Mature Marketing Links of the Week – Senior Happiness and the Power of Twitter
Happy Monday! Let’s jump right into the mature marketing stories that had people talking last week. Have something to share or add? Please note in the comments below.
1. MOST CLICKED
There was a lot of interest in a recent article by Shift Communications, which shared ideas for how to effectively leverage Twitter’s Tailored Audiences functionality. Tailored Audiences was launched by Twitter in December of 2013 as a way for marketers to use tracking cookies to target subscribers who had visited their website.
The article highlighted new features which allow brands to expand their reach, including using email databases, to identify additional brand enthusiasts within the Twitter realm. One such example provided was to create an audience using email addresses to promote exclusive offers/news through Twitter. Because of increased relevancy among this segment you can more effectively encourage a desired action.
Privacy concerns among boomers and seniors is one thing to keep in mind when leveraging Tailored Audiences. While using this as a part of an integrated marketing strategy can be effective, remember to include reminders that people are receiving offers and news because of their previously expressed interest in your brand.
2. MOST SHARED
What makes us happy changes as we get older. This is the focus of a New York Times article and associated study that drew a lot of interest this past week. At the heart of the study was understanding why interests and desires tend to change as we age.
According to the article:
For young people trying to figure out who they want to become, extraordinary experiences help establish personal identities and are therefore prized, said Amit Bhattacharjee, the lead author of the study and a visiting assistant professor of marketing at Dartmouth College. As people become more settled, ordinary experiences become central to a sense of self and therefore more valued.
The article goes on to note that for seniors, the feeling that time is limited causes an increased desire to focus on the things (and relationships) that are most meaningful. For mature marketing professionals, knowing that time with loved ones is highly valued can help when positioning the unique selling points of a brand or organization. Learn more about the study here.