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4_18_16_MarketingTools

Each week we share mature marketing insights and articles that capture the eye and create conversation. Let's take a look at those pieces that did just that over the last 7 days.

MOST SHARED: "Let's get back to the basics" is a phrase that I heard repeatedly when studying what would become my passion and profession (and something I share with clients even today when discussing how best to position their communities and offerings).

A recent article served as a great reminder that while marketers must work harder to keep up with the ever changing times, that the overall psychology of marketing hasn't changed at all ...

Top 50+ marketing links of the week focus on Gen X

Each Monday, our team collects a few "top links" related to marketing to older adults and shares them on the Mature Marketing Matters blog.

MOST CLICKED: Give a shout if you're a member of Generation X. A little louder? A little louder? Hmmm. I still can't hear you.

The problem isn't with your voice.

It's with advertisers' ears.

The Gen X cohort (disclosure: my cohort) has been largely ignored by marketers of all ages. Born between 1968 and 1979, we're not as rowdy or large as the cohort that came before us, the Baby Boomers. We're high-tech, low-maintenance and we're entering our peak earning years (or should be).

And yet, as Robert Klara wrote in AdWeek:

3_28_16

Today's roundup has a senior living emphasis -- we touch on the trend of people entering senior living at an older age and the need for engaging the teams that serve them. BONUS non-senior-living item at the bottom of the post!

MOST CLICKED: Models for senior healthcare must evolve to respond to the increasing number of people entering senior living at older ages.

This was a key point of discussion at the Spring Investment Forum of the National Investment Center for Seniors Housing and Care (NIC), and it was the item that most caught the attention of 50+ marketing pros last week.

3_22_16

My Creating Results colleagues call me the “Email Queen.” While I relish the idea of wearing a tiara, the main reason I have been dubbed as such is that I LOVE email. And more importantly, I’ve seen how powerful email marketing can be in driving new leads to action.

In this blog post we will explore how your organization can leverage email to not only reach your mature consumers, but move them through the purchase funnel to action.

But first, the answer to the question I know is on the top of everyone’s mind: “Beth, if we are selling to boomers and seniors, should we even use email marketing?”

3_21_16

Today's round-up of top posts for marketing to older adults is like a "choose your own adventure" novel.

Feeling business-like? Check out the insights into marketing preferences via MarketingSherpa. Curious about mortality? The CDC's stats on centenarians should interest you. Ready for a good cry? Grab your hankie and listen to Maurice Sendak's words of wisdom.

MOST CLICKED: How do Baby Boomers want to discover and then learn more about products? And how do their preferences differ from that other big cohort, the Millennials?

CR-BLOG_rental

There is a new trend in the housing market within the 50-and-over age demographic: Rentals.

Per a new study, conducted by the Joint Center for Housing Studies of Harvard University, there is a rising number of middle-aged home renters.

According to the report, America’s Rental Housing, “recent declines in homeownership rates have lifted the number of middle-aged renters.” In fact, over the last decade, the number households occupied by middle-aged renters increased from 10 million to 15 million. As a result, the 50-and-over demographic accounted for over half of renter growth from 2005 through the third quarter of 2015.

Baby boomer using cell phone

Happy Leap Day! The calendar is generously giving us a few extra hours -- use them to catch up on work, for folly, for whatever.

In that spirit, we'll try to give you a little something extra in this weekly round-up of the links that rose to the top with boomer and senior marketing pros in recent days.

MOST SHARED: Creating Results' Director of Media Strategies has a talent for making complex media changes more easily understood ... and acted upon.

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