This article discusses the lack of attention devoted to the baby boomer generation from big company advertisements. While many businesses target the boomers with their marketing, they mostly consist of companies that make senior-related products like medical devices and life insurance.
In addition, the article examines how businesses are now focusing their advertising towards millennials, attempting to catch them early enough to have a lifelong customer. Many large brands, especially technology companies, market digital ads which are not as friendly to an older audience as traditional ads might be. Although these brands are competing to be in style by marketing to millennials, while doing so, they are overlooking a very large portion of our country’s population: baby boomers. As a millennial, I believe it is vital to focus a brand’s marketing towards the younger generation, while being certain to not forget about the older. It is true that a company can build customer loyalty from an early age and keep that customer throughout their lifetime, but currently the baby boomers are the generation with the most disposable income and time. In fact, the article points out that the smartest strategy is to not choose one or the other but to market to both. In some cases, one brand may better suit millennials while another brand can be targeted toward boomers. Another technique, dual marketing allows companies to use different brands, videos, and messages to appeal to a specific age group, but most still do not equally distribute their attention. It is clear that technology, automotive, and sports companies do not currently devote enough attention to advertising towards the baby boomers. Businesses are missing the opportunity of capturing a customer with disposable income such as someone who is retired and is ready to spend. If you are interested and would like to read this article, please click here. Author - Tyler Tallos
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