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By In the news
In the news
02 June 2008 17:44
The mature market is being neglected and misrepresented by marketers, with over 60 per cent of the over 50s believing that advertising aimed at them presents them as infirm or immobile.
New research commissioned by mature marketing agency Millennium showed that three quarters of over 50s think that the only products specifically targeted at them are life assurance products, false teeth and incontinence plans.
More than half (59 per cent) of the over 50s claimed that today’s marketing did not target them and was irrelevant, rising to 65 per cent among the over 65s.
The research also showed that online marketing is viewed as the most influential channel among the over 50s, and that only 39 per cent claim to be brand loyal when shopping.
Millennium managing director Fiona Hought says: “The over 50s have grown wise to marketing techniques. The research indicates that the influences of the mature market are changing, but it seems marketers are failing to adapt and communicate effectively, if at all, to cash in on the ‘grey pound’. Marketers need to focus efforts on using the right channels to present clear and targeted messages to attract potential consumers.”
Source: Precision Marketing
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darrensy says
RE: Over 50s neglected and ignored
I think its not necessarily they ignored those products. As a matter of fact there are many products that still consume by mature consumers. Maybe first reason thay they do not avail certain products, is just that it is not usefull for them anymore. If you try to market mature products, them make sure that it would be for basic needs of mature target market. essay on myself
I think its not necessarily they ignored those products. As a matter of fact there are many products that still consume by mature consumers. Maybe first reason thay they do not avail certain products, is just that it is not usefull for them anymore. If you try to market mature products, them make sure that it would be for basic needs of mature target market.
essay on myself
20 July 2011 08:56
AsianFamilyOffice says
Marketers should focous more on the people above 50 so that they can generate more income as people who are above 50 are more loyal towards brands .
23 June 2011 10:34
Auto says
Great post. I found your read very informative and nicely compiled. Thanks for sharing.
17 June 2011 12:43
JohnsonSmith says
According to me research marketing technique resemble those which used in political polling and social science research. Quick cash loans
04 June 2011 12:15
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27 May 2011 16:49
