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Mature Marketing Links of the Week- Teen Content Marketing and Living Longer, Better

Monday, March 10th, 2014

I don’t know about you, but while I love that daylight savings means that it stays lighter longer, I detest the hour of sleep that is lost.  That loss won’t stop us from sharing the mature marketing news that influenced and inspired this past week.  Have something to share?  Please note in the comments below.


While they may be sullen and sulky most of the time, content marketers can learn a lot about leveraging social media from teens.

While they may be sullen and sulky most of the time, content marketers can learn a lot about leveraging social media from teens.

By far the story that drew the largest amounts of clicks for the week was an article by Ann Handley, “How To Invigorate Your Marketing, Ask A Teenager”.  In her article, Handley focused on social media and chronicled how, what at times seems like a struggle for content marketers, is second nature for teens.

Then: You bought a dress at a dress shop. You wore it to prom and hoped no one else had the same dress as you. (Or if they did, you hoped you looked better in it.)
Now: “Remember that time when someone else showed up wearing the same dress to prom that I did?” said No Teen Ever.
That’s one example of the ways that people like you and me are looking to innovate with social media and content, all the while teens ( “digital natives”) are already seamlessly and naturally doing it.
Except they don’t call it “social media and content and mobile.” They just call it… living their lives.
While I doubt any mature marketing expert would dare admit it, there are many things that we can learn from how today’s teens use social media and how we can make it more engaging for our audiences. So while at times sullen, these younger generations’ ease of use teaches that  the more you can engage boomers through your social channels naturally, the more effective your content marketing will be.
A blog featuring an interview of the author of  the New York Times best seller, A Short Guide to a Long Life was shared by many this past week.  The book, written by Dr. David Agua, features advice for how boomers can make the most of living longer, better.  One question by the interviewer focused on how boomers can best take responsibility for their health.
The personal responsibility is our obligation to ourselves and to younger generations — we owe it to our children to be good role models. We need to train our kids to practice healthy behaviors by embracing these tips ourselves. Not only will younger generations live healthier, longer lives, but we will help prevent our own chronic illness from attacking us sooner, which means we delay the day our children will need to be our caregivers as we age.

Un-Retiring Presidents

Monday, February 17th, 2014


US Presidents - living and dead - represent varied approaches to retirement.

American readers of this blog are celebrating Presidents Day. There are currently five living US Presidents, representing the Greatest Generation (Jimmy Carter and George Bush, both born in 1924), leading-edge Boomers (Bill Clinton and George W Bush, both born 1946) and the trailing-edge Boomers (Barack Obama, born in 1961).* They also represent varied attitudes and approaches to retirement.

Jimmy Carter: Carter was only 56 when he was unexpectedly forced to find new employment. His response was to throw himself into volunteer groups, improving housing and health around the globe. He dramatically increased the size of Habitat for Humanity and also began his own foundation. Carter even started a club filled with people like himself — The Elders, a group of former leaders working together for peace and human rights.

George H. W. Bush: “41″ has kept active in humanitarian issues but followed a more traditional retirement plan: spending time with his family, traveling, trying to stay physically active. He marked his 75th, 80th and 85th birthdays by skydiving because, as he said,

“Just because you’re an old guy, you don’t have to sit around drooling in the corner. Get out and do something. Get out and enjoy life.”

Bill Clinton: It can be hard to find a new job in your 50s. Many employers see active adults as overqualified. Therefore many job-seekers find themselves starting their own ventures, as Clinton did after leaving the White House. A foundation to address international issues such as AIDS and poverty. Partnering with industry on product distribution (or, in this case, getting manufacturers to stop selling sugary drinks in schools). Writing a book or two.

George W. Bush: “43″ hasn’t started a similar encore career. His retirement has been rather quiet, with an emphasis on books (writing his own memoir and opening his Presidential Library). Like many Baby Boomers, Bush has been challenged by heart health. Unlike many others his age, he needn’t worry about health insurance and successfully underwent surgery for a blocked artery.

