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1 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Social and Digital Marketing Trends Impacting Retirees and Baby Boomers Buying Behavior Presented(by(Kelly(Bose/( CEO( (CEA(Marke8ng(Group(
2 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Why Focus on Retirees and Baby Boomers? 89% of seniors 65+ have personal and use it regularly (Nielsen) Adults 50+ spend an average of $7 billion online annually (SeniorNet). 72% of adults and even 47% age 73+ shop online (Forrester) 41% of Internet users and 27% age 65+ say they watch videos online (Pew) The Internet is the most important source of information for baby boomers when they make major market purchases, such as automobiles or appliances (Zoomerang) The top four online websites for people over 60 are Google, Facebook, Yahoo and YouTube (AARP)
3 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Why Focus on Retirees and Baby Boomers? (cont d) 65% of all adult Internet users engage in social media. In 2011, baby boomers increased their usage of social media by 60% (WSL/Strategic Retail) Mobile usage is still developing among Boomers and seniors: 29% use a smartphone regularly (compared with 48% of the general population), and 19% regularly use a tablet (compared with 25% of the general population). Those who use mobile devices engage in a variety of activities, including looking for information, making purchases, and visiting websites of interest
4 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Within 5 years, 50 percent of the U.S. population will be 50 and older Boomers make the most money and they spend what they make -Nielsen 2012 report (
5 Current Trends Impacting This Audiences Buying Behavior CEA Marketing Group Inc Nursery Rd. Clearwater, FL
6 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Content Marketing Quality over Quantity
7 Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable consumer action CEA Marketing Group Inc Nursery Rd. Clearwater, FL info@ceamarketing.com
8 Boomers have spent their whole lives being inundated with advertisements They re used to seeing advertisers push tactics without strong strategies behind them Marketers now have to focus on distributing information that will resonate with consumers because of its relevance and accuracy Marketers have to focus on content marketing if they want to connect with this audience and sway them to become customers CEA Marketing Group Inc Nursery Rd. Clearwater, FL
9 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: WCI Communities Blog WCI Communities focuses on providing interesting, useful information that relates to their audiences interest. On top of posting about fun events, they also have seasonal and lifestyle posts.
10 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Personalization No Two Are the Same
11 One crucial mistake companies are making is lumping all Baby Boomers and retirees into one static category Baby Boomers and Retirees are not just seniors These consumers still view themselves as young CEA Marketing Group Inc Nursery Rd. Clearwater, FL
12 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: Engle PURL campaign To really connect with their target audience, Engle Homes contracted CEA Marketing to create a personalized campaign that incorporated personalized direct mail pieces and online survey pages.
13 CEA Marketing Group Inc Nursery Rd. Clearwater, FL
14 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Isn t Dead 89% of seniors 65+ have personal and use it regularly -Nielsen
15 CEA Marketing Group Inc Nursery Rd. Clearwater, FL (has(long(been(used(to(target(consumers,(but(it s(not( enough(to(just(send(out(automated( s(anymore.(
16 Forrester(Research(found(that(49%(of( seniors((consumers(who(are(66(or( older),(rely(on(personal( s(to(direct( them(to(sites,(compared(to(28%(of(nonq seniors( CEA Marketing Group Inc Nursery Rd. Clearwater, FL
17 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: WCI Communities In order to promote their Family Stars contest, WCI Communities worked with CEA Marketing to send out s to each community that used video capabilities to provide an interesting and engaging user experience.
