The Emergence of Elder Tech
Below are some tips to follow when marketing tech for seniors!
Know Your Audience
As people age, they simplify their lives, allowing more time for personal interaction and less time for things that “busy” them. When it comes to targeting seniors, get to the point, and don’t beat around the bush. Flowery language and unnecessary jargon won’t cut it with this population. Make a point or two that speaks to the needs of their generation:
- Enhancing independence
- Providing security
- Getting healthier and more fit
- Enhancing family relationships
- Enjoying life
Give Them Something Familiar
As seniors become more tech-savvy and traditional platforms (such as phone, radio, and television) become more fragmented, marketers must identify how media channels can, and should, complement each other. People like what is familiar. Seniors grew up receiving advertisements and catalogs in the mail, so it makes sense to market to them through these channels. Additionally, older users enjoy personal interaction and have high expectations when it comes to customer service. Personalize your users’ experience by addressing customer service inquiries with a phone call or sending a personalized thank you to clients.
Use Relatable Language
Advances in technology and the ever-evolving terminology can be overwhelming for many users. Those who are 85 today have lived through the most drastic evolution and development of technology of any age group. They’ve adopted and adapted to technology their entire lives, from the telephone and modern appliances to personal computers, the internet, email, social media, and cell phones. Ensure your digital messages are clear and concise. When marketing tech for seniors a Forbes columnist notes, “unlike marketing to younger audiences, older adults aren’t drawn in by trendy jargon, slang or internet acronyms. They want information that is clear, honest, and concise and makes them feel valued as people.” Seniors seek and connect with content that is relatable, easy-to-digest, and educational.
As Arthur Bretschneider notes in his Forbes article, “the United States’ senior population is projected to more than double, from 46 million seniors over the age of 65 to 98 million, by 2060. Whoever can come up with a service that excites this new group of seniors may be on track for decades of success.” Read more about the growing senior market and Bretschneider’s tips on how to capture their attention here.
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