Despite President John Quincy Adams’ claim that “There is nothing more pathetic in life than a former president,” few have been pathetic. Few have actually retired. History shows us they’ve been rather un-retiring.

Former Presidents served on boards or even the Supreme Court. They farmed, ranched and even designed universities. They fought battles against slavery, for human rights.

What will Obama do in his retirement? He’s got a leg up on most members of “Generation Jones” — a lifetime pension and plenty of warning to begin planning his next act.

As people live longer, more Americans — including American Presidents — find themselves having to define retirement in new ways. It’s fair to say none of them will be satisfied just drooling in a corner.


* Incredibly, the Silent Generation, whose members were the revolutionary leaders of the 60s (civil rights, women’s rights, gay rights), has never been elected the Oval Office.

RELATED: Re-Thinking Retirement – 6 Lessons For Marketers

Photo Credit: Reuters. Our normal Monday links round-up will be delivered to you tomorrow. Happy Presidents Day!


Mature Marketing Links of the Week – Selfies and the “Look”

Monday, February 10th, 2014

Happy Monday!  I don’t know about you, but I’ve become obsessed with the Olympics – watching athletes go for the gold.  Here are the mature marketing articles from the past week that were singled out as golden.  Have something to share, we’d love to see it in the comment section below.

Most Shared:

In social media we creating a generation of narcissists?  This was the question posed in a recent article in Time by Peggy Drexler regarding the trend of taking and posting selfie pictures through social media. Drexler contends that new technologies have shaped every generation, including boomers, with millennials being far from the first to fall under the influence.

“Everything the baby boomers did was based on what they saw on television,” says Douglas Gomery, a media expert and journalism professor at the University of Maryland. “They grew up as television grew up, and each had an impact on the other.” The symbiotic relationship started with kid shows like Howdy Doody.

It progressed through the teen shows like American Bandstand. He says it was television coverage of Vietnam that pushed many to protest. It gave them livMature Marketing- tecnology and narcissisme coverage of events like the moon landing, JFK’s assassination and Nixon’s resignation.

The baby boomers have had their ups and downs, but they ended up a largely happy and accomplished generation. Television didn’t ruin them.

Drexler also countered the narcissism train of thought by noting that social media may actually be achieving the opposite, providing increased self- esteem by letting the selfies of the world actually help build self-confidence.

Read the article: ti.me/1fSXPUY

Most Clicked

Judy Oppenheimer received “the look” from her adult children.  As she called it, “the serious pained expression that comes over your children generally, your grown children, when they think maybe you’ve forgotten something or you’ve said something a little silly”.  Out of that look grew a story entitled Not Dead Yet: The Trials of Being – Not Caring Form, Not Dealing With But Being – An Aging Parent.

Oppenheimer spoke about her article and what she sees as a need to rethink the care conversation, allowing the parents to initiate the discussion.  A discussion that doesn’t always need to come from the assumption that just because a parent is aging they are struggling. A conversation that as marketers we can help drive by not always focusing on a problem that would facilitate the need for care.

It would be nice if we could see even in commercials now and then an intelligent comment from an elderly person because here’s the thing, as I mentioned, you know, this horrible statistic that at 85, after 85, half of us supposedly are showing some signs of dementia, which means half of us aren’t. And the fact is my father had Alzheimer’s, but also in my family I can just reel off about five cousins who are in their 90s, who are living on their own, who are just as bright and together as they ever were.

Oppenheimer went on to note that proactively preparing for the future and the impact aging has is important, but you don’t have to pity seniors or give “the look”.  Read the transcript: http://n.pr/1cos8jU

Mature Marketing Links of the Week- Wi-Fi secrets and going native

Monday, January 20th, 2014

Happy Monday! We saw a lot of shares and clicks of mature marketing news last week – here is just an overview of some of the top pieces that drove interest.  Have something to share about these or other mature marketing articles?  Please be sure to share in the comments below.


