Our MD, Adam Oldfield, offers his insight into what digital marketers need to know when effectively communicating with ‘silver surfers’.
There’s a strong market emerging that digital marketers cannot afford to ignore, especially as they are proving to be an affluent demographic when it comes to loyalty and brand commitment – and that’s the over-50s.
According to NatWest ContentLive, the so-called ‘silver surfers’ market not only accounts for over a third of Britain’s population, but they hold around 70% of the country’s household wealth.
Further statistics in this article also underline how these customers are fans of online shopping too – with 75% of adults aged 55-64 logging on to buy products and services in 2017, as reported via the Office for National Statistics.
So, what do marketers really need to understand about this group, in order to effectively get their messages across?
Firstly, it’s a demographic which holds traditional values close to them. They prefer to buy from people they trust, and have a level of engagement that certainly shouldn’t be underestimated – or overlooked – by brands.
However, it’s important that marketing departments approach this kind of audience in a different way – and that’s by embracing their ethos of wanting to get to know people.
Why? Because the over-50s place long-term value on the organisations who show they truly care about their individual needs. Therefore, businesses need to demonstrate a commitment to connect, and take them through their purchasing journey in a personable, humanised way.
When it comes to understanding when to engage too, if marketers try to communicate with this target market at the wrong times, the audience is more likely to unsubscribe because they guard their inbox like it’s their front door – they certainly don’t care for blanket brand spam.
What they do hold true value to is security, and, that’s where marketing automation can be a real benefit to companies. Having such a platform ensures communications are relevant, land when most timely, and are sent in-line with the end user’s preferred frequency.
Automation allows for companies to super-personalise their marketing can help to build the trust this audience requires, as well as collect crucial data, in order to understand what the customer is looking at – helping departments to escalate the purchasing journey, at their desired pace.
Finally, another element for firms to really consider is the artwork included when sending their comms. This demographic is less design-critical – they prefer a polished, well-constructed piece of marketing over something that’s contemporary or graphic-heavy. They want value over vibrancy.
In order to really connect with the over-50s on a level that will create a long-standing relationship, organisations have to be patient and put real effort into personalising their messaging, in order to show how dependable and trustworthy they really are.