Market segmentation: successfully targeting the mature population by Robert Snyder
Marketing to mature adults is a vital activity for any organization catering to the active-aging market. What complicates things is knowing how to appeal to this burgeoning demographic, and knowing when nontraditional marketing messages come into play.
Forget mass marketing
Organizations interested in appealing to the mature population typically mass market to it. But older adults are not all the same. To be effective, marketing should be tailored to each segment of the 62-plus demographic.
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