Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Advertising archives : September 26, 2012
Why brands need to think outside the Boomer box
New data out from Nielsen NeuroFocus indicates typical targeting methods may not be working when it comes to brands trying to reach the Boomer demographic. In fact, the data shows reaching these mature consumers takes more balanced and attentive marketing campaigns.
For example, studies show mature brains are more emotionally balanced - this means ads targeted on an emotional basis may not have the impact on Boomers'. Instead, brands should focus ads on the benefits of a product or service - how that product will improve something for the user - rather than what could be lost if a product isn't used.
"Although mature brains occasionally struggle with recalling information at the tip of their tongues, they actually have broader attention spans than that of their younger counterparts, allowing them to absorb more nuanced messaging. Marketers can help the Boomer brain by creating mnemonic triggers for their brand or product to make them easier to recall," writes the company.
Another finding: younger consumers and older consumers process information differently. While Boomers may be rapidly adopting tablets - just as their younger counterparts are - ads with too much 'stuff' or rapid scene changes are too busy/cluttered to be effective. While rapidly changing images can work to engage younger consumers, older consumers will tune this type of information out.
Why does this matter? According to research Boomers will spend about $7 billion in 2012 - knowing how they process information and advertising is key in how brands will fare. The right targeting, the right messaging, according to Nielsen NeuroFocus, is an important as how that messaging and targeting is relayed.
Tags: ad targeting, baby boomers, ecommerce trends, Nielsen NeuroFocus
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- Studies ID risks, impact of remote work
- What are the differences between social media platforms?
- Expert: How Covid-19 will impact merchants in 2021
- Expert: How a newsletter could change your business
- Reports underline changes in how people now shop
- Study: Customer ID a problem for brands, publishers
- How to Optimize WooCommerce for Higher Conversion Rates
- Report: US imports up 8% for 2020