When it comes to digital marketing, older age groups often take a secondary seat to young, tech-savvy millennials. According to a recent Pew’s Internet and American Life Project report, older age groups, especially the baby boomers, have been catching up to younger generations’ use of technology. While a great deal of effort has been placed to market towards younger age groups, many marketers have come to understand that focusing on older generations is just as valuable for many companies who may have overlooked that market.
It’s no surprise that many marketers choose to focus on attracting a younger audience, as younger people in our society have proven to be great customers, however, targeting an older audience can add value to your company because of their investment. While millennials make great consumers, many of their investments are based on what’s trending at the moment or being the first in the know. If an older demographic likes the product or service at its value, they’re more inclined to be invested in the long run, rather than based on trends or what’s of interest at the time.