BY ALYSSA GERACE

As growing numbers of older adults become accustomed to using the Internet, including email, search engines, and social media, marketers are looking for the latest ways to reach their target audiences. But while it’s smart (and increasingly necessary) to explore new avenues, market researchers say it’s ill-advised to abandon the tried-and-true methods.

Social media—and Facebook in particular—may be a new frontier for senior living providers when marketing to older consumers, but they’re still not in a position to replace what’s perhaps the most powerful medium to mature consumers: TV ...

In short, says Beth Rand, director of client services for strategic marketing firm Creating Results, TV is still king—but that’s not to say new approaches shouldn’t be used ...

BY DANIELLE VERBIGGHE

Baby boomers may be getting older, but they still want to feel young. With about 77 million boomers controlling more than half of the nation’s wealth, many retailers are paying close attention ...

The shopping experience also is important to some boomers. Todd Harff is treasurer of International Mature Marketing Network and president of Creating Results, both of which specialize in helping companies reach the boomer market. He suggested retailers focus on keeping music, lighting and in-store atmosphere friendly to all ages.