When acting on data captured through prospect engagement, we like share with our mature marketing clients the mantra – “close but not creepy”. The Wall Street Journal recently ran an article regarding a company that provides the technology to follow your prospect’s movements through how they access Wi-Fi from their phones.  The company accesses data captured through sensors that track Wi-Fi signal emissions , allowing for the creation and promotion of content and offers based on individual habits.

“Instead of offering a general promotion that may or may not hit a nerve, we can promote specifically to the customer’s taste,” says Mr. Zhang. He recently emblazoned workout tank-tops with his restaurant’s logo, based on the data about his customers’ gym visits.

The idea of tracking (and using) this information is creating a lot of conversations regarding just what is that “close by not creepy” line in the sand.  Regardless of the side you fall on it certainly is a topic that will make you pause before turning your Wi-Fi on when in public. Read the full story here.

Related: Smartphone and tablet usage by the numbers


By far the article that had the most people talking was a roundtable regarding native advertising.  The article based on the discussion was shared by CPC Strategy Blog, featured insights from 18 industry experts on a topic that is creating a lot of buzz and interest.  Just what is native advertising? Here are some quotes straight from the experts contributing to the roundtable. Read the full article here.

Scott Reese of blurbIQ Inc:

Native advertising is a way for advertisers to produce, edit, and curate content that supports their brand and a publisher’s quality standards and provides information relevant to users’ interests.

Diana LaGattutta of NativeX:

We define native advertising as advertising that is contextual and complementary to the content in which it is placed. Not above, below, or beside, it becomes part of the user experience and often unique to the viewer or user.

Ari Jacoby of Solve Media:

Done correctly, native advertising symbolizes a new ability to give value back to consumers in a format that is in-the-flow of a user’s experience.


Do you use native marketing as a tactic for positioning your brand? How do you measure success?  We’d love to hear your thoughts, please share in the comment box below.

Mature Marketing Links of the Week – Boomer finances, 40+ Video viewing

Monday, January 6th, 2014

To our readers in Latin countries, feliz Dia de los Reyes!

As this is the first Monday round-up of the New Year, we hereby resolve to keep it short and sweet. (While still getting you those mature marketing insights you value.)

Baby Boomer Lee Manchester. Photo credit: Kelvin Ma, Bloomberg

Baby Boomer Lee Manchester. Photo credit: Kelvin Ma, Bloomberg

1. MOST CLICKED: From Bloomberg, a fascinating look at the financial states of an 87-year-old retiree and his 61-year-old daughter.

“Lew is making the most of his old age. Lee is paring back and lightening her load as she looks ahead to her later years. Both worked all their lives, both saved what they could. Yet Lew, a son of the Great Depression and former company man, and Lee, a baby boomer who has pursued careers as an entrepreneur and a mid-level manager, are winding up in two very different economic strata …

While plenty of baby boomers, born from 1946 to 1964, have become affluent and many elderly around the U.S. face financial hardship, the wealth disparity of this father and daughter is emblematic of a broad shift occurring around the country. A rising tide of graying baby boomers is less secure financially and has a lower standard of living than their aged parents.”

As Ken Clemens of Age UK Cheshire tweeted, when it comes to boomer retirement finances, “timing is all!”

Read the post: http://bloom.bg/1eBUb1A

2. MOST SHARED: Seems there was a last minute scramble to get on Santa’s good side … Our 8 tips for mature marketing from 8 tiny reindeer was the most-shared content item over the holidays.

Find out if your program would be considered naughty or nice: http://bit.ly/CRHol2013

3. Also of note: 

* 5 ways to make every call to action (CTA) work harder - http://bit.ly/1cT9jsA

Chart - types of online video viewed by baby boomers, gen x, millennials* When it comes to online videos, GenX and baby boomer viewers have better ad recall. People over 40 also are more likely than Millennials to watch news online … though Millennials watch more of every other type of digital video, as the chart at left shows. - http://bit.ly/JDz8C9

RELATED POST: Testimonials + Video = Emotional Relevance in Mature Marketing


It’s a New Year — Resolve to get a steady stream of insights and inspiration for your mature marketing program! If you haven’t already, please consider subscribing to this blog. Thanks.

