The senior market in Australia is rapidly expanding, with the number of Australians aged 65 and over projected to double by 2057, reaching 8.8 million. This demographic shift offers significant opportunities for businesses in healthcare, financial services, technology, travel, and retail.
Today’s seniors are more tech-savvy and connected than ever, actively using the internet for information, social connections, and shopping. By tailoring marketing strategies to meet their unique needs and preferences, businesses can tap into this lucrative market segment.
With the right approach, companies can effectively engage with senior consumers and drive substantial growth. To capitalise on this potential, it’s crucial to understand the essential dos and don’ts of marketing to seniors.
Dos of Marketing to Seniors
Do: Use Clear and Respectful Language
- Avoid using slang and jargon (e.g., “YOLO,” “FOMO”)
- Use straightforward and simple language
- Refer to seniors as “older adults” or “seniors” instead of “elderly”
- Ensure your message is clear and easily comprehensible
- Focus on respectful communication to build trust and create effective marketing messages
Do: Personalise the Customer Experience
- Train your staff how to offer the best experience to senior customers
- Offer product recommendations based on their needs
- Send personalised messages and offers
- Develop services tailored to senior needs
- Regularly check in with seniors to offer assistance
Do: Simplify Your Digital Presence
- Design with simple, easy-to-navigate layouts
- Use larger fonts and clear icons
- Provide straightforward, step-by-step guides
- Reduce clutter and limit options
- Include voice commands and virtual assistants
- Offer easily accessible customer support
- Streamline sign-up and login processes
Do: Offer Value and Incentives
- Provide educational materials on relevant topics
- Offer special discounts and deals tailored for seniors
- Create programs that reward frequent purchases
- Host events on topics of interest to seniors
- Send free samples of products that may interest them
Don’ts of Marketing to Seniors
Don’t: Underestimate the Digital Savvy Seniors
- 75% of seniors use the internet.
- 61% of seniors own a smartphone.
- 70% of seniors make online purchases.
- 82% of seniors use social media.
- Use digital channels to effectively reach and engage seniors.
Don’t: Rely Solely on Automation
- Automation lacks empathy and understanding
- Seniors may find automated responses frustrating
- Human interaction builds trust and satisfaction
- Combine automated support with in-person help
Don’t: Ignore the Decision-Making Power of Seniors
- Seniors often make their own purchasing decisions
- They have significant purchasing power
- Direct marketing messages to seniors themselves
- Addressing seniors directly acknowledges their autonomy
- Tailored messages to seniors’ needs and values are more effective
- Targeting caregivers alone can miss the actual decision-makers
Don’t: Overcomplicate Your Marketing Messages
- Use plain language
- Be direct and get to the point quickly
- Keep sentences short
- Use images and icons to support text
- Highlight the benefits clearly
- Use a consistent format with headings and bullet points
Case Study: Transforming Seniors First’s Online Presence
Discover how Webbuzz revolutionised the digital presence of Seniors First, a top Reverse Mortgage broker in Australia.
With a comprehensive digital strategy and fresh web design, Webbuzz increased online leads by 724%.
Learn how targeted messaging and optimised UX effectively connected with Australian seniors, driving significant business growth.
Explore the full case study for a step-by-step transformation and impressive results.
