Personalized experiences drive engagement
Regardless of channel, Boomers, like other generations, have a desire for personalized experiences. They want relevant content and offers that adequately address their needs — and they’re willing to share data about themselves to receive this personalization. Such personalization stands to be the heart of Relationship Marketing, allowing for a focus on creating long-term customer satisfaction. Therefore, in order for brands to truly make the most of their relationships with Boomers, they must do several key things to keep this generation loyal, interested, and trusting: brands must respect the data privacy of their customers, create worthwhile value exchanges, and prioritize zero-party data strategies. Successful messaging entails collecting, understanding, and activating zero-party data throughout the entire messaging process. With the right tech stack, brands can easily personalize email, helping them build more robust relationships with their customers. Emails should reflect the unique interests of customers and include dynamic content that is simple to navigate.
The concern over data privacy
Importantly, as Boomers become more concerned about data privacy and security, brands are tasked with providing transparency to quell concerns, while simultaneously working to develop efficient marketing strategies. Unfortunately, the privacy consciousness of Boomers makes them cynical about a number of brand interactions. Sizable majorities of Boomers express discomfort with ads based on locational data, voice data, and third-party cookie tracking. This data suggests europe email list the importance for marketers to actively address and respect the privacy concerns of Boomers, best achieved by communicating how their data will be used, respecting boundaries, and providing opt-in/out options whenever possible.
Winning the Boomer generation
The brands committed to fostering better relationships and adding relevance, value and personalization to their messaging are the ones that consumers elevate to preferred status, and are those which are poised to see long-term benefits throughout the customer lifecycle. As the best way to reach this generation, email holds its own as the most scalable and cost-effective channel. However, brands should not neglect the importance of a full-fledged mobile strategy — instead, marketers B2C Lead should think of mobile as a collection of touchpoints, including SMS, MMS, email, website, mobile app, etc., where they can enhance the customer experience and strengthen brand accessibility, no matter the generation.To learn more about consumer trends among different generations and to get the latest consumer attitudes toward messaging and personalization, read Marigold’s full report of the