Mature Marketing Links of the Week – Granny Tech Advisor and Boomer Financial Security

Monday, November 11th, 2013

Happy Monday and Happy Veterans Day.  We at Creating Results are grateful for the brave men and women who so selflessly serve and protect our freedoms – today (and everyday) we offer our thanks.  Now on to the mature marketing links of the week which had people talking, sharing and liking.  Have something else to share?  Please be sure to include in the comment section below.Granny Blogger

MOST SHARED: A Wall Street Journal article profiling Natalie Yellin, a 75-year old tech advisor for Square Inc. received a number of shares this past week.  This sweet story details what began as Yellin turning to Twitter as a way to reach her 30 year old grandson when he wasn’t returning her calls.  Her use of the social media platform had led to Yellin having a significant Twitter following and involvement in testing new releases for Square Inc.

Ms. Yellin, who was widowed a decade ago, adheres to a social-media routine. Upon arising, she seizes her iPad to begin trading good-morning messages to a group of about 50 people.

Ms. Yellin even receives social media love from senior members of the company, including Jack Dorsey who was a co-founder of Twitter before Square Inc.  This senior’s embrace of social media is a commentary on just how comfortable boomers and seniors are becoming with the medium… and a reminder that if you don’t call your grandmother she will find a way to track you down! Read the full article here.

MOST CLICKED: The University of Bristol in the UK recently shared findings regarding boomers and seniors financial satisfaction.  Interviewing boomers and seniors across 56 countries and 6 continents, the study found that the Swiss, followed by Norway, Sweden and Finland had the highest levels of satisfaction.  In the US 64% of participants reported being happy with their current financial situation.

“To put some of these results into context, the global average of financial satisfaction among younger individuals (aged 16-49) is 52 per cent, slightly lower than the figure for those aged 50 and above.  However, in Great Britain, there is a substantial and highly significant difference.  While 80 per cent of older Britons report being satisfied with their financial situation, only two-thirds (66 per cent) of those aged under 50 feel the same.”

Click here to learn more about the study.

eBook_SocialSilverSurfers2013.1.1.1SOCIAL, SILVER SURFERS: We appreciate the interest we’ve already seen in our Social, Silver Surfers eBook which was released this past week.  Our latest research picks up where we left off in 2010, examining Boomer and Senior preferences and insights for websites and social media.  Download your copy today and discover how you can make the most of  your digital marketing efforts to reach mature consumers.

Mature Marketing Links of the Week – Retirement Planning and Hybrids

Monday, October 28th, 2013

Happy Monday!  Let’s get to it – these are the mature marketing stories that had people talking this past week.  Have an interesting piece that we should share?  Please be sure to post in the comment section below.

MOST CLICKED: A retirement article from Time entitled Here Come the Three Horsemen of the Retirement Apocalypse had many clicking away this past week.  The article focuses on three key retirement plans in the US -  Social Security, employer plans and personal savings, all of which have weakened over the last several years. According to the article and Barbara Novick of BlackRock:

 The time has come for “out-of-the-box thinking” and a “holistic solution.

Recommendations from BlackRock for making the most of retirement investments include looking to annuities and setting aside more of that monthly paycheck. Regardless of the approach, this is a topic that has many boomers nearing retirement watching closely.

MOST SHARED: Boomers are going gaga for hybrid cars, according to a recent study by Baylor University detailed within Quartz. According to the article boomers, who account for more than half of all consumer spending, are flocking to more environmentallhybridy friendly vehicles, with the average age of owners surveyed being 70.  The appeal of hybrids for this cohort?  The pride of doing their part to help protect the environment.

Today’s older consumers came of age during the height of the environmental movement in the 1970s, and for some the propensity to pay more for products perceived as green, whether it’s organic food or a $30,000 car, has been baked into their purchasing habits.

That suggests carmakers should tweak their marketing: less Raphael and more Rolling Stones, for one thing. And emphasize the greener-than-thou psychic benefits of buying a hybrid. And keep hyping the fuel savings.

