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On this day in 1911, the first around-the-world telegram was sent. Incredible to think of that achievement as we recap the bits and bytes of digital ephemera which caught the attention of mature marketers this past week.

Lee and Morty Kaufman, 90-year-old stars of the new Swiffer ads.1. MOST CLICKED: “My daily schedule is adoring my wife.”

So says Morty Kaufman, one-half of the couple starring in Swiffer’s latest TV ads. Morty and his wife Lee are in their 90s, and are now enjoying their 15 minutes in the spotlight.

The video testimonial Lee & Morty filmed has received more than 5 million online views. Why? A breezy, authentic and romantic rapport. That affection also shows through in their interview in Ad Age.

Read the article:

2. MOST SHARED: A new Google search feature, “In-depth Articles,” makes longer-form content more important for marketing/SEO. As Chel Wolverton writes for Shift Communications:

“Google is trying to help you learn something by showcasing the most authoritative content it can find.

Why is this important? We spend a lot of time focusing on creating short “snackable” content that people can consume and move on with their day … Over time, “snackable” content, while efficient, leaves us with a shallow understanding of what we want to know, but not always what we need to know or in the level of detail we need to be effective.”

Google’s search algorithm ranks pages based on recency (publish frequently! be timely!), popularity (publish things people will share or comment on) and authority. This new feature tells us that in Google’s view, authority has weight, depth … a longer form.

Read the post:

(Are you considering this in your content plan? You do have a plan … right?)

3. Also shared this week:

– 14.6% of Americans aged 60+ speak a language other than English at home. This trend is not limited to Arizona, California or Florida, either. (Es tu equipo preparado a servir personas de la tercera edad en su idioma?)

– Mobile news consumption increases (both on smartphones and tablets), though print keeps its hold on 65+ seniors. Sandwich-generation real estate pro Kaye Swain notes “It’s true in my home!” Chart - US smartphone users read news mobile by age

– 3/4 of wired baby boomers are shopping online. 2/3 of these mature consumers will research big purchases online. However, the data shows they’re more likely than younger shoppers to make those purchases on a desktop computer and to be prompted by offline marketing:

(Does your integrated plan reflect these preferences? You do have a plan … right?)

– What is the most important question in social media? Mark Harai says it’s not whether to hop on Pinterest or “what is Snapchat.” It’s WHY, and here’s why:


WHY do we publish this weekly recap? To help marketing professionals like yourself create better results with baby boomers and seniors.

We’d love to hear WHY you read it, and what you’ll do with this week’s insights. Or tell us WHY we’re idiots for missing an important story. Just use the comments section below.

About The Author

Erin Read

Erin Read spearheads integrated and digital marketing programs for organizations targeting mature consumers. She writes, researches and speaks about marketing to baby boomers and seniors. Erin has addressed local, regional, international conferences on generational marketing. She is the co-author of three national studies/eBooks (Photo Finish; Social, Silver Surfers 2010 & 2013) and the principal blogger for Mature Marketing Matters.

  • Kaye Swain

    Hi, Thanks for the grand quote of mine you shared. 🙂 My senior mom still prefers her print newspaper coupled with TV news, while I (a baby boomer) generally get most of my news from the internet – including on our local newspaper’s website.

    Happy New Year, y’all.

  • Creating Results

    Kaye, you’ll likely find today’s links round-up of interest. It includes a chart that shows what a motivator news is to boomers — it’s the one type of digital video that is watched more by older adults than Millennials. (Wouldn’t it have been wonderful if they had segmented the vague “55+” group by boomer vs. seniors, though?)

    Here’s the link: