The older generation is too often segregated from the digital world. Brands frequently use a person’s age as a gage for their digital activity: the lower it is, the more active they are.

As such, many brands with an older audience tend to use traditional marketing methods. Whether they’re offering care homes or mobility solutions, brands tend to opt for ‘safe’ advertising options, like newspaper features, posters and radio messages.

However, are these brands ignoring a large section of their audience?

How many older people are online?

Many brands neglect just how many older people are digitally active. Research from the Office for National Statistics shows that 42 per cent of those 65 and over use a computer everyday — up from just nine per cent in 2006. In addition, the research showed that 40 per cent of internet users over the age of 65 made a purchase online.

If your website was a bricks and mortar store, you wouldn’t serve just 60 per cent of the customers — so why would you exclude such a large proportion from the digital landscape?

Targeting an older generation

For many brands, the older generation is not excluded on purpose. In many cases, the brand simply does not know how to cater to them.

SEO

SEO is an important factor in any brand’s digital marketing strategy. When targeting an older generation, your SEO requirements will change.

In general, older internet users tend to use more blunt and direct search phrases. For example, an older user may simply search for the word ‘jeans’. However, a younger user may add in more item specifics, e.g. ‘Levis black jeans’.

On-site copy should reflect this difference in search terms, remaining relevant and useful. Copy should be clear and informative too, with all points fully expanded.

Ease of use

Simplicity is key when it comes to optimising a website for older users. In fact, a well-designed website can make the difference between people using or leaving your site, no matter their age.

As an older audience may not possess a great deal of IT knowledge, a website that is too busy or complicated can alienate them. Instead, keep things slick and simple, minimising the number of steps required to make a purchase.

It’s also important to take your user’s personal needs into account. Take the TSB site for example: the large font sizes and eye-catching colours make it perfect for users with eyesight problems. Such considerations are crucially important to improve the usability of your site.

PPC

Targeted pay per click (PPC) campaigns can be incredibly useful for maximising sales and driving services — if they are carried out at the correct times!

When setting up a PPC campaign, think about when your audience will be online. If your audience is retired, chances are they’ll spend more time online during the day than a thirty-something user in full-time employment.

You can find out exactly when your users are online through tools like Google Analytics. Use this data to your advantage and target your ads when most of your customers are online.

 

By Adam Wakes, Marketing Manager for TK Encasa. 

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