BE ON THE LOOKOUT: The Creating Results team is currently attending the Annual LeadingAge Conference in Dallas.  Be sure to be on the lookout for tweets and real-time news from the conference and, if you are attending, we’d love to share your insights and takeaways as well.

Mature Marketing Links of the Week – 9/23/13

Monday, September 23rd, 2013

Happy Monday!  Let’s get right into the mature marketing news and stories which resonated the most this past week.  Have something to share that isn’t included here?  Please be sure to add to the comment section below.

AARPMOST SHARED : Sulu explains technology to boomers and seniors.  George Takei, of Star Trek fame, has teamed up with AARP for a series of videos where he explores new technologies and explains them in a way that those who aren’t as familiar will understand (and hopefully embrace them).  Takei looks at Google Glass, showcasing how people are using the glasses and what he thinks about this new product.  The video is light and fun and provides practical information about this new product, making it less scary for boomers and seniors.  Click here for an article about the series in CNET and a link to the full video.

MOST CLICKED:  Brian Solis’s take on the art of online engagement in an article featured on Google’s Think Insights received a lot of interest this past week.  Solis has been studying interactions with brands and how that shapes consumers perceptions. He notes that all content needs to be crafted in a way that would easily allow it to be shared with others, and notes that there needs to be a connection between what you promise within the social sphere and what a brand delivers.

Engagement is really about Actions, Reactions and Transactions; something that I refer to as A.R.T. Engagement, for me, is something that locks in an interaction or exchange. Thinking about engagement in that way inspires a different approach for content creation; you want somebody to feel something, not just see it.

This is especially important for the mature consumer, who relies heavily on peer reviews of brands and products as well as the ability to easily share content themselves as a part of brand engagement. The easier you can create a positive experience in engagement the better. As the article states “Because in the social web, it is those experiences that become your brand.”

A LOOK BACK: This month Creating Results celebrates our 20th anniversary.  We invite you to look back with us as we survey the past 20 years of motivating boomers and seniors.  Be sure to visit our website so see how marketing has changed over the last 20 years. 

Mature Marketing Links of the Week – 8/26/13

Monday, August 26th, 2013

It’s hard to believe that the summer months have flown by so quickly.  Even harder to believe that another week has come and gone.  Here are the top mature marketing news and stories that had people talking last week.  Have news to share that isn’t listed here?  Please add to the comment section below.

1. MOST CLICKED: The National Council on Aging’s (NCOA) United States of Agning Survey , examining what matters to seniors (their outlook on life, how they are preparing for potential health issues, financial security and technology) received a lot of buzz this past week.  An article and infographic by Seniors for Living shared top level insights from 4,000 boomers and seniors polled for the survey.  The survey had some interesting insights from this target market that are helpful to know when creating relevancy in your marketing initiatives for boomers and beyond.

infographic - united states of aging - 2013 survey of seniorsKey survey insights:
~More than half of the respondents indicate they have not set any goals for managing their health needs within the last 12 months.
~The majority of seniors are somewhat concerned about their financial security.
~Many participants believed their community was not prepared to met the needs of the growing senior population.

Read our recent blog on these results for actionable marketing insights.


2. MOST SHARED: Social Media and its impact on the healthcare industry was the focus of a recent article from Spiral 16 that was shared by several people over the last week. The article highlights findings regarding hospitals presence on social media and how consumers are engaging with them through these avenues.  According to the article, only 1,500 hospitals have a presence within social media, witUntitledh the majority on Facebook followed by Foursquare and Twitter, noting that 47% of patients are likely to discuss their health on social media with doctors.

Research shows that a growing category of health seekers are becoming more confident in not just looking for health-related information but in sharing information about their condition as well.  People are likely to go online to find specific advice and avoid actually visiting a hospital until a condition becomes serious.

The implication for marketers? With more and more boomers and seniors utilizing social media it’s important to leverage an integrated marketing approach to reach your target market.

