The COVID-19 pandemic has brought about a digital revolution that’s a blessing for most but a curse for some. Among the few deprived ones are Ba

The COVID-19 pandemic has brought about a digital revolution that’s a blessing for most but a curse for some. Among the few deprived ones are Baby Boomers.

Ever see how an old professor struggles to understand how to conduct an online session on Zoom? Or an old parent trying to figure out how online banking works?

That's mainly because adapting to sudden changes is not their cup of tea. This generation of people is not as tech-savvy as millennials. This is as much a challenge for them as it is for online businesses, who have no other route than to advertise online. Marketing to Boomer buyers is an entirely different ballgame. If you want to attract Boomers, let's get some facts straight.

Who are Baby Boomers?

Born between 1943 and 1960, in the post-Partition world, the Baby Boomers had their coming-of-age long before the millennium. Among other virtues, they're flag bearers of patriotism, rightist beliefs, and socio-cultural values of their glorious past.

Employed mostly in civil bureaucracy and state institutes, the Boomers have mostly stayed loyal to one organization for their entire work tenure. These organizations had little to do with innovation and everything to do with traditions, and those were the values that their employees inherited.

From manual bookkeeping to bureaucratic processes, the way of life then was vastly different from the digital world that we’re now living in – which explains why boomers struggle with change. To attract target Boomer buyers, you need to focus on:

Personal Engagement

Digital evolutions have transformed commerce. While it has made many things accessible for the new generations, the older ones are getting the short end of the stick. New mobile applications, innovative interfaces, and faster services have collectively made Boomers feel alienated. They're beginning to feel irrelevant and outdated because every new product that's launched in the market caters to the needs of a younger generation.

But businesses selling medical supplies, surgical accessories, and disability-support appliances still need to address the aging population's needs. The best way to attract the audience is to maximize personal engagement.

84 percent of Boomers prefer to buy in-store, but since physical proximity is dangerous, businesses need to offer them the closest alternative to that. This includes video marketing that helps the buyers understand how to use products, proactive customer service, and lenient exchange and return policies.

Simplicity

You can easily win Boomers over with an immersive buying experience. They like to keep things simple, organized, easy to find, and user-friendly. They will not fall for new digital services as long as the current one is fulfilling their basic requirements. 

If they have to switch to online buying, they'd prefer going to a website that is easy to navigate and not saturated with text. If they're able to land on search results after entering the first keyword that comes to mind, your business has successfully secured Boomer buyers.

When it comes to creating online content, comprehending hashtags or trendy acronyms can be a deterrent. Keep it readable and age-appropriate, and you're good to go. 

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