The term “senior 4.0” refers to the elderly, whose number increases more and more as baby boomers turn 65. Within this broad group, we can segment different subgroups :
- The retirees . After the age of 65, when people stop working and start living on fixed incomes, a new stage of consumption begins in which leisure time is very important.
- The early retirees (from 50 years). Although in theory these people are not yet elderly, they are ready to make financial changes and start enjoying their free time. This group may also include the younger partners of people retiring.
- Late Retirees . This segment covers people over 65 but who are still working and therefore have different needs and aspirations from those of retirees.
- Grandparents and relatives . This segmentation makes a lot of sense when we think about products that are not directly aimed at them, but are designed to be bought by grandchildren and other young relatives.
For digital marketing experts, this sector represents a very interesting opportunity for multiple reasons:
- The older generations are a large percentage of the population . Only in Spain, this segment has 17 million people, so it is a target that we cannot ignore. And also, it is a growing segment: according to estimates, the seniors will be the largest age group in Europe, since they represent 30% of the population.
How to reach older generations with your digital marketing
- Simplify . Seniors have no problem learning how to handle new technologies, but they haven’t grown up with them. For this reason, rather than insisting on designing novel interactions, it is necessary to bet on direct and easy-to-use user experiences. In particular, the purchasing process has to be very clear from the beginning.
- Show pictures that represent them . Sometimes in advertising it seems Guatemala Email List that everyone is 20 years old, even the stars of anti-wrinkle cream ads! But to connect with the older generations in your digital marketing, it is necessary for them to see themselves reflected, and this happens by choosing the right images. Show attractive and active seniors in your
How can automation affect sales?
- personalize . People are much more than the age segment to which they belong. If not all young people are the same, why should the older ones be? Therefore, to create effective digital marketing for seniors, we have to identify the different sub-segments and needs and send them as personalized a communication as possible.
- Earn their trust . As we have seen, older people take their time when shopping instead of making hasty decisions. According to the available data, 40% of them research TR Numbers online to find opinions from other consumers about the products they want to buy. To make your decision easier, you can resort to strategies such as trust seals or written and video testimonials. And if you are going to ask them for their personal information, be sure to explain very well why you need it and what you are going to do with it.
