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of the population, they need to market based on their preferences for receiving information and their engagement behavior rather than attempt to apply a one size fits all strategy to reach them. In 2011, a multi-million dollar financial services provider commissioned an independent study to determine how modestly affluent to very affluent boomers and senior clients are engaged (a sage move given that US Census data reveals that affluent households are the fastest growing segment of the population). The results illuminated valuable senior consumer insights for industries interesting in capitalizing on this market. The largest percentage of those engaged (34%) report they were engaged through word of mouth recommendations from family, friends and colleagues, which Kennedy and Kessler suggest is indicative of the value of incentivizing customer satisfaction (via welcome gift packages, newsletters, special reports, client appreciation events, formal referral rewards programs, and seasonal gifting, for example ) for existing financial services customers, as they lead the way in generating new business within their peer group. Thirty-three percent of senior/boomers were engaged through offline media advertising and direct mail marketing (i.e., educational seminars and workshops), which reinforces the theme of DM as the optimal vehicle for senior/boomer engagement, promotion, and retention. Fifteen percent were engaged through non-event-related media exposure, via TV, radio and print advertising. Of those surveyed, not one was engaged by online media or SM, a clear signal that this demographic can be engaged and then, in turn, become brand ambassadors within their social sphere, if they are engaged through the appropriate channels. The backstory on the progressive statistics for seniors and internet usexi reveals that while the number of seniors online has increased in the past decade, the majority do so to stay in contact with others (email), and that they are averse to using it to find services or professional assistance, and especially disdainful of having their information harvested for online marketing campaigns. Cognizant of the inextricable role the internet plays in modern life and enterprise, the authors concede that an online presence is essential to creating brand legitimacy, but also point to the study as a reaffirmation of the fundamental credo of effective marketing: if you want to reach your audience, you have to speak to them in their own language. A sentiment nicely expressed by bestselling author and marketing guru, Seth Godin, One option is to struggle to be heard whenever youre in the room. Another is to be the sort of person who is missed when youre not. The first involves making noise. The second involves making a difference.
highly sensitive information, revealing that from Millennials to Centenarians, consumers prefer more traditional approaches. According to the Bureau of Economic Analysis (BEA)xiii, the services sector, which comprises 70% of the economy, grew 3.7%, making it the leader in GDP growth (from 2003 2005). And while the U.S. trails countries like China in manufacturing, we lead in service industries such as finance, real estate and health care. For service industries looking to revitalize their DM campaigns, companies like Pro Marketing Leads can be instrumental in creating a diversified and customer-centric approach that produces results. Pro Marketing Leads gives healthcare and other service providers the tools they need to engage consumers, through providing targeted lists tailored for optimal customer engagement.
http://www.toprankblog.com/2008/04/direct-marketing-social-marketing/
:
http://techlunatic.com/2011/06/direct-mail-versus-social-media-marketing/
iii
http://techlunatic.com/2011/06/direct-mail-versus-social-media-marketing/
iv
http://socialmediatoday.com/jcsocialmarketing/452958/facebook-still-effective-marketing-tool
and
http://allfacebook.com/facebook-page-17_b73948#idc-cover
v
http://techlunatic.com/2011/06/direct-mail-versus-social-media-marketing/
vi
http://socialmediatoday.com/jcsocialmarketing/452958/facebook-still-effective-marketing-tool
vii
http://socialmediatoday.com/jcsocialmarketing/452958/facebook-still-effective-marketing-tool
viii
http://www.census.gov/prod/cen2010/briefs/c2010br-09.pdf
ix
http://www.marketing-trends-congress.com/content/who-senior-consumer
ii
x xi
http://www.reuters.com/article/2012/12/11/us-usa-health-rankings-idUSBRE8BA1D220121211 http://www.pewinternet.org/Reports/2012/Older-adults-and-internet-use.aspx
xii