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Today we went live on Amazon and iBooks with the latest e-book in our "Social, Silver Surfers" study of Boomers' and seniors' digital marketing preferences.

This one-of-a-kind proprietary national study of 40+ers began in 2010. That first Social, Silver Surfers effort resulted in a small PDF that captured what older adults like / don’t like about websites and social media. Creating Results repeated and expanded our research in 2013, this time publishing an Amazon e-book which captures the data and related marketing recommendations.

The most important result, however, has been the improved effectiveness of our client’s digital marketing programs.

We’ve also received positive feedback from those who are targeting Baby Boomers and seniors in a variety of industries. These marketing pros tell us their ROI improved by applying the tips from Social, Silver Surfers.

That motivated us to go even further with this new e-book.

When we're designing websites for older adults, a client sometimes will ask, "Can it have ____? I saw it on such-and-such's website and it's so cool!"

I'm a creative person so I like cool.

But I like results even more.

What's cool and trendy can, at times, actually turn off the baby boomers and seniors our clients are trying to attract. These mature consumers don't want fuss and bother. They want functional, easy-to-use tools that help them make decisions and take action.

That said, there are two "trends" I think are relevant to our older adult targets.

Happy Monday! Each week we explore the mature marketing stories and insights from the past week that had people talking. This week, we explore McKnight’s Senior Living’s four lessons learned in the wake of the recent cyber attacks and a survey from eMarketer regarding trust (or lack of) in self-driving cars.

Have something to share? We'd love to hear from you, so leave your thoughts in our comments section.

Every Monday, we recap the most engaging content from the previous week.

This week, we take a look at a MediaPost article that breaks down characteristics of the different generations of media consumption. Also, an article posted on the National Public Radio website explains how age discrimination in the workplace has become digital.

Happy Monday! Each week we explore the mature marketing news that received the most interest and clicks the previous week. This week is all about mobile marketing.

First, we'll explore mobile usage among boomers and seniors by way of a report from Edison Research, and then we'll take a look at mobile marketing as it relates to what MarketingSherpa found were the most disliked advertising avenues.

MOST SHARED

This past week I was thrilled to join the Mid-Atlantic 55+ Housing Council to share opportunities and insights for marketing 55+ communities to the mature consumer. I always learn so much when I join the council, and this event was no exception.

Sit back and enjoy your fresh brew while we round up the "most clicked" and "most shared" 50+ marketing content from the past week.

Most Clicked: Scientific Proof that Happiness is for the Aging

Carolyn Gregoire of The Huffington Post gives us a snapshot on how life is better as you age. Gregoire expands on this scientific proof by acknowledging our culture tends to correlate youth with happiness which, she says, “couldn’t be farther from the truth.”

According to research and the author: “80 percent of life’s defining moments occur by the age of 35 – suggesting that there may not be much to look forward to in the second half of life.” College years, getting married and having children are pivotal moments in our lives and most of us experience this before 35.

How is it possible our happiness peaks after these landmarks?

With snow bearing down on the East Coast of the United States, we stay warm with a recap of last week's top links for mature marketing professionals.

MOST CLICKED: Ziegler Hotline Polls Find Labor Shortages a Hot Topic

Our friends at Ziegler Investment Banking report that senior living CFOs are feeling the pressure of staffing shortages.

For the past decade, Ziegler has gathered insights from senior living CFOs through CFO HotlineSM surveys on a variety of topics. In their February "Z-News," Ziegler recapped some of those findings. Our audience seemed particularly interested in the takeaways about labor shortages.