Take a look at the graph pictured here. (Source: AT&T).
Did you find your clients’ age group on the graph? Perhaps you may even have more than one age group that fits your client profile(s).
This graph is a very telling picture of how different age groups process a purchasing decision with the variety of media available.
You will see that Boomers make themselves aware of products and services much differently than Gen Y and Gen X. Gen Y prefers 3rd party websites, Boomers will check with their family and friends, as well as pay attention to mass media (television, radio, print), while Gen Xers prefer print advertising and online directories.
In gathering product or service information, Gen Y and Gen X will use online searches and company websites to get what they are looking for. Not so with Boomers, they gather their information mainly through print.
This type of information is critically important and should be used to determine just where you put your marketing messages. If the age demographic of your clientele is folks in their 60’s, spending $20,000 developing the latest and greatest website probably won’t yield great results for you, at least not anytime soon. Making sure your messages are in the right place where your client is looking, could mean the difference between a successful marketing campaign and one that just drains your bank account.