Nowadays, most of time when we think about digital marketing strategy, the targeting customers are more likely to be millennial. In other words, since the idea of digital world is a relatively new concept, it is reasonable for us to focus on younger generations. However, research shows that older generation actually enjoys digital activities a lot. For instance, 40 percent of internet users over the age of 65 made a purchase online.
Few years ago, my parents would prefer to ask me to buy train tickets, movie tickets and other stuff online for them. But recently, they would love to learn how to use smartphone and start to buy things online by themselves passionately. The trend is quite clear, and it is obvious that older people will form a great customer base. And the question is, how to get their attentions by digital marketing.
First of all, I think we don’t need to largely differentiate between "younger generation" and "older generation". They are distinct in a lot of ways, but they are similar when it comes to sales, promotions, and holiday specials. To be more specific, if there is a huge sale online (much cheaper comparing to in-store), people will pay attention and be interested in it, no matter they belong to which age groups. On the other hand, we do need to make the website easy enough to access for everyone. It will take longer time for older people to learn new skills, so that the technique and content of websites should be user friendly -- don’t be too complicated. Also, we need to think about details, for example, older people may prefer looking at websites which have larger font sizes.
Step by step, our lives are digitalized in different ways. The more people engaged, the more we can benefit from this growing industry.
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