Marketers must communicate the benefits of their offering overtly to older audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 24, 2019, 5:12 AM UTC

Although, such clear messaging doesn’t need to be dull.

Given their numbers and buying power, this article points out the importance of catering to older audiences with relevant social media messaging. The piece shares that between 2015 and 2030, 50% of all global urban consumption will be generated by older people. Also, 86% of them want ads targeted at them to change.

Additionally, 68% of people aged 55 and above buy something online every month. To reach this segment, brands could do well to have a strong and clear narrative. Since they want to be clearly informed about an offering’s usefulness, marketers must convey product benefits overtly.  

Tailored and educational advertising is another way to purposefully engage them. It is important to note that this consumer group is brand loyal and less likely to use ad blockers.

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[4 minute read]