Advertisements and marketing strategies during the good old days do not stray too far away from those of today’s digital age — attention-seeking  visuals, smart taglines, and the brand’s messages being sent across different media platforms such as print (newspapers, flyers, brochures, catalogues, magazines) and broadcast (television and radio). Only until the early 2000s, we have seen the proliferation of social media which started in the form of blog communities and advanced to short-form, interactive contents today.

But with the rise of all these digital platforms, did the Gen Xers and Baby Boomers leave the picture? Absolutely not! The Filipino culture of respecting the older adults shows through how they use social media today. If they do not understand a feature on their new smart phone or gadget; if they do not know how to navigate through a website; if they do not understand how a certain social media platform works, their children and grandchildren are there to help them. Thus, they already know how to go on their own in the digital realm! No wonder that we see both of these generations in the different digital platforms, too — whether it be in the Facebook or Instagram Reels or TikTok.

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Myths About the Gen Xers and Baby Boomers

We have too many notions about the generation of the Gen Xers and Baby Boomers, but do we really know their behaviors and personality? Listed here are the myths about them that need to be broken in our mindset to understand them better:

1. Use bigger typefaces in the visuals when sharing your message.
Using bigger typefaces may be helpful, but with smartphones today, bigger text can be easily implemented by changing it from the general settings of their gadget’s system. It is better to keep your visuals eye-catching, which is applicable for every brand.

2. Use bigger typefaces in the visuals when sharing your message.
Another false mindset is that they spend less time online when, as per the KPMG International report and studies show that the Gen Xers made more online purchases than any other age groups. Since their generations have extra time and money to spare, they enjoy online shopping as the young ones do!

3. Use bigger typefaces in the visuals when sharing your message.
One of the most common myths is that most people think that just because the Gen Xers and Baby Boomers are old for smart technology, they are actually experienced adults who do not normally need help from others! We have to remember that they are grown-ups who can decide for themselves.

As much as possible, let us stop treating the older adults as helpless, needy people, but let us start seeing them as adults who are capable of doing what a normal healthy human being can do in the digital realm. Empathy towards the Gen Xers and Baby Boomers builds up your brand to help understand them better.

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How to Reach the Gen Xers and Baby Boomers Through Digital Marketing

The question then lies to the how — now that we learned that the Gen Xers and Baby Boomers are also traversing the cyber landscape, how will businesses cater to their needs and market to them better? Here are some points to take note of to effectively reach these generations via digital marketing:

1. Use a language and tone that Gen Xers and Baby Boomers can easily understand.
Avoid using jargon or urban language that are widely used on the internet today. They may not understand the acronyms, so it would be best to simplify terms as well as to generalize the tone of your brand’s messages and contents.

2. Make the most out of the different digital platforms and channels, including online shopping platforms.
Since marketing started way back even before digital platforms and channels boomed during the internet age, it is best to utilize different platforms that they are already familiar with such as email newsletters for postal mails, online video ads for television commercials, podcasts and audio streaming for radio ads, and LED video advertisements for billboards. They have access to more online platforms now, but it is still best practice to know which works best for your brand that can target them better.

3. Give the Gen Xers and Baby Boomers incentives and clearer call to action (CTA).
Who doesn’t love discounts and promos, especially on the products and services that would give these markets a better and more relaxing life? Whether you want them to call you, send you a message, or to sign up on your newsletters, it would be great to give them incentives following these CTAs. Make sure that these are clear from your visuals to the overall platform where these will be shown.

4. Be coherent with your brand’s messages.
The Gen Xers and Baby Boomers want to know what they can get from your brand’s services / products. Since they are into a healthier lifestyle and making their lives easier, these aspects should reflect from your brand’s contents more to let them see how they can easily benefit from it.

In Conclusion

Since these generations grew up from the analog and are living through the digital age, it is also best to make use of both traditional and digital marketing strategies in order to make the most out of your campaigns and offers. Let go of the common mistakes and myths that build the image of the older adults but instead, start targeting them more effectively by giving clearer messages on how they can benefit more from your brand’s products and services. Help them by making things easier for them.

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Sevensharp Creatives elevates businesses from different industries to a whole new level! Our team offers 360 digital marketing solutions that includes the current online vital social media platforms, website design and development, software development, search engine marketing, search engine optimization, email and SMS marketing, photo and video shoot and more for small, medium, corporate businesses, and public entities. Get your free consultation with us to jumpstart your digital marketing journey! Contact us at +63 917 146 2603 (Viber, Whatsapp) or email us at hello@sevensharpcreatives.com.