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Twitter, the current media darling, is not effective with older consumers.  Online video such as YouTube, no longer the new kid on the block, is growing its audience across all ages.  That's the bottom line from two recent reports, and useful data for marketers deciding where to invest time/money to motivate Boomers and Beyond. eMarketer shares the results of LinkedIn/Harris…

Golden Gateway Financial released some sobering news last month:  the number of older Americans who will delay retirement past age 70 has doubled, thanks to today's economic challenges.  The report also states that half of all seniors' net worth has decreased by 10 to 30 percent. The problem is that time is not on the side of older workers who are…

"It's getting awfully tricky to advertise to this audience."  So says Mark Dolliver in an AdWeek article that offers insights into how to reach 65+ consumers.  The author does a nice job of sharing and explaining recent research.  Todd Harff is among the experts he spoke to for perspective and strategies. For Sandra Timmermann, executive director of the MetLife Mature Market Institute,…

British researchers have theorized that working past retirement age can delay dementia.  The Boston Globe theorizes that this may be a benefit to older Americans forced to continue working.  On one point there is no question: Since the start of the recession, more people nearing or just past retirement age have opted to stay in the workforce. Polina Vlasenko, a researcher…

Kia's marketing team may be aiming their efforts at "young non-conformists" (see coverage in MediaPost and BNET) but their average owner is aged 52.  (One year younger than the industry average and firmly in the Baby Boom generation.) The ad for the Soul is actually a nice example of ageless marketing.  The message of non-conformity and fun speaks to all…

This just in! People of different ages respond differently to advertising! Now that we’ve got your attention … Lightspeed Research and the Internet Advertising Bureau have released the results of a recent survey to see what kind of ads grab attention online. The results show key differences by age group that should guide marketers. As MediaPost summarized, “The survey found…

Neat case study and analysis by Boomer marketing expert Brent Green of a wonderful Mutual of Omaha campaign.  Consumer testimonials + videos = emotional relevance.  As "professor" Green puts it, "the Mutual of Omaha’s campaign [is] quite wise in the context of much national stupidity. It’s a nuanced and integrated branding program that appropriately portrays older people as relevant, passionate…