18 CEA Marketing Group Inc Nursery Rd. Clearwater, FL The Rise of Big Data and How Marketers Use it A Wealth of Information at Your Fingertips
19 Big data refers to the ever-increasing volume, velocity, variety, variability and complexity of information. For marketing organizations, big data is the fundamental consequence of the new marketing landscape, born from the digital world we now live in CEA Marketing Group Inc Nursery Rd. Clearwater, FL
20 CEA Marketing Group Inc Nursery Rd. Clearwater, FL ( ( ( ( ( ( The(Data(has(Never(Been(so(Big( online(purchase(data,(geotarge8ng(capabili8es,(retarge8ng(campaigns,(social( media(interac8ons,(behavioral(targe8ng,(etc.(( All(this(adds(up(to(a(huge(amount(of(informa8on(just(si/ng(at(marketers ( finger8ps((
21 ( ( ( ( ( ( ( ( ( ( Once(you(understand(what(aspects(of(your(campaign( this(target(demographic(is(responding(best(to,(you(can( op8mize(your(campaign(to(get(even(greater(results.( ( CEA Marketing Group Inc Nursery Rd. Clearwater, FL info@ceamarketing.com
22 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: Retargeting Campaigns Retargeting campaigns use cookies to follow consumers after they leave your site and show them your ads on other websites they visit. By focusing on showing ads to consumers who are already familiar with a brand, marketers can see a higher ROI
23 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Integrating Digital Campaigns into All Aspects of your Marketing Mix Fitting the Pieces Together
24 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Up(un8l(this(point,(marketers(were(mostly(content(with( allowing(their(different(social(media(channels(stand(alone(( BUT( (it(is(becoming(necessary(to(integrate(this(data(and(behavior( into(the(rest(of(the(marke8ng(efforts(in(order(to(successfully( engage(consumers(
25 ( ( ( ( ( ( ( Leveraging(the(data(gleaned(from(consumers (behavior(on( social(media(will(allow(marketers(to(create(a(more(personalized( approach(to(reaching(these(consumers((( CEA Marketing Group Inc Nursery Rd. Clearwater, FL info@ceamarketing.com
26 While(53(percent(of(Boomers(are(on(Facebook,(fewer(are(using( millennialqtargeted(sites(and(smartphone(apps(such(as( Instagram.(This(makes(it(all(the(more(important(to(ensure(that( all(your(social(media(tools(are(linked(and(easily(found(in(one( place(( CEA Marketing Group Inc Nursery Rd. Clearwater, FL
27 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: K. Hovnanian New Home Love Campaign K. Hovnanian Homes New Home Love campaign stretched across several different mediums including radio, direct mail, , and social media in order to reach their consumers at every touch point.
28 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Improve SEO with content that goes beyond traditional SEO tactics It s About More than <h> Tags
29 CEA Marketing Group Inc Nursery Rd. Clearwater, FL If(companies(want(to(be(seen(by(this(demographic,(they(will(need(to(improve(their( SEO(by(crea8ng(relevant,(original(content(that(is(consumed(and(shared( socially,(such(as(on(constantly(curated(blogs.( Crea8ng(content(that(resonates(with(this(target(demographic(not(only(stands(to( improve(seo,(but(also(provides(an(opportunity(for(companies(to(demonstrate( the(value(of(their(brand(to(poten8al(consumers.((
30 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: Search Engine Marketing Campaign Search engine marketing (SEM) campaigns focus on promoting websites by increasing their visibility in search engine results. This is done primarily by improving content, optimization and advertising.
31 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Real-Time Marketing It s All About Timing
32 RealQ8me(marke8ng(is(about(reaching(consumers(when(they re( ready,(not(when(it s(convenient(to(you.( CEA Marketing Group Inc Nursery Rd. Clearwater, FL
33 With(over(half(of(this(demographic(on(Facebook,(there(is(a( clear(opportunity(to(reach(with(consumers(on(their(news(feed( (where(most(people(interact(with(brands(on(the(( social(network)(( CEA Marketing Group Inc Nursery Rd. Clearwater, FL
34 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: Taylor Morrison Esplanade by Siesta Key Event For Taylor Morrison s Esplanade by Siesta Key event, CEA Marketing kept the brand s Facebook followers aware and engaged by posting live event updates.
