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TOP 7
ONLINE MARKETING
CHANNELS
FOR MATURE CONSUMERS IN 2015
TOP 7 MARKETING CHANNELS
FOR MATURE CONSUMERS IN 2015
1.  Email
5.  Social
2.  Search
6.  Video
3.  Online Shopping
7.  Mobile
4.  Word of Mouth
2
EMAIL & SEARCH
88% 82%
of adults 65+ use email1
use a search engine to
gather information on a
topic of interest2
THE ONLINE
BACKBONE
1 – Older Adults and Internet Use, Pew
Research and the American Life Project (06/12)
2 – Reaching Today’s Boomers and Seniors
Online, Google/Ipsos (2013)
3
is a powerful channel
“ Email
for mature consumers
and is a great way to talk directly to our audience and "
increase engagement with them. In a recent campaign for "
one of our clients, we were able to create a very personal "
long-form email series that generated an average open "
rate of 19.41%, a 4.74% click-through rate and an 18% "
inquiry-to-subscriber rate, which was a 230% increase "
over previous email efforts.”
– Gina Pagliaro, Email Marketing Manager
4
90%
OF BOOMERS "
MAKE
PURCHASES
ONLINE 7
7 - Boomers Reveal Comfort with Online Transactions, eMarketer (2013)
5
“TOMORROW’S HIGHEST
…and a Large Share of Middle-Age
Americans Shop Online
PURCHASE-POWER
CONSUMERS "
are ones who skew
much higher for
digital shopping.
As the population ages,
greater percentages of
consumers will be connected
and online prominence will
continue to grow.”
8
— John Burbank, President of
Strategic Initiatives, Nielsen
8 - Source: Experion, U.S. Census 2013
% of Online Shoppers
who are this age
% of US population
who are this age
6
WORD OF MOUTH IS ALSO
BIG
Boomers are asked their opinions 90x/year; •  90% of the time they give it.
•  45% of the time they give their
opinion online3
•  Boomers also contribute the most
product reviews online4
3 – Boomers Big on Word of Mouth, eMarketer (03/07)
4 – Conversation Index, Bazaarvoice (2012)
7
Word of mouth and
peer recommendations
are the most eﬀective
consumer motivator
across all age groups, and especially for
Boomers. Boomers say that advice from
family and friends is the most common way
they research a new product and they
believe that word of mouth recommendations
from their friends, family and peers is the
most trustworthy source of information. —Dot Boom: Marketing to Baby Boomers !
through Meaningful Online Engagement
3 – Boomers Big on Word of Mouth, eMarketer (03/07)
4 – Conversation Index, Bazaarvoice (2012)
8
“
We bake word of mouth
and sharing into every
campaign resulting in
an average 20% lift in traﬃc that accounts for 30 – 40%
of the transactions generated from those campaigns.”
– David Weigelt, President
9
AND YES,
OLDER
ADULTS "
USE SOCIAL
71% of boomers and
59% of seniors use
social networking sites
on a daily basis2
2 – Reaching Today’s Boomers and Seniors Online, Google/Ipsos (2013)
Boomers/Seniors (n=3,185)
Generation Population (n=695)
10
strategy behind imagery
“ The
and content for Facebook ads
is extremely important
because you only have a very short period of time to capture someone’s
attention and a small area of real estate to do so.
• Cut through the clutter with truthful, emotional images.
• Use conditional content that allows users to relate to the given situation.
• Short, declarative sentences and headlines help capture the attention "
of users.
• Make sure the desired action you want users to take is clear and obvious.
• Continue to experiment and optimize your campaign based on findings.”
– Kelsey Waddingham, Account Strategist
11
OVER ½ "
OF BOOMERS &
SENIORS WATCH
ONLINE VIDEO!
Older adults not only patiently consume
online video, they take relevant and desirable
actions after watching.
•  36% visited an online video website for
more information
•  31% forwarded a video or link to others •  22% posted their own video or link2
2 – Reaching Today’s Boomers and Seniors Online, Google/Ipsos (2013)
12
MOBILE USAGE
IS GROWING
RAPIDLY
According to Nielsen, the fastest
growing demographic for mobile
usage is people between 45 and 645
In 2014, the percentage of older adults
aged 50 to 64 using smartphones to
access the web increased to 51%, a
15 point increase from 2013. 5 – Didigal Consumer Report, Neilson (02/14)
13
mobile devices account
“ Clearly,
for a large percentage of today’s
web traﬃc, so it’s crucial
that your site look good and function well on small devices. And it’s
not only about screen size; the conversion experience needs to be
different on desktop and mobile or you’ll lose people. For one of our
clients, mobile visits now account for between 55% and 89% of key
conversions, so we're constantly optimizing the experience.” "
– Lisa Bradshaw, Web Marketing Analyst
14
VIDEO
SOCIAL
IT’S DIFFERENT
FOR MATURE
CONSUMERS
Learn to engage the web’s most valuable
consumers with an integrated marketing and
sales campaign from Immersion Active.
Contact us today for your FREE
50-Plus online marketing assessment.
WORD OF
MOUTH
ONLINE
SHOPPING
SEARCH
EMAIL
MOBILE