The number of seniors across the globe is growing at lightning speed, with the World Health Organization stating that by 2050, the population of people aged over 60 will double (to 2.1 billion). This fact will have an impact across a wide range of industries ranging from health to technology and even home design. Marketing teams need to get ready to design and effect campaigns that appeal to this age group, taking into account its needs, preferences, strengths, and challenges. Read on to discover key strategies that can help you take your senior marketing strategy to the next level.
Prioritizing Website Accessibility
A large percentage of seniors have Internet access, yet around 50% of them report that they do not feel they have the skills they need to thrive in the digital world. Marketing firms in charge of website designs should ensure that clients’ sites are built in accordance with the stipulations laid out in the W3C Accessibility Guidelines. Users should be able to browse websites via clear, easily identifiable icons; enlarge the screen easily; adapt the light intensity to distinguish color contrast; use common browsing structures; and easily interpret information thanks to features such as clear links and instructions, easy-to-read text, and the use of simple English.
Relying on Multi-Channel Marketing
Pew Research indicates that only 27% of older seniors own smartphones. Although the percentage of mobile use in this age range continues to rise, marketing material should be adapted to current needs. That is, while web design is key, so, too, is print marketing. Industries such as fashion, home decor, and makeup are relying on printed catalogues as a way to present products in a visual manner. Catalogues allow seniors to read at a leisurely place, and they can easily be marked so that users can remember the items they are interested in.
Healthier Lifestyles in Commercial Green Spaces
The incidence of disability increases quickly as people become older, though there are many modifiable risk factors (such as the sedentary lifestyle) that seniors can change. Savvy companies will be looking for ways to motivate seniors to spend more time in nature, consume nutritious diets, and stay active. Marketing firms should remind their clients of the value of structural and practical changes, which should then be reflected in marketing material. For instance, studies have shown that spending a few minutes in green settings can help seniors battle stress, anxiety, and depression. Nature can also be a strong motivator for seniors to engage in outdoor exercise. Therefore, your clients should be thinking of structural aspects such as their location, design, and commercial landscaping features. Retail companies with accessible green spaces, for instance, are more likely to attract visits from seniors wishing to access green spaces as a means to socialize, relax, and undertake healthful activities such as outdoor yoga.
Offering Personal Client Service
Chatbots and email are currently two popularly used methods for client consultations and complaints. However, older customers may prefer to contact their chosen companies by phone. Person-to-person service is an excellent way to provide the personal touch that baby boomers often crave. It also marks customers as caring, supportive, and flexible enough to provide customers with various options when it comes to communication.
Seniors are a growing client base across an array of industries. To attract and keep their business, marketing efforts should focus on aspects such as clarity, practicality, and simplicity. Web accessibility is also key, as is using multichannel methods and offering personalized client service.