How to target seniors more effectively in digital marketing

If you neglect your senior audience, you may miss out on crucial opportunities for expanding the brand’s audience.

The market for older adults can be untapped in many ways.

There’s even a senior growth on social media, including Pinterest. Leading searches include ” nomad standard.”

Pinterest’s user base is growing, with a growth of 85% over the last few months.

Are you reaching older audiences with your social media campaigns?

This is an area that should be a priority. The older generations (those 50 years and older) account for 51% of consumer spending, including 45% among all adults.

Marketing strategies should be based on this fact. They spend more than younger generations.

You’ll find some tips and tricks to help you market to seniors. We will also dispel outdated generalizations that may impact your marketing strategy.

Senior Marketing is More Than Influencer Targeting

When generating results from senior campaigns, many influencers can be used (family, friends, colleagues, local media, and thought leaders offline).

The issue is not to exclude or move away from this group of 60+-year-olds but rather to enhance and support it.

, ‘Adults Media Use and Attitudes 2020/21 Report’.

of 55-64s

86% of people use a mobile phone.

94% of internet users use it at home.

70% correctly identify Google advertising

73% of respondents have a profile on social media.


55% of people use a mobile phone.

77% of internet users use it at home.

58% correctly identify Google advertising

59% of respondents have a profile on social media.

This tells us, as marketers, that we can reach older audiences directly through mobile, SMS, and smartphone marketing.

The older audience for Youtube and social media marketing is also growing.

Mobile phones, tablets, and computers are all still popular and increasing.

This increases the importance of marketing directly to consumers (and gives the final person priority over the influencer).

This means that AMP alternatives and mobile-first content mindsets are just as effective as they are with other demographics.

Seniors Are Loyal And Less Likely to Explore

The report of Ofcom states:

“Internet users aged 55+ are the least likely to be on social media or use messaging apps or sites, but a majority of them do both, and more than 3 out of 4 have either.

This increases the importance of marketers being the first to educate present content and insights and to senior citizens.

You can also be assured that 90% of seniors will continue to use you as their digital “go-to” if you first help them with informational needs.

Seniors want to know about new trends and brands.

Some of the most effective ways I’ve found over the years to accomplish this goal include:

Resources and hubs for lifestyle and community.

Local and location-based content is biased.

Get free tools, advice, and tips.

Increased seamless online and offline user journeys.

Digital simplification and connecting the dots between marketing channels.

Discount focus and phone calls to action are now included.

Remarketing of educational and informative content.

Experiences are most important.

Some recent search trends have the most significant potential to affect older audiences, including personalization and bespoke user journeys.

It is easier to reach out to those audiences when you focus on what the target audience wants.

Older audiences place a higher value on customer service, contact with the individual, and traditional communications.

They will be more motivated to repeat the experience when they feel heard and valued.

You can use many different approaches to improve your marketing campaigns.

Bridging the gap in user experiences between online and offline. Keep marketing messages consistent and easy to understand with clear steps.

Use CTAs, such as one-click actions and incentivizing callers or messages.

Share feedback from customers that love your brand and build trust.

It is essential to make the message and benefits clear. Also, it is essential to remember the specific actions that should be taken.

Increased Investment in Education

The older audience needs more explanations, clarifications, and general guidance during the information-seeking process.

Many time-saving ideas (such as online banking) can benefit the 60+ age group more than any other demographic.

However, they are often prevented from acting by additional barriers (aversion to changes, misperceptions about internet safety, desire to converse offline).

This issue can be overcome by integrating online and offline user journeys, as well as adding exposure to traditional offline print such as:

Local newspapers

Drops/flyers with household information

Online and telephone actions are driven by offline CTAs.

Target Seniors through YouTube

YouTube videos can be a great way to reach older audiences. Google states as follows:

One-third of Boomers use YouTube to learn more about a particular product or service.

Like other generations, Baby Boomers watch TV highlights, recaps, and their favorite shows to stay informed.

Sixty-eight percent of boomers watch YouTube videos for entertainment.

What does this mean to marketing teams?

When it comes to marketing, video can do more heavy lifting.

Video content should be used to demystify technologies, explain concepts and encourage intended user behavior change.

Brands can bridge the gap between offline and online user journeys by using videos to build trust among older audiences.

Understanding Generational Values

It’s more important than ever to know the values and interests and demographics of your target audience, which includes seniors.

Marketers need to take the time to think about what will resonate with their customers. This helps build trust and engagement.

In your marketing strategy, it’s crucial to include all generations and to modify your message for each audience depending on the social media platform chosen and the intended audience.

There are some things that brands can do to make their marketing strategies more effective.

Seniors share the same value as other adults, such as honesty, authenticity, relationships, and hard work.

Brands can align themselves with these values to reach a wider audience.

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