Another law firm that has successfully targeted the senior citizen market is The Harris Family Law Group, and theyre doing it with a very clever approach: By covering all of the familys legal needs under one roof. Even back in 2017,Pew Researchreported that 65% of those aged 50-64 and 41% of 65+ were active on Facebook. In todays world most see social media as a platform for millennials, influencers, parent bloggers and so much more, yet seem to forget about senior citizens. According to Ravi Davda, CEO of Rockstar Marketing, When it comes to email marketing to seniors, its important to remember that seniors often have higher disposable income than others. I get up in the morning and get on YouTube. This rousing endorsement didnt come from a Gen Zer. However, marketing teams need to target more than older audience influencers to maximize this. Published by Alpha Brand Media. Use Testimonials and Word of Mouth. What is not said explicitly in the video is that Mr. Knight is in his 80s. Another is that a lot of people whose birth dates might qualify them for the demographic dont like to think of themselves as old, or dont recognize themselves in the version of old presented in a particular ad. Senior Citizen Spending Power The senior population is growing in both size and spending power, with the number of older adults going up 3.2% every year. All the more reason to engage a mature audience on social media. Los Angeles law firm Silver & Wright, specializing in elder law and Medicare claims, has come up with a unique approach to capture the most senior citizens as possible by going after those that have moneythe wealthy! Use the rich set of intent signals available on YouTube (in-market, newly retired, similar audiences, location) to reach your most valuable consumers at scale. 1. In fact, theres even senior growth across social media, including Pinterest, leading searches such as nomad normal.. Promote your companys values so customers can identify with themIf you want to stand out from the competition then make sure that your company is known for something. To reach a rapidly expanding demographic, companies are changing their tone. The company came up with a new way to reinforce its anti-aging product line by targeting seniors specifically, even offering makeup and skin care lines for this age group. Trust is something that is important to sales and marketing with a target prospect of any age, but it is especially important for seniors. 6 Ways To Target Seniors More Effectively In Digital Marketing Are you missing out on valuable opportunities to engage Boomers and other seniors online? With 87% of seniors using social media and 94% accessing the internet daily, incorporating digital channels into the mix is a near necessity for Medicare marketers. There are many time-saving concepts (consider online banking) that can positively assist and impact the 60+ demographic more than other age groups. Stay in touch with customers even after theyve made a purchase. What used to work for them no longer does, and they are often looking for new and innovative ways to connect with the world around them. When writing email content for seniors, its important to keep things focused and relevant. So, its best to use images sparingly and focus on using quality written content. Older people make up an incredibly . Facebook surpassed every other medium in lead cost and volume. Digital Marketing for Senior Living: Conversions, Not Traffic Don't be distracted by website traffic. This isnt to say technology should be dismissed as a way of interfacing with seniors, but its important to understand how to connect with an older audience without relying solely on technology to drive conversions. Its bad marketing to assume that senior citizens have issues with technologythey actually spend more time online than millennials, and they represent almost a third of all social media users. In fact, Baby Boomers hold almost 9x more wealth compared to Millennials and make 20% more online purchases. They want to stay active and engaged, and theyre looking for products and services that will help them do just that. They also have a very user-friendly interface that makes the entire process seamless and uncomplicated. Rhett: There's a trend right now with nostalgia. Marketing Strategies. Some of the most successful marketing campaigns that specifically targeted senior citizens include the following: Loreals expansion into the senior citizen market. Im a YouTube fanatic. In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses -- and careers. 4. Value added pieces can be offered in direct mail pieces or online. Image selection is a very important factor when. Seniors respond well to retargeting. Giant Partners1461 Lawrence Dr. 2nd Floor Digital platforms play a big role in our lives, and there are always new possibilities that come along. In their book No B.S. An ad that acknowledges this bodily reality, rather than just showing an older model, she said, is in some ways more revolutionary., The CruzrOne, with its marketing campaigns focus on pace rather than age, is another such example. One of the best ways to connect with customers is by making them feel closer to the product. How TAPinto Supports Local News and Businesses Through Digital Marketing. While the reliance on mobile technology reduces with the audiences targeted age (primarily those over 65), mobile phones, tablets, computers, and other technology are still high and growing every year. The answer is quite simple. Guide to Marketing to Leading-Edge Boomers and Seniors, marketing experts Dan S. Kennedy and Chip Kessler offer small-business owners a handy guide to targeting the leading . And since businesses still have to make a profit by offering affordable prices, they need to develop incentives for using coupons; and be aware that price isnt the most important thing for this demographic segment. COVID-19 accelerated consumers adoption of digital channels, and we expect this trend to continue.. Younger people are savvier with digital applications, social media, internet usage, etc. Everything from onboarding to check out should be uncomplicated and easy to use. Here, youll learn some best practices and methods to market to seniors. The senior citizen segment is made up of over 50 million people in the US alone. 