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Digital/social media strategy: conquering senior markets?

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The use of social media first developed among Generation Y in the United States. However, its generalization to all age groups and on a global scale has left many forecasters, trend hunters, experts and other modern-day gurus wondering whether the majority of companies have not been taken over by their own market!

A technological revolution that echoes strong societal aspirations...

If the phenomenon of social media and its uses have spread so rapidly and universally, it is because it is based on one of the foundations of humanity: life in society, which implies the need for social ties and the means to maintain them.

Moreover, this revolution has been propelled by strong societal aspirations and in particular the will of the individual "to regain control over the Organization" (see also this article I wrote a few months ago "When Web 2.0 redraws the Internet's design" : http://tinyurl.com/cztylm2).

It is clear that these developments are changing consumer expectations and behaviours, creating both opportunities and threats for organisations that do not take these into account.

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Digital and seniors: the middle age?

Contrary to popular belief, seniors are not left out of these changes even if there are strong disparities according to age, of course, and PSC. Some significant figures on seniors in France:

- 80% over 50 years old connect to the Internet every day,

- Seniors represent 48% of online purchases (there are more than 9 million to buy online).

Today, one out of every two iPhones in the world is bought by a senior. Moreover, by calling on John Malkovic for its latest advertising campaign, the apple brand confirms this trend.

Seniors are also present on social networks:

- 12% of the French members of Facebook are seniors,

- 26 % of the connected French seniors are registered at least on a social network,

- the brand new social network dedicated to Quintonic seniors has reached more than 100,000 members in just a few months...

There is no doubt that seniors are very present on the Internet; the real question is: what strategy should be adopted to reach them effectively?

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The approach of the senior markets on the net...

A recent study on the behaviour of senior Internet users reveals that the ¾ are not receptive to online advertising. At the same time, a number of marketing professionals, particularly in the United States, are beginning to question the effectiveness of traditional advertising, all channels combined...

The same study highlights among the main uses of senior Internet users on the Internet :

- the search for information with a view to consumption, with a predilection for the following sectors: tourism, leisure, culture, well-being, heritage management,

- the sharing of interests,

- and a willingness to broaden her circle of relationships.

These elements thus all converge in the same direction. A digital strategy targeted at seniors is being built:

- through the development of enriching, original and sincere content,

- the implementation of a conversational approach,

- the development of interactive platforms and concepts that engage customers in the natural promotion of products and brands.

A new Eldorado?

Seniors are a particularly interesting target on the Internet, especially in the sectors specified above. Moreover, they weave the link on the web and will be effective ambassadors for your products and brands. It is obvious that organizations that can implement an effective digital strategy to reach this market segment will gain a decisive competitive advantage.

Why don't you?

(Yanis Taieb - www.mediasociaux.net)

{Jacuzzi on}

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