I hoped our American readers enjoyed the holiday break! Sadly, all long weekends must come to an end. So here you go … your Monday mature marketing links recap and a wish of Chag Sameach!” to those celebrating Hanukkah.
1. MOST CLICKED: The links which got the highest click through rate last week both have to do with gaps.
* “The gains in longevity have not been distributed equally,” says sociologist Pamela Herd, referencing Americans’ increased lifespan at the annual meeting of the Gerontological Society of America. This means that, for baby boomers,
“… the decisive factor in whether they can afford to get old is not how wealthy they will be, but how healthy and wise they are …
While boomers nearing the classic retirement age of 65 realize they need to save more money in the wake of the recession, only about 20 percent say they are actually doing so. Their best alternative for a secure old age — working past the Social Security full eligibility age of 66 — will depend on whether they are highly educated and healthy enough to hang onto a paying job.”
Read the story in the Herald-Tribune: http://bit.ly/18UJOWy
* A new study shows that marketers are missing the two big themes that their buyers say matter most. While the Deloitte study focused on business-to-business (B2B) marketing, we feel that it offers great insights for business-to-consumer (B2C) marketing as well.
“[Deloitte] found that two of the “themes” that customers value most—open dialogue and responsible business practices—received almost no attention in messages from big b2b companies. Conversely, the themes that marketers emphasize the most—from global reach to sustainable practices—are of little interest to customers.
‘Honest and open dialogue, which customers considered most important, was one of the three themes not emphasized at all by the 90 companies in our sample,’ the researchers reported. McKinsey also observed a herd mentality among b2b marketers, with themes such as innovation and corporate social responsibility appearing so often that the messages effectively cancel each other out. Low prices actually had a negative connotation with customers.”
Is your messaging stressing the right themes? Do you hear clearly what is most important to your customers, and then reflect that in your marketing?
Read Paul Gillin’s analysis of the study: http://bit.ly/1hsYqkA
2. MOST SHARED: Your true age influences your perceived age. As reported in The Daily Stat,
“Young people tend to feel older than they really are. For example, in a series of experiments by Matthew L. Hughes and two colleagues at Texas A&M, participants with an average age of about 24 felt about 5 years older than their true ages, a finding that confirms the results of previous research. Older people have the opposite feeling: Participants in a group with average age about 60 said they felt 8 to 9 years younger than their true ages, and a group with average age 75 felt 16 years younger, which may help explain why many older people don’t feel ready to retire at retirement age.”
Twitter friend Craig Fukushima had this to say about the phenomenon:
3. Also of note:
* Baby Boomers are risking their retirement to provide financial support to children and other family members. Merrill Lynch says they’re acting as the “family bank”: http://bit.ly/IAzWa4
* Want to be a better marketer? How about a nicer human? This interview of Bob Burg by Chris Brogan tells how. http://bit.ly/1dLcl4S
* I loved this. A seriously silly and smart way to piece of marketing: