“But our audience is older. We need some other way to reach them than digital.”
According to the 2016 Neilson Social Media Report, a whopping 77% of Americans age 50+ now have smartphones — up 12% since last year.
So what does that mean for you?
1. Don’t discount digital marketing
Don’t think of digital as an add-on to your strategy for reaching people 50+. Make it part of the core. Consider digital only campaigns targeted specifically at that age group. They usually have more money than a younger generation and they spend / give more online than offline. So if you strategize well, your return on investment could be amazing.
2. Use multi-channel digital marketing
You’re thinking Facebook, right? Sure, it’s the best bang for your buck right now and should definitely be a core part of reaching that 50+ crowd. But you’ll skyrocket your response rates by targeting those same people with an email. And be sure to have a fantastic website landing page for that campaign.
3. Get fancy with digital marketing
Wanna do even more? Re-target people who didn’t respond to your campaign the first time. Use a pop-up lightbox to increase quick conversions. Try A/B testing your headlines, images and offers to see what’s driving response.
Bottom line: We all live in a digital world.
Reaching people age 50+ through digital is just a matter of smart strategy.