Happy Monday. Let’s jump right into the mature marketing stories of the past week that had people talking and clicking. Have something to add, please don’t forget to add to the comment section.
MOST CLICKED: We have found time and time again that creating an emotional connection is critical when marketing to mature consumers. A recent article reinforced this idea, showcasing how three brands effectively use emotion to drive behavior.
Each of the brands highlighted use their messaging to create a strong emotional response by touching on a topic or desire that will resonate with people and, hopefully, increase the desire to purchase their products.
So how can you effectively harness the power of emotion? The author offered these tips:
…the single most effective—for reaching all goals, including awareness (41% of respondents), acquisition (37%), conversion (42%) and retention (56%).
WORTH REPEATING: Another great eMarketer article that we shared last week didn’t receive as many clicks or shares, but contains valuable insights for marketing to boomers and seniors. It details what products/services baby boomers and seniors buy online and noted that even if they see a product in-store that they like, they are likely to go home, research and ultimately purchase. Read the full article here.