3 Google/Known, U.S., Digital Seniors, n=4,415 A55+, 2020. Its important to understand how these factors might impact your strategy, such as where or when to advertise, which media channel to use and more. If you follow these tips then you should be well on your way to success with marketing and selling to the senior crowd! In short, senior citizens have 5x the net worth of the average American. Businesses need to create products that help seniors maintain their independence and offer them convenience items like pre-packaged food, light meal options, appliances with large buttons and handles built for older people, and extra features like remote controls made especially for senior citizens. According to Helga Dosa, Head of Marketing | Brand Rated, Use easy to read fonts, seniors often have vision problems, so its important to use fonts that are easy on the eyes. This is because some seniors may not be able to see them clearly, or may not be able to load them at all. Include lots of images in your articles. But they also have the foresight to understand when something will make their experience more enjoyable. As of April, U.S. households headed by people 55 or older held $92.3 trillion, or 69 percent of the country's total wealth, according to Lowell Ricketts, a data scientist at the Institute for. It will keep your messages in front of them wherever they go,. , senior citizens can redeem their exclusive offers seamlessly. The team over here at SheerID understands that marketers are looking for ways to break into crowded markets and find new customers. A product can be sold to anybody if the marketer can figure out why they would want it. On top of that, people older than 65 spend an average of. It just adds another reason why someone should buy from your company! Marketing to Seniors in 2023 - America's #1 Data Driven Marketing Agency Marketing to Seniors in 2023 There are many reasons why marketing to seniors is important. Again, seniors may have vision problems, so its important to use large, easy-to-read fonts in your emails. Define and implement Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies. Because the people in this demographic are often forgotten and neglected when it comes to advertising and marketing campaigns. October 8, 2020 Digital Marketing, Marketing Digital marketing is sometimes seen as the "younger" alternative to traditional marketing, so it's overlooked as a way to engage the older generations. A well-rounded marketing campaign that includes digital as well as print, radio, and TV will reach more of the right people. Keep that in mind when selecting images to accompany any content. It partnered with SheerID to add instant age verification services that could confirm senior status with minimal personal information. Read about our new MACH Alliance membership as the organization's first identity verification platform. Arts and crafts retailer Michaels had a longstanding in-store senior discount of 15%, but when they moved into the ecommerce realm, they reassessed their discounting strategy. The website also includes a landing page devoted to diversity that discusses, among other topics, their mission to make all ages feel welcome. Seniors are the most active market segment on social media, with more than 70% of them have accounts on Facebook. The idea is to market not to a name and not to an age, but to the stage of life or vibrancy.. Dont try to hide details and dont make it hard for them to get in touch with you for help when they need it! 1. A lot has changed since we first covered this topic, but the value of marketing to seniors has not! It came up on the center of my screen. But its sometimes easy for a youth-obsessed industry to fall back on demographic stereotypes or to assume that those over 55 havent evolved their media habits. Or, maybe you can team up with other businesses in your area who promote similar values that are well liked by seniors like donating time or money to schools or charities. On top of this, there are a number of other important factors when building out a marketing campaign targeting senior citizens: When developing your programs, keep the user experience simple and straightforward, as you would with any task you ask your buyers to perform. Facebook marketing is trending because it works. This cheat sheet is a handy checklist that makes it easy to get started. Marketing to them shouldnt be a passing thoughtit should be considered for every major campaign. It came from Joan,1 a 64-year-old who participated in research we conducted last year into the digital habits of older adults. Older people are much more wary than other demographic groups when it comes to websites, especially those that ask for credit card information or charge outrageous fees. Data gathered directly from consumers allows retailers to understand them on a deeper level, including such aspects of their identity as their life stage, the social or workgroups they belong to and their professions. I had my first telemedicine call with my doctor [and] it was wonderful, said Wendy, 66. A video of a DJ-ing grandpa, which you can view below. Because the people in this demographic are often forgotten and neglected when it comes to advertising and marketing campaigns. In order to successfully market to seniors, businesses need to understand their needs and wants; and how these aspects are different from what younger consumers expect. But the real power of Facebook marketing for seniors is its ability to reach a large audience with targeted messages. Researchers have found that 31% more people will believe in a drug advertisement if they see a chart, rather than only a description. Create unique videos for your senior audience and make sure content is clear and easy to read. Well also dispel some outdated generalizations that may be impacting the methodology behind your current marketing strategy. Video can take on more of the heavy lifting when it comes to senior marketing activities. Plus, governments from California to China are cracking down on data collection without consumer consent. The website also includes a. that discusses, among other topics, their mission to make all ages feel welcome. As marketers, this increases the emphasis of marketing directly to the consumer (and prioritizing the end person over the influencer). When you return the focus to what the targeted audience is looking for, it is easier to effectively reach those audiences. With Facebook marketing, you can target your ads to people who live in a certain zip code, who are 65 years or older, and who have expressed an interest in retirement living. By Erika Wheless. Many senior citizens use the Internet as their primary means of comparison shopping. Facebook gives its users a rich feature set for communicating with others, and directly allows people to connect with old friends and family. A mature audience is more likely to be influenced by strong, straightforward messaging. Many seniors in the twenty-first century are more computer literate than others. Businesses need to be aware that because of increased longevity (82% live independently at home) baby boomers will spend more money on products and services designed to keep them healthy. In order to increase their online security, Bank of America created a special guide that