There is a lot of material and research on marketing strategy to appeal to the youth, but not nearly enough to cater to the older members of our society. 

This reflects a presumption that older members of a potential clientele cannot be targeted through digital marketing. 

Internet Usage by Seniors

While it is absolutely true that Millennials and Gen Z are the two groups that use the internet and digital media the most, Gen X and Baby Boomers are now growing in numbers online too. 

Did you know that baby boomers are showing the highest growth in Instagram and Whatsapp usage?

The main reason for this is that they are the ones because the younger people were already using them. However, this shows a growing trend. More and more seniors are beginning to use social media. 

In addition to their growing interest in digital media, there is also that possibility that you might be selling a product that targets them solely. 

The Need for Marketing to Seniors

First of all, not all products are meant for young people only. In fact, a lot of the regular household items and services can be used by everyone at home, even the grandparents. In fact, the grandparents might have more of a say in what is bought. 

Secondly, usage by different age groups gives the marketers new angles for their campaigns. It allows for a more well-rounded approach to reaching out to the audience. And the audience can tell too. 

Some Statistics

Some relevant figures are given below to help marketers understand what kind of potential for an audience there is among the older members of society:

Out of the 55 to 64 year olds 96% use mobile phones, 43% stream content, and a whopping 58% have a social media account.

Out of the 65 to 74 year olds 92% use mobile phones, 34% stream content, and 34% have a social media account. 

81% of those who are over 75 years of age use a mobile phone, 22% stream content, and 20% have a social media account. 

Marketing Strategies

So now that we have gone over if it is feasible to target seniors through digital marketing, let us take a look at some of the marketing strategies that might prove useful. 

1. Simplify

It is true that people of all ages are online, but they don’t engage in the same way. 

When it comes to targeting seniors, it is best to simplify your system for them. So instead of long landing pages and extensive social media campaigns, go for more direct and simple marketing. Include numbers that they can call to talk to a representative to get clarity on the service. 

Simplify the language and the campaign concept. 

2. Use Video

Video ads are similar to TV marketing. It is a format even an individual above the age of 75 understands. 

Bring them the same kind of content that they are used to and which they resonate with but on a digital platform so they don’t feel lost. 

3. Proper Use of Language

Don’t use the same language you would to target a younger audience. Language is very important when

comes to marketing and ads. 

Don’t use slangs or hashtags or puns which a senior member of your targeted demographic will not be able to understand. Help them connect with the ad so that they can connect with the product. 

4. Relatability

Targeting a senior demographic requires the content to be relatable for them too. It doesn’t have to strictly revolve around old age of course, but showing college kids won’t lead to much success. 

Use a concept and an activity or motivation that exists in their life too.

5. Gaining Trust

Finally, gaining trust is a major step when it comes to seniors. Offer them the kind of guarantee that they will appreciate. 

Give them a way to contact a sales representative or consultant. 

We hope this will have given you some ideas about your next marketing campaign. Remember to research your target audience thoroughly before deciding on a concept. It makes all the difference. And don’t underestimate the presence of seniors online and their potential to provide your company with conversions.