Marketing to Seniors: Online Versus Offline
There is a new article in Entrepreneur Magazine that shows the senior market is still best reached through ‘traditional’ methods, such as direct mail, word of mouth, and TV/Radio mediums. The article quotes a research study finding that “zero percent of seniors were sourced via online marketing for their purchase”. It goes on to state that online mediums are just not used by seniors to make a purchase or research, that it is more for games and staying in touch with friends and relatives.
While this article showcases how important it is to have both an online and offline presence with your marketing plan, it does not fully take into account the fact that more and more seniors are using the Internet, and many of them are using it for research of products and services. So while many seniors may not hear about your service through online methods, it is still important to have an online presence for when they do go online to research. As a Forbes article highlights, baby boomers may not be early adapters of new technology, but most have had experience using and even developing technology before it became a mainstay of daily life in the 21st century.
If you are looking for the best marketing strategy for your small business, you should consult a professional who will work with you to develop a plan of action that will reach out to your target market with the most effective methods. Using video, search engine optimization, print, television, radio, online, and a variety of mediums are most likely going to be your best resource to increase your marketing power. While you should not rely on a website or social media marketing alone, as with most things in life, a good plan has balance and is reflective to your business’ individual needs.
Thanks for reading. If your small business would like a free marketing consultation, please do contact us. If you are a senior who shops or does research prior to a purchase, or you are an agency who has successfully marketed to seniors via online methods, I would love to hear from you.