Digital marketing

6 Ways to Target Seniors More Effectively in Digital Marketing

6 Ways to Target Seniors More Effectively in Digital Marketing

Digital marketing campaigns that neglect their senior audiences can end up missing key opportunities to grow audience and brand engagement.

This can leave seniors with an untapped market in many ways.

In fact, there’s even a growth of seniors on social media, including Pinterest, leading searches like “normal nomad.”

Pinterest’s user base continues to grow and adults are using this platform to shop with a 85% growth These last months.

Are your current campaigns on Pinterest and other social media platforms genuinely reaching an older audience?

If not, that should be an area of ​​interest. The older generations, those aged 50 and over, make up 51% of consumer spending and comprise 45% of all adults.

They spend more money than younger generations, and marketing strategies need to reflect these statistics.

Here, you’ll learn some best practices and methods for marketing to seniors. We’ll also dispel some outdated generalizations that might impact your current marketing strategy methodology.

1. Senior Marketing Is More Than Just Influencer Targeting

It’s true that a lot of influencer opportunities (family members, business acquaintances, local news, offline thought leaders) present an extra layer of marketing potential when it comes to driving results. from senior campaigns.

However, the problem is that the focus should not exclude and move away from the target age group of 60+, but reinforce and support this focus following the improvement.

According to Ofcom’s latest findings in ‘Adult’ Media Usage and Attitudes Report 2020/21′:

55-64 year olds:

  • 86% use a smartphone.
  • 94% use the Internet at home.
  • 70% correctly identify advertising on Google.
  • 73% have a profile on social networks.

From 65+:

  • 55% use a smartphone.
  • 77% use the Internet at home.
  • 58% correctly identify advertising on Google.
  • 59% have a social media profile.

What this tells us, as marketers, is that there is direct access to an older audience through mobile, SMS and smartphone marketing.

The older audience is growing for YouTube Marketing and social media marketing, too.

While reliance on mobile technology decreases with the target age of the audience (primarily over 65), cell phones, tablets, computers and other technologies are still high and increasing every year.

As marketers, this puts more emphasis on direct-to-consumer marketing (and prioritizes the end person over the influencer).

Concretely, this means that AMP Content Alternatives, mobile content mindsetstraditional mobile optimization and associated actions are as effective for senior marketers as they are for other demographics.

2. Older people are more loyal and less likely to explore

Ofcom report stipulate that:

“Although internet users aged 55 and over were the least likely to have a social media profile or use messaging sites or apps, a majority used both, and more than three in four used email. ‘either.”

For marketers, this increases the need to be the first to educate and introduce brands, content and information to seniors first.

The added incentive is that 90% of seniors will keep you as their digital “go to” as long as you help them with their information needs first.

Seniors are ready to learn about brands to stay informed about important new trends.

As you’d expect, there are many ways to achieve this goal, and some of the ones I’ve seen most effective over the years include:

  • Community resources and lifestyle centers.
  • Local and location-based content.
  • Free tools, tips and advice.
  • Increased smooth offline and online user journeys.
  • Digital simplification and better connection between marketing channels.
  • Added focus on discounts and call-to-action (CTA).
  • Increased remarketing on educational and informational content.

3. Experiences matter most

Interestingly, some of the latest search trends, such as content personalizationtailored user journeys and adapting the user experience are among the most likely to impact older audiences.

When you refocus on what targeted audience research, it is easier to effectively reach these audiences.

Older audiences tend to place greater importance on customer service, personal contact, and traditional communication.

Once they feel heard and valued by the company, they are more motivated to share that experience and repeat it.

There are many effective approaches you can add to your marketing campaigns, such as:

  • Bridging the gap between offline and online user journeys. Maintain consistency of easy-to-digest marketing messages with clear steps to follow.
  • Using CTAs such as one-click actions or incentives to call or message.
  • Share feedback from customers who love your brand to build trust.
  • do it benefits and clear messageand the specific action should be kept in mind.

4. Increase investment in the education process

On-site and off-site, through content placement and promotion, older audiences need additional explanation, clarity, and general guidance throughout the information-finding and buying process.

There are many time-saving concepts (think online banking) that can help and positively impact those over 60 more than other age groups.

However, the additional barriers in place (aversion to change, misconceptions about internet safety, desire to have the offline conversation experience) often prevent them from taking action.

The integration of online and offline user journeys helps overcome this problem, as does the increased exposure in traditional offline print, such as:

  • Local newspapers.
  • Household information drops/leaflets.
  • Offline CTAs drive action online and over the phone.

5. Target seniors via YouTube

Videos and YouTube can be great methods for reaching older audiences. google states this:

  • One in three baby boomers say they use YouTube to learn more about a product or service.
  • Like other generations, baby boomers watch TV recaps, highlights, and their favorite shows on YouTube to stay in the know.
  • 68% of baby boomers say they watch YouTube videos for entertainment.

What does this mean for marketing teams?

Video can take on more of the work when it comes to high-level marketing activities.

The use of video content explaining the concepts, demystifying the technology and driving the intended user business change should be a priority.

Through videos, brands can build trust with older audiences, encourage herd mentality, and bridge the gap between offline and online user journeys.

6. Understand generational values

Now more than ever, it’s crucial to understand the values ​​and interests of those you’re marketing to, including seniors.

When marketers take the time to think about what would resonate most with their consumers, it helps build brand trust and engagement.

It’s important to reach all generations in your marketing strategy and modify your message to each audience depending on the social media platform chosen for each campaign and the target audience.

Although it may seem difficult at first, there are commonalities that brands should focus on for their marketing strategy.

Elders hold the same values honesty, authenticity, relationships and hard work like other adults.

These are widely appreciated values ​​that brands can align with and therefore reach a wider audience.

Conclusion

Older generations are using the internet more than ever and present a huge (and relatively untapped) marketing opportunity.

However, marketing teams need to target more than older audience influencers to maximize this.

More than half of adults over 65 with the Internet have a social media profile and more than three-quarters actively use the Internet at home, creating many marketing opportunities.

Social media and YouTube are great ways to connect with potential senior customers and educate them about your brand.

Simple opportunities await marketers, such as maximizing the marketing calendar; August 25, for example, is Senior Citizens Day – the perfect time to reach your older audience.

Older audiences are an untapped and underutilized market that, with a little effort to figure out how to connect with them and tailor the experience to meet their needs, can generate engaged and loyal consumers.

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