explains to seniors how they can protect themselves the easiest way possible (for example: enabling firewalls and changing passwords) without getting overwhelming information about it all. So, the brand moved its offers online and connected them to its loyalty program, Michaels Rewards. campaigns are aimed at specific demographics like seniors over the age of 50 because there are more than 50 million people who fall in this demographic group! The various topics include but arent limited to: getting started, e-mail basics, Facebook and blogs, newspaper reading online and more! Check out these proven digital marketing tactics. Subscribe to our blog for the latest identity marketing resources, tips, and news. It is also important to understand the various factors that may affect this group of people: they need different information about health issues or home improvement projects for safety reasons. Similarly to pre-retirees, this segment encompasses age groups above the standard retirement age who are still working. A well-rounded marketing campaign that includes digital as well as print, radio, and TV will reach more of the right people. Email marketing can help you reach out to seniors in a way that is both personal and relevant, helping them feel engaged with your brand. Some people think that this demographic is going to save society from being stuck in time and help bring about positive changes for our nation and all those in it. The first thing you should know about marketing to seniors is that they have different motivations and their decision making process may be different. But despite this being the wealthiest age group, many marketers are missing out on marketing to seniors. Smart marketers know about the spending power of boomers and that the leading edge of Gen X is now hitting 55. Seniors are twice as likely to use the Internet regularly compared with any other age bracket. Service is also very important because they want to know that when they have a problem with the product or service, theyll be taken care of. In 2022, 4 out of 5 Americans over the age of 60 own smartphones. The large and rapidly expanding demographic has enormous spending power, yet it has historically been treated as a homogeneous group that spends its days either in the louche leisure of a Viagra ad or the frail dependence of a Life Alert spot. Digital advertising continues to be an important piece of senior living operators' sales and marketing strategies- but how they are marketing to residents has evolved in 2022. The mature market is more likely to respond to reasons why copywriting. Prioritize high-value audiences, rather than broad ones. Older consumers are the biggest opportunity, and the fastest-growing opportunity, said Rob Chess, a lecturer at the Stanford Graduate School of Business. While they had been able to reach potential customers, it was at a cost per lead of over $80. 70% correctly identify advertising on Google. Inundating older customers with words such as senior citizen and elderly can be detrimental to your marketing strategy. According to Statista, 21 percent of Facebook users in the U.S. are 65 years of age or older. After all, the more you know about a demographic group, the easier it will be to sell them on your products! This piece originally appeared as a Digital Commerce 360 piece. The baby boomer generation, who are in their mid-60s and above, is growing quickly and making up an increasing share of the population. Seniors are one of the most important target markets for email marketers. The added incentive is that 90% of senior people will keep you as their digital go-to, providing you help them with their informational needs first. Its important to reach all generations in your marketing strategy and modify your message to each audience based on each campaigns chosen social media platform and intended audience. Simple opportunities are waiting for marketers, such as maximizing the marketing calendar; on August 25, for example, its Senior Citizens Day the perfect time to reach your older audience. It's a vast frontier, full of opportunities for businesses to reach their target audience in new and innovative ways. However, its not a simple task. Seniors enjoy being active, taking interesting vacations, doing all the things they wanted to do, or did do, when they were younger. Seniors also want new products that are different from what is popular among the younger generations such as action movies and music. Consider the language used when reaching an older audience. according to the Population Reference Bureau. Once they feel they are heard and valued by the company, they are motivated more to share that experience and repeat it. What does successful marketing to senior campaigns look like? This makes them a key target demographic for businesses to hit. Best Practices for Reaching Senior Citizens. A SheerID specialist will be reaching out soonwe cant wait to chat with you! A good rule of thumb is that most people see themselves about 5-10 years younger than they are. Marketing to them shouldnt be a passing thoughtit should be considered for every major campaign. Businesses can reach out to this demographic by providing information online about retirement planning resources such as 401(k)s, IRA accounts, annuities or life insuranceespecially since one-third of adults between the ages of 31 and 36 havent saved a penny for retirement. Visuals and short phrases are best for most older people so dont keep them bewildered with too much information at once. I was running, Mr. Knight says dryly in a promotional video, bearing a slightly aggrieved expression. Our instant, configurable eligibility verification service delivers the most robust, authoritative solution in the industry. The senior market is easily identified for marketing purposes. This also means assisting customers in sharing offers through word-of-mouth or social media. As with all email marketing, its important to include a call-to-action in your emails to seniors. Public perception of seniors is that they haven't needed to, or aren't interested in adapting to new technologies such as social media, smartphones, tablets, or online shopping. The senior market is easily identified for marketing purposes. If you are inviting seniors onto the website or into a store for something such as product demonstrations, it will be much easier for them if they can hear about it first especially if they dont know what to expect! , Boomers do not take decisions lightly, despite the fact that they are more receptive to conventional marketing strategies. Seniors. Take your campaign to the next level with the following resources: Its important to rememberthat, for most industries, it is best practice to utilize a combination of online channels to reach your target audience.