The US baby boomer population has the same high standards for digital marketing as younger cohorts, and marketers can't afford not to cater to them. eMarketer's Tricia Carr spoke with Sami Hassanyeh, AARP's chief digital officer, about baby boomers' demands across digital channels—from email to voice—and why it's crucial to tailor campaigns to their stage of life. Hassanyeh was interviewed as part of eMarketer's June report, "Younger Baby Boomers as Digital Users: Just How Far Do They Go?"
As marketers look at popular devices like smartphones and smart speakers as a means to reach older demographics, what do they need to consider about those consumers' usage habits?
It comes down to the value and the experience. What task are they trying to complete as a consumer? Can they do it on their smartphone? And is the convenience factor there?
They'll use their smartphone if it helps them solve a problem, and if brands deliver value there. They play games, they look for information and content, they buy AARP membership in large numbers on mobile devices, and they're highly engaged in social media. More than half of the traffic to our digital platforms comes from mobile devices.
The smart speaker is about providing value as well. And it's not just about speakers—voice technology is becoming much more ubiquitous for people 50 and older.