042 - How Marketing is Failing the Modern Mature Consumer

Show notes:

• The 85+ age group is the fastest growing. There are more people 65+ than under age five. This is a huge missed opportunity for brands not talking to the 50+ cohort.
• 60 million U.S. adults are between age 50-70: lots of spending power
• Peter Pan syndrome in advertising world
• Wendi has been in DRTV since 1997 - and it's a lot of selling to women
• 07:23 We are not data driven only because of the digital age, DR has been data driven since long before there was digital
• 07:30 It has always been women purchasing on TV and in retail so why aren’t we honing in and speaking to them more?
• Marketers are not reaching mature consumers effectively mainly because ad agencies skew so young
• 9:30 Too many marketers assume people watching CNN are on their way to assisted living
• 9:50 Programmatic - ad fraud - billions wasted per year
• 9:55 Voice is the future - voice is natural for all age
• 10:25 What should marketers do to reach the 50-70 group with voice?
• 10:55 "I've fallen and I can't get up" - famous ad was original voice technology - necklace to send help
• 11:53 As people become elders they need voice to contact loved ones and order prescriptions
• 12:10 Bezos - Amazon pharmacy play - smart
• 12:20 Voice for assisted living - ideas where older people will understand and use the technology
• 12:50 Voice is even more intuitive than an iPad, but who is the teacher? This matters.
• 13:15 50-70 year old market who are thriving - Flash Briefings for this group would be great (Wendi will create one)
• 13:55 How do you market your Flash Briefing? The challenge here is widespread for all ages.
• 14:50 As soon as you are able to create content you can drive people to a destination (e.g. Wendi put the first URL instead of an 800 number in a commercial)
• 15:15 A TV commercial to drive awareness of the 60+ Alexa skill would work - Wendi feels this is necessary to bring mass awareness to voice
• 16:00 Super Bowl ads about Alexa
• 16:10 "Go get the Alexa skill" is the new download the app or visit the website

5:11 Wendi is a consultant for the mature audience because brands get it wrong

Ad agency ageism stats via Ad Age:

• In 2017, the majority, or 63 percent, of workers in advertising, public relations and related services were under 45 years of age, according to the Bureau of Labor Statistics.
• The median age in the category was 39.2—roughly the same as a decade earlier. (By comparison, the median age in accounting, including tax prep, bookkeeping and payroll services, was 45.)
• Broadly speaking, age bias accounts for nearly a quarter of overall complaints against employers.

Here are some great Alexa skills for seniors from Heidi Culbertson's company Ask Marvee:

https://askmarvee.com/alexa-skills-public/

Get in touch with Wendi Cooper:

wendicooper.com - Speaking of Age

https://www.facebook.com/cspottalk

LinkedIn - Wendi Cooper: https://www.linkedin.com/in/wendicoopercspottalk/

YouTube: Wendi Cooper: https://www.youtube.com/user/cspotrundirect

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