35 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Consumer Engagement Talk With Them, Not At Them
36 CEA Marketing Group Inc Nursery Rd. Clearwater, FL This(demographic(strongly(relies(on(using(the(Internet(for(research(before(making( large(purchases( This(presents(adver8sers(with(a(strong(opportunity(to(reach(them(on(the(digital( front(in(deep(and(meaningful(ways((( One(important(way(to(do(this(is(through(live(chat(or(by(encouraging(users(to( contact(your(company(via(facebook((
37 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: K. Hovnanian In order to address customers needs quickly, K. Hovnanian implemented a live chat feature where users can get answers as soon as they need them.
38 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: Facebook management In order to stay engaged with this audience, marketers have to constantly manage and maintain their social media channels, such as Facebook. Our own social media expert spends upwards of 35 hours per week managing, creating, and finding new content to share along with answering any customer questions.
39 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Stay Visual Engage Them on All Levels
40 CEA Marketing Group Inc Nursery Rd. Clearwater, FL (Photos(make(up(50(percent(of(news(feed(stories(on(Facebook( Posts(with(photos(are(the(bestQperforming(post(types(on(Facebook( Adding(interes8ng(images(to(offers(and(ads(can(help(increase(user(engagement( amongst(this(target(demographic(and(drive(them(to(take(ac8on(((
41 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: Grand Palm Facebook Posts Visually appealing posts have proven to have a higher user engagement rate on Facebook than text only ads. Grand Palm understood that their Boomer-age residents were highly interested in community activities, therefore their Facebook posts tend to feature several photos of these activities.
42 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Media Fragmentation A Screen for Every Task
43 Big(trend(that(marketers(are(preparing(for(( Consumers(are(using(more(and(more(devices(to(gather(their(informa8on.(Adding( interes8ng(images(to(offers(and(ads(can(help(increase(user(engagement(amongst( this(target(demographic(and(drive(them(to(take(ac8on( CEA Marketing Group Inc Nursery Rd. Clearwater, FL
44 CEA Marketing Group Inc Nursery Rd. Clearwater, FL ( Boomers(and(re8rees (mobile(usage(is(s8ll(growing:( 29(percent(use(a(smartphone(regularly((compared(to(48(percent(of(the(general( popula8on),(and(19(percent(use(a(tablet(regularly((compared(with(25(percent(of(the( general(popula8on)(
45 CEA Marketing Group Inc Nursery Rd. Clearwater, FL YouTube(videos(are(s8ll(tradi8onally(watched(on(larger(computer(screens(( A(2013(study(done(by(AARP(and(Google/Ipsos(MediaCT(found(that(watching(online( videos(has(the(effect(of(pushing(this(demographic(to(take(further(ac8on(( 75(percent(of(Boomers(and(68(percent(of(seniors(take(ac8on(afer(watching( a(video,(including:( 1. visi8ng(a(retailer/store((57(percent)( 2. calling(a(business,(store(or(organiza8on((37(percent)( 3. searching(online(for(more(informa8on((35(percent)( 4. forwarding(a(link(or(video(to(someone((41(percent)(
46 Example: WCI Communities Youtube Videos CEA Marketing Group Inc Nursery Rd. Clearwater, FL
47 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Example: Responsive Websites With users engaging with brands on multiple screens and devices, it s important for companies to have responsive websites that look beautiful on any screen. Otherwise, customers might be put off by non responsive sites that simply shrink to difficult-to-read sizes on smaller screens.
48 CEA Marketing Group Inc Nursery Rd. Clearwater, FL Remember: 1. Content(Marke8ng( 2. Personaliza8on( 3. ( 4. Big(Data( 5. Integra8ng(Digital(Campaigns( 6. Improve(SEO(with(Quality(Content( 7. RealQTime(Marke8ng( 8. Consumer(Engagement( 9. Staying(Visual( 10. Media(Fragmenta8on(
49 Questions? CEA Marketing Group Inc Nursery Rd. Clearwater, FL
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