Advice is good – correct advice is even better

A bit of Boomer marketing insight, from an outfit called SmartSolutionPartners, appeared this week in some blogs and news aggregators.

The article was all about ways ot improve online marketing. A subject worthy of attention.

A couple of the recommendations are at best misleading at worst plain wrong.

Segmentation should begin by distinguishing between leading edge Boomers, born between 1946 and 1955, and trailing edge Boomers, born between 1956 and 1964.

This implies there is a discernable difference in the online behaviour of somebody aged between 51-60 and 42-50.

Nope – there is not. Post-65 Internet usage declines but before then age is not the determining factor. Education and lifestyle is what makes a difference. If anybody can show me evidence to the contrary then I will happily publish it.

The article then went on to talk about the best way of using banner ads for the 50-plus. Amazingly, there was no discussion of search (either purchased keywords or search optimisation).

Our research shows that search is up to 10 times more effective than banner advertising.

It is great to see more people offering advice about Boomer (50-plus) marketing. It is even more gratifying when the advice is correct. On that happy note – Have a good Xmas. Dick Stroud