The illusion of age People over 50 in the United States:
They outspend other adults in online spending by a ratio of 2:1.
They own 70% of the wealth.
And do you know how many companies target them in their advertising?
Few companies target customers over 50 What customers are we ignoring?
Companies often deprive themselves of customers who can afford the products . Today's fifty-somethings are technically savvy, they follow trends like anyone else. But according to Bob, social dictates force us to ignore them (so we can stay young and beautiful...). After all, how often do you see fashion ads with a model over 40? Even ads for anti-aging creams are often shot by suspiciously young women.
Take a step back from your own promotion. The next time you’re business owner database planning a strategy, ask yourself, “How much do standards and assumptions influence me?” They affect us all.
The quality of service is what matters , then we are willing to recommend the product – the product, not the brand. And if you are really good, people will talk about you, but they will recommend you offline, so you can't measure it. This doesn't mean that you should give up on marketing. It just means that you need to think about it in a deeper context.
The key is not high budgets or 24/7 Facebook communication. The key is to offer the customer an interesting solution. Take Prague's Brašnářství Tlustý as an example: they don't have PPC, nor are they in first place, but you can't order a Christmas present from them anymore, they're sold out... Their success is authenticity .
Marketing requires authenticity Marketing requires authenticity, not PPC
The photos shown are from a presentation by Rand Fishkin and Bob Hoffman .