I’m a Boomer. Born in 1955, I’m square in the middle of the Boomer era. Yet, unlike most people my age I spend copious amounts of time online. Not only is it my job, it’s also my passion. (Always good when those two things can go together.) I wish I could say the same for other members of my generation, but, alas, I cannot.

The Web surfing habits of Boomers and over-60s are more “firmly rooted in traditional media than those of their younger counterparts,” reports eMarketer.

What that means is that Boomers and seniors spend most of their time watching TV and reading print media. It is from those sources that they’re often redirected to the Web.

“The study found that 67% of boomers visited sites after seeing ads on TV or in print. Matures, those between 61 and 75, were just as likely to be driven to the Web by print ads and less likely by TV ads.”

The article also suggested that Boomers were the most likely group to choose newspapers, broadcast TV or magazines as their main source of information.

I like to say that traditional advertising is dead, or at least well on its way toward obselesence. Apparently, at least where Boomers and seniors are concerned, that’s not the case.

Joseph Jaffe, author of Join the Conversation, suggests that a possible course of action is to take an integrated approach. He says that TV and the Web are not mutually exclusive entities, but that both offer something of value and can, in fact, be complimentary forms of media.

“In fact, throughout the history of media, no medium has ever replaced its predecessor. What typically does happen is that a new medium (often an improvement on the ones before) finds its particular sweet spot use and takes up this role together with the symphony of existing touch points,” says Jaffe. “Smart marketers (that would be you) have begun to tap into the power of combining media.”

One tactic advertisers might use, according to Jaffe, is to create a call-to-action that leads the viewer/reader/listener to the Web. What can be referred to on TV, for example, can be further and fully explained on a Web site.

If Echo Boomers are your target, the Web is a first course of action with conversational media marketing squarely placed in the middle. If you’re reaching out to Boomers and older, you can’t forsake more traditional forms of advertising (as bad as it hurts me to say that). So, take Jaffe’s advice and integrate the Web into your marketing.

Filed under: Industry News, Marketing Trends