3. Worth Sharing Again: If you don’t subscribe to Ronni Bennett’s Time Goes By blog I highly recommend you do.  Her insights on boomers and seniors and navigating life’s many surprises and challenges are very entertaining and provide a window into the mindset of many boomers and beyond.  In her recent post entitled Old Age Better Than I Ever Expected Ronni shares thoughts on the trend of the media to focus on health concerns when it comes to seniors (dementia, being sick and the like) and the reality for herself and many that continue to be active and experience a high level of wellness.  Click here to read the whole post.

Mature Marketing Links of the Week – 7/8/13

Monday, July 8th, 2013

As our clients know, I love looking at data and seeing what it tells us. Looking at the analytics from our Twitter, LinkedIn and Facebook channels last week tells me … Short week and shorter attention spans! (grin)

We hope all our readers enjoyed a lovely holiday with family and friends. Now it’s back to business and Creating Results’ weekly round-up of helpful resources for marketing to matures.

1. MOST SHARED: A Georgetown report claims baby boomer retirements will create 55 million jobs by 2020 — 31 million opening up as these older workers step aside and 24 million new ones in such “silver” industries as health care, education and community services. The report by Georgetown’s Center on Education and the Workforce also includes a caution about the availability of workers with the needed training.Chart - Georgetown report showing fastest growing occupations needing higher education

“If the U.S. Congress can deal with budgetary challenges, we are on schedule for recovery,” says center director Anthony P. Carnevale. “But we will still face a major shortage of college-educated workers, especially as baby boomers retire.”

On Twitter, @AgeSmartEmploy added its own caveat: “Yes, if they retire.”

Read/download the report: http://bit.ly/16ZGEx4

RELATED: 6 lessons for marketers on “re-thinking retirement” http://bit.ly/IR6PtO


2. MOST CLICKED: How to choose the right video channel for your content. Jim Doughtery of Vocus breaks down the cost, size and options offered by YouTube, Vimeo, Google Plus On Air Hangouts and even Twitter’s Vine. He notes:

“Mobile video traffic takes up the majority of mobile bandwidth and 1.2 billion online videos are viewed everyday. And online videos are three times as likely to be socially shared than traditional content.

Not only is there compelling evidence that you should include video as a part of your content marketing arsenal, but there are a diverse group of video applications that you can use to reach different customer segments in different ways.”

Read the post: http://bit.ly/12fLV3H

We’d stress that YouTube is the channel most used by those over the age of 50. In fact, our recent Social, Silver Surfers research showed how familiar it is older  people. (Be first to know when the eBook is published later this month: http://www.creatingresults.com/socialsilver2013.)

Retirement community Fairing Way uses video to tell a larger story.RELATED: Several Creating Results’ clients are using video effectively for marketing.

* Fairing Way (hybrid CCRC / active adult) has become its own publisher, telling a more robust story than local reporters have time for. http://www.youtube.com/user/FairingWay

* Traditions of America (active adult) leverages YouTube to distribute testimonials. http://www.youtube.com/user/traditionsofamerica

* North Hill (senior living) illustrates both future improvements and today’s lifestyle. http://www.northhill.org/senior-living-ma-video-gallery

* The Charles Tufts Society (gift planning arm of Tufts University) builds confidence in bequests. http://www.youtube.com/watch?v=PD2lStkG1gM

Tell us what you’re doing with video! Share links in the comments section, below.



*As India’s population ages, brand owners waking up to potential loyalty and $$ power of over-55 set. http://bit.ly/1bins0V

* Infographic with some of the latest statistics on the use of direct mail. This data shows that 65% of people who receive direct mail purchase/engage. http://bit.ly/18IeXgl

* Chart shows why Americans pay attention to online ads. My beef with the data is that it tops out at 64 years old! Last I checked people 65+ were still buying and moving and traveling and … http://bit.ly/11vn2Tm


We would love to know what you took note of last week (other than Whoopie-Pies at the 4th of July dessert table). Please share your comments below.

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