Posted in on November 16, 2015

Mature Marketing Links of the Week – Handheld Devices, Housing Design and Harley Davidson

Last Monday we started the week on a note of laughter, with jokes from and about outgoing LeadingAge President Larry Minnix. This Monday we find it hard to smile, as news reports are filled with tragedies happening around our globe. Then a friend shared the following quote, and it seemed appropriate to pass it on:

“Darkness cannot drive out darkness; only light can do that. Hate cannot drive out hate; only love can do that.” – Dr. Martin Luther King, Jr.

Our thoughts and prayers are with Paris, Kenya, Lebanon, Syria … May light and love be theirs.

Here is this week’s round-up of top links for marketing to baby boomers and seniors.

1. MOST CLICKED: “More 50+ baby boomers and seniors own digital devices than ever. What does it mean for your marketing?”

That is the question we posed on this blog last week, answering with new Pew Research Center statistics and some results-oriented recommendations.

  • Smartphone ownership by older adults is increasing. Yet the most commonly-owned piece of technology for a boomer or senior is not a smartphone but a computer (laptop or desktop). So while you may be worrying about the rise of mobile, don’t forget that the experience must be easy and consistent across all devices.
  • When it comes to 50+ers, functional technology tops “Fun” devices such as MP3 players and portable gaming. This a good reminder that older adults still see tech as a tool. Are you designing your websites and emails to help them meet goals as efficiently as possible?

Read the post:

2. MOST SHARED: “Blurring the Line Between Senior Housing, Local Gyms” — Senior Housing News reports on the top design trends for senior living communities, noting that a stronger, more health-focused mentality is being reflected in amenities. Recreation and fitness are taking top bill, per John Cronin.

“Due to extended life expectancies, more and more emphasis is being placed on health and well-being, and people are taking a proactive approach to their health care. Senior living communities are embracing this health-focused mentality and want to work with teams that can help them create spaces that will support wellness programs.

The physical environment and programming need to work together to encourage resident mobility and socialization. This is more than a state-of-the-art fitness center, although elevating this amenity is part of the trend. Creating destinations throughout a senior living campus that entice residents and replicate the desirable qualities of a walkable urban community add vibrancy to their daily lives.”

Read more:

3. Also of note:

  • Harley-Davidson: riding into sunset of ageing boomers or new horizon of young bikers? The UK’s Dick Stroud considers a story in MarketingWeek about whether the venerated bike company is facing a demographic disaster. Stroud notes “Definitely worth a read since it illustrates the problems of a brand trying to keep satisfying its young or old customers whilst appealing to the the other age group.”
  • How Consumers Use Online Resources, including Video, to Shop. Greg Jarboe writes: “When watching online videos, 66% of Internet users in the US say they are fully focused on the content, 27% say they are split between activities, and 2% say they use video as background. … It is worth noting that 33% watch videos with others. Co-viewing makes online video ‘social’ in ways that most video marketers haven’t harnessed yet.”
    Source: ReelSEO

    Source: ReelSEO

    On a related note, I’ll be talking about online video and marketing to baby boomers and seniors this Thursday at the International Council on Active Aging’s annual conference. If you’re in New Orleans, I hope you’ll join me!


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