Why digital marketing is ideal for an ageing client base

Many companies have a large client segment taken up by customers aged 55 and over. A lot of time and effort is spent by firms ensuring these customers have good access to physical locations, face-to-face meetings, readily available phone lines, and that most communications are made by letters in the mail, because that’s what older clients are used to and prefer, right? 

When we discuss technology use, digital communications, apps, social media, and mobile device use, we generally refer to the younger generations, millennials, or Gen Z. We discuss how they’ve practically been raised on technology, and how it is an integral part of their lives. 

When many brands think of over 55s and tech, they generally refer to technology designed for safety, mobility issues, assisted living, and more along similar lines – ‘Boomers’ dislike Facebook, instant messaging, and YouTube, don’t they?  

This is such an outdated approach to digital marketing that it may as well be taken from an instructional guide from the late 90s. 

Many businesses neglect their older clients when they consider digital marketing approaches, tending to focus on younger generations when producing digital adverts or social media campaigns, but this single-generational approach is missing a huge trick! 

The over 55s category is a massive and diverse market.  

Not everyone approaching or enjoying retirement is technophobic, or inept in the use of social media. Just look within your own company – what is the average age of your employees? How old are your directors, CEOs, managers, and shop-floor workers? Are they all in their teens, 20s, 30s or are some approaching retirement age? Of those over 50, how many cannot use a computer? How many don’t own a mobile phone or tablet?   

Not everyone approaching or enjoying retirement is technophobic, or inept in the use of social media. Just look within your own company – what is the average age of your employees? How old are your directors, CEOs, managers, and shop-floor workers? Are they all in their teens, 20s, 30s or are some approaching retirement age? Of those over 50, how many cannot use a computer? How many don’t own a mobile phone or tablet?  

How many use Google for product research before making a purchase, or communicate with family and friends on Facebook? 

Over lockdown, many people in the over 55s category utilised digital communications technology to talk with, or even see, friends and family. It became an integral part of their lives, and the only way to see beloved children and grandchildren during their time apart – so it’s difficult to make the argument that they are tech averse. 

“60% of over-55s felt they were being neglected or overlooked by big financial services brand”.

Tellingly, a recent survey conducted by SunLife

When you consider the fact that the over 50s category spends around 50% more than younger generations on financial services, and they make up around a third of the population, it seems odd that brands are locked into targeting only the younger generation through digital marketing methods.  

When you consider the fact that the over 50s category spends around 50% more than younger generations on financial services, and they make up around a third of the population, it seems odd that brands are locked into targeting only the younger generation through digital marketing methods.  

There is a huge opportunity to take advantage of the larger access to wealth enjoyed by over-55s, and yet many companies are reluctant, or simply unsure how, to target that portion of their potential customer base using digital marketing. 

The huge rise in over-65s owning a tablet, the upwards shift in the number of over-75s using the internet, and the fact that the majority of over-55s check social media platforms on a daily basis, all point towards an incredible opportunity for brands to gain increased access to a large, wealthy audience through digital marketing, and one that has been proven to be extremely loyal to brands they build a trusting relationship with.  

And we all know that digital marketing is a great method to build trusting and engaging relationships between brands and their customers. 

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