PROMOTED CONTENT MARKETING TO MATURE CUSTOMERS “ 24 WEB VERSION: Click Here
Also, as older customers are more likely to engage with multiple emails than any other age group, don’t be afraid to repeat your marketing messages as part of a wider ‘nurture campaign’.”
3. Deliver a safe and secure shopping experience For older customers, part of the trust-building process is feeling comfortable about making purchases online. It’s why mature audiences often stick to reputable brands that are perceived to have a more secure website. To gain trust, you need to make sure your website infrastructure (i.e. point of sale system, encryption technology or fraud detection) is geared towards protecting customers and enabling smooth, stress-free transactions. It will also help to reassure the customer by telling them about your security process during their purchase journey.
4. Keep it social The rise of social seniors is providing retailers with a vast opportunity to reach new audiences. Facebook and YouTube are currently top-performing platforms, with 46 per cent of over 65s and 93 per cent of over 55s using them respectively. On average, over 55s watch 22 minutes of video each day. Meanwhile, there is a steady increase in the number of older customers using Pinterest and Instagram. Therefore, it’s important to run campaigns dedicated to older customers across all existing social platforms and explore the potential impact of adding new channels to the social mix. TikTok for Grandma, anyone?
5. Get personal As many retailers are finding, older customers like learning about the benefits of a product or service first-hand from a brand or its customers. For instance, Dr Max Gowland of
supplement company Prime Fifty explains that the personable nature of QVC, coupled with live demonstrations, really helps to drive sales. It means that creating helpful videos around your products could significantly increase engagement.
Meanwhile, using age-appropriate photos will resonate more with a mature audience. As Woman & Home’s Executive Editor, Miranda McMinn observes, when they use photos of older individuals, they are “inundated with positive responses”. Older customers “aren’t aspiring to be younger” than they are. They simply want to “see people who look like us, but slightly better”.
When it comes to customer service, older customers are less keen to communicate with chatbots and prefer speaking to a human to resolve their problem. Our clients’ data shows that campaigns prompting customers to pick up the phone result in higher conversions and higher order values. With that in mind, make sure your call-to-action includes a phone number, and that it’s visible on each landing page, email, display ad, print media etc.
We’re entering an exciting era of ecommerce in which older customers are primed to consume a variety of content across a variety of devices. Investing in a long-term, multi- channel marketing strategy delivering high-quality content at every touchpoint will be key to retaining this new cohort of brand ambassadors.
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