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Happy Monday.  Let’s jump right into the mature marketing stories of the past week that had people talking and clicking.  Have something to add, please don’t forget to add to the comment section.

MOST CLICKED: We have fEmotionound time and time again that creating an emotional connection is critical when marketing to mature consumers.  A recent article reinforced this idea, showcasing how three brands effectively use emotion to drive behavior.

Each of the brands highlighted use their messaging to create a strong emotional response by touching on a topic or desire that will resonate with people and, hopefully, increase the desire to purchase their products.

So how can you effectively harness the power of emotion?  The author offered these tips:

* Get to know your audience: Let your metrics be your guide to determine how people are engaging online with your brand.
* Understand your audience: Do your homework to gain insights into behaviors, motivators, etc.
* Define your strategy: Set goals in advance that will help define the avenues you use and how your campaign will take shape.

 

MOST SHARED: 86% of digital marketers use email marketing regularly. This along with other stats detailing how email remains an important marketing avenue were featured in a recent eMarketer article.
The article incorporated data from several studies and looked at the impact of email across all stages of the purchase funnel, calling it:
…the single most effective—for reaching all goals, including awareness (41% of respondents), acquisition (37%), conversion (42%) and retention (56%).
Because of these results, many marketers are increasing their email marketing budgets, specifically in mobile optimization.

Boomer Purchases
WORTH REPEATING: 
Another great eMarketer article that we shared last week didn’t receive as many clicks or shares, but contains valuable insights for marketing to boomers and seniors.  It details what products/services baby boomers and seniors buy online and noted that even if they see a product in-store that they like, they are likely to go home, research and ultimately purchase.  Read the full article here.

 

About The Author

Beth Mickey

With more than 15 years of marketing experience, Beth serves as Client Services Director for Creating Results. As an expert in e-engagement, Beth applies her experience in strategic planning and execution of email and online marketing efforts for her clients to identify opportunities to leverage online and offline marketing avenues as part of an integrated marketing approach. Her experience serving both in a client and agency capacity helps her gain an understanding for her client’s needs and goals to maximize program performance and return on investment.

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