The mature market is being neglected and misrepresented by marketers, with over 60 per cent of the over 50s believing that advertising aimed at them presents them as infirm or immobile.
New research commissioned by mature marketing agency Millennium showed that three quarters of over 50s think that the only products specifically targeted at them are life assurance products, false teeth and incontinence plans.
More than half (59 per cent) of the over 50s claimed that today’s marketing did not target them and was irrelevant, rising to 65 per cent among the over 65s.
New research commissioned by mature marketing agency Millennium showed that three quarters of over 50s think that the only products specifically targeted at them are life assurance products, false teeth and incontinence plans.
More than half (59 per cent) of the over 50s claimed that today’s marketing did not target them and was irrelevant, rising to 65 per cent among the over 65s.
The research also showed that online marketing is viewed as the most influential channel among the over 50s, and that only 39 per cent claim to be brand loyal when shopping.
Millennium managing director Fiona Hought says: “The over 50s have grown wise to marketing techniques. The research indicates that the influences of the mature market are changing, but it seems marketers are failing to adapt and communicate effectively, if at all, to cash in on the ‘grey pound’. Marketers need to focus efforts on using the right channels to present clear and targeted messages to attract potential consumers.”
..pinched from Precision Marketing
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