Even a jaded, grizzled fellow like yours truly is often amazed at the poop on the web, along with what passes as cutting-edge thought. I’m not talking politics here – but marketing advice. I expect silliness on political web sites.
The other day I read rubbish. I won’t be linking, simply quoting. The site/company is all about generational marketing on the web. The quote is from a blog post dated November 8, 2010:
“Despite what you may think, Boomers are not complete digital Luddites. In fact, they are embracing digital social networks with almost one in four younger Boomers active in social networks, up from 15% in 2007. But not just Facebook. They are quickly populating their own corner of the social internet with sites such as Eons, BOOMj.com, Boomster.com and TeeBeeDee.”
No News News. I’ve been exposing the luddite ludicrousness for years:
14 November 2005
My Favorite Cyber-Myth
How I snicker and roll my eyes whenever I read about Baby Boomers fumbling around on computers…
13 January 2006
Baby Boomers Burst Online
For example, she tells a story about her mother-in-law giving the 20 and 30-something youngsters in her family Logitech video WebCams for Christmas, then announcing:
"Now we can all iChat together and see each other wherever we are … Later, I'll show you all how to set it up."
23 February 2009
Snake Oil In Cyberspace
… While it might be tempting to categorize all aging Americans as techno-dinosaurs and Luddites, more than 60 percent of baby boomers are avid consumers of social media like blogs, forums, podcasts and online videos…
Back to that quote:
“… Boomers active in social networks, up from 15% in 2007. But not just Facebook. They are quickly populating their own corner of the social internet with sites such as Eons, BOOMj.com, Boomster.com and TeeBeeDee.”
Poop. Eons is a joke, BOOMJ.com went belly-up over a year ago, and TeeBeeDee’s 2009 demise was well-documented. Dozens of others have come and gone.
I was fiddling around with Alexa and found out that this lowly blog (the one you’re reading now) has a higher traffic rank than general-interest consumer Boomster.com. (Talk about a sad statistic.)
Digging deeper into the generational marketing site, I unearthed a report that was full of useless, goofy psychographics. Baby Boomers were stuffed into categories such as Value Shifters, Worker-Bees, Independent Doers, etc.
From January 2007:
Baby Boomers and The Joy of Tech: Part Two
“Articles (in recent marketing magazines and press releases) inevitably contain the revelation that it is possible to divide older people into strange tribal groups. They are given names like the sophisticated 'Astute Cosmopolitans' and the boring 'Thrifty Traditionalists'. Other than the amusement value, why are consumers … dissected into so many weird sounding segments?” - Dick Stroud
And there are more. I've lost count. It seems that every time a marketing firm decides to specialize in Baby Boomers, we get more "strange tribal groups."
It's quite an odd phenomenon. With tongue firmly in cheek, I warned about this in my book - predicting that eventually they'd come up with 76 million cohorts.
From the book:
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