Resources - Mature Market Headlines

Going beyond clicks: How to engage 50+ customers online

Selling to Seniors (registration required), 5/15/09

Abstract:

With the Internet, it’s easy for marketers to measure their success by the numbers -- page views, clicks, and open rates all show how many people are viewing a message or taking a specific action.

But do these numbers really tell you what consumers feel about your brand or whether they would recommend it to a friend?
It’s time to develop a new measurement for online marketing success, state the founders of Immersion Active, an Internet marketing agency focused on the 50+ market. In their new book Dot Boom, David Weigelt and Jonathan Boehman argue that marketers need to start building online campaigns that inspire consumers not just to purchase a product or service, but to go one step further and become a company’s most powerful ally -- a brand advocate.

"It’s more than just a numbers game," Weigelt tells STS. "It’s about putting the power into consumers’ hands to share with others."

The advent of online communities, social media and interactive tools make the Web a powerful medium to deliver authenticity, build trust and motivate consumers to share their passions with others. But few companies are truly seizing the opportunity, Weigelt and Boehman say. Too many firms still see the Internet through the lens of traditional marketing and media planning.

The fact is marketing is no longer a one-way conversation. Online, consumers are already having conversations about brands, products and services that they’re passionate about. It’s up to brands to find out how to jump in and help shape the conversation.

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