50+ Web Surfers (944 words)
Web surfers age 50 or older are the fastest-growing demographic for online music sales, according to a recent Media Metrix study.
Online marketers should take notice of this growing number of Web-savvy seniors. Trendiness won't work for a group that has been setting trends for decades. Candace Corlett, senior partner at 50+ Marketing Directions, advises to shift your marketing messages from 'cool' to 'smart.'
"Whirling, dancing, animated stuff is great for the younger set, but generally silly to the senior surfer," she says. Media streams and flashy graphics aren't going to reach this set.
"Emphasize service over price. The 50-plus crowd has cash to toss around online," says Corlett, who adds the caveat, "They have no problem going right back to those brick-and-mortar stores if the online experience falls short."
One of the more anticipated features of advertising via mobile phones is the fact that voice and e-messaging can be synchronized. If you're interested in an offer or have more questions, simply push a button, and you can be speaking to a real person.
E-mail marketing company Xchange Inc. has partnered with ACP Interactive to provide the same type of instantaneous multi-channeling via conventional e-mail.
The "call me" button is a small image file imbedded in a personalized HTML e-mail. When clicked, the user is prompted to enter his or her name and phone number. Within seconds, the phone is ringing, the user is prompted to push the pound button and a live representative comes on the phone ready to talk to the customer.
Service on the Block
Service, not price, was predicted to be the definitive driver for online sales this holiday season. No one would hanker too much on price as long as the products were delivered on time. But, consumers may be more price-sensitive than online merchants assumed.