How to Connect with Digital's Fastest Growing Demographic

Author:
Brent Wheeler Contact
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Marketing to seniors has always been a challenge. Fitting wildly divergent groups of seniors into one catch-all bucket is tricky, and today's wired seniors are an even faster-moving target. They're everywhere online...emailing, shopping, Facebooking. And, as you'll see, there really is no one-size-fits-all approach to capturing this surprisingly varied group.

As marketers, we can't afford to ignore this critical -- and growing -- market segment (more than 10,000 people turn 65 every day, according to the US Census Bureau.) Seniors are living longer and leading much healthier, active lifestyles -- and they are not afraid to spend. Seniors currently account for more than 60 percent of healthcare spending, 41 percent of all new car purchases, and more than 80 percent of all luxury travel. The fact is, America as a whole is getting older and we as marketers need to understand more about this segment -- what they are doing, how they spend their time, and where they can be found. Not only do we need to know what they are doing, but we also need to master the art of communicating and connecting with this group in an increasingly digital age...

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