER INTERNET USERS CAN HELPTO “CARRY” YOUR MESSAGE FORWARDBoomers who ARE onlineMedia, reporters, bloggersCommunity groups & membersServices & retailersInterested third parties
  20. 20. Online: Lowest Common Denominator• Identify ways to maximize the lowest common denominator Not online Below average Moderate Above average Hyper online online usage online usage online usage usage
  21. 21. MAYRA RUIZ-MCPHERSON Digital Marketing StrategistWEB TECHNOLOGIES & CAPABILITIES WEB DESIGN & CREATIVE SERVICES MARKETING, PR, SOCIAL MEDIAWeb Programming & Site Maintenance Custom Interface Design, Usability Digital Marketing Strategy & ConsultationDatabase Development, Consulting WordPress Blogs & Customization PR 2.0, Press Releases, Publicity OutreachSocial Media Integration & Technology HTML, CSS templates, Usability, Wireframes Social Media Engagement & InfluenceCustom Application Development Designs for Digital Downloads, PDFs, eBooks Mobile Marketing Strategy & ExecutionContent Management Systems Email Newsletter & Advertising Design Content Development & StrategyWeb Development Strategy & Consulting Branding, Identity & Presentation Design Blogging, Ghost blogging + Blogger RelationsMobile Apps for iPhone, BlackBerry, More Video Editing, DVDs, Multimedia Email Marketing, Campaign DevelopmentShopping Carts & Electronic Commerce Creative Direction and Consulting Advertising & Media PlacementCloud Computing & Hosting Custom Illustration & Artwork Search Engine Optimization RUIZ MCPHERSON COMMUNICATIONS, LLC | 13800 COPPERMINE ROAD, SUITE 350 | HERNDON, VA 20171 | @ruizmcpherson | @mayraruiz www.ruizmcpherson.com | facebook.com/RuizMcPherson | 703.798.2619 | mayra@ruizmcpherson.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×