In the world of digital marketing , it seems like we spend our lives talking about millennials or even Generation Z. But perhaps there is one sector that we are forgetting about that still has a lot to say: older people.
Digital marketing for older generations offers a ton of opportunities to explore. But what do they want and how can we connect with them? If you want to find out, keep reading!
Do you want to know the
TOP 50 marketing strategies to launch your product ? Click here and download our free ebook (updated edition for 2022).
Digital Marketing for Older Generations: Keys and Strategies to Attract Them
Who are seniors 4.0 and why should
The term “senior 4.0” refers to senior citizens, whose numbers are increasing as baby boomers turn 65. Within this broad group, we can segment different subgroups :
Retirees . From the age of 65, when people stop working and start living off a fixed income, a new stage of consumption begins in which leisure time is very important .
Late retirees
This segment includes people over 65 years of age who are still Asia Mobile Number List and therefore have different needs and aspirations than retirees.
Grandparents and relatives
This segmentation makes a lot of sense when we think about products that are not aimed directly at them, but are intended to be purchased by grandchildren and other young relatives.
For digital marketing experts, this sector represents a very interesting opportunity for multiple reasons:
Older generations make up a large percentage of the population . In Spain alone, this segment has 17 million people, so it is a target that we cannot ignore. And what’s more, it is a growing segment: according to estimates, seniors will be the largest age group in Europe, representing 30% of the population.
They have a good purchasing power
12% more than the general population. This is Job Function Library they have already finished paying off major expenses, such as the mortgage, and have greater freedom to consume.
They remain active and interested in their surroundings . For many, the best time begins after 50.
To better understand this sector
They are big consumers of content . According to a study by BuzzStream and Fracti, baby boomers consume more content than millennials and Generation X. In fact, 25% of seniors consume more than 20 hours of online content per week, making them an ideal audience for content marketing campaigns .
They value customer service a lot
Older generations are used to dealing with a salesperson one-on-one and expect the same from online marketing. That’s why they value brands that make an effort to offer personalized attention and answer all their questions.
How to reach older generations with your digital marketing
Simplify . Seniors have no problem learning new technologies, but they haven’t grown up with them. So rather than trying to design novel interactions, you need to focus on straightforward, easy-to-use user experiences. In particular, the purchasing process needs to be made crystal clear from the start.
