Segmenting Baby Boomers: effective messages

While part one of this article examined digital devices and digital channels when targeting Baby Boomers, this article focuses on message execution.

Christopher Benz is the managing director of marketing agency Brave, which has produced broadcast campaign content for brands including the Herald Sun, Mitre 10, Tourism Victoria, Australian Unity, Virgin Australia and Village Cinemas. In his opinion, “While Boomers are surprisingly active online, they don’t fall into the usual mantra that social marketing is for ‘starting a conversation’.

“Our data shows that they are quite happy to read, research and act where necessary without having to ‘join the chat’.”