The Six Key Psychological Elements for Longevity Marketing
Let’s take a look at the elements I use when formulating a marketing strategy, which effectively means figuring out “what to say and how to say it.”
Older consumers present an unprecedented opportunity for businesses of all kinds.
That’s because people over 50 currently tend to be lumped together in one large, undifferentiated bucket. Of course, that’s when marketers think about them at all, which isn’t often.
The vast demographic shift underway ironically reveals the inherent fallacy of overly simplistic statistical segmentation. This is why we’ve spent so much time exploring beliefs because they’re the foundation of psychographic – or psychological-based – marketing segmentation.
If you’re a digital marketer, you may think of segmentation as finding and noting classifications within an existing audience. Here, I’m using the term in the broader sense, which means choosing a specific segment of the entire market to build an audience and business around.
This psychological approach transcends mere interests or life stages as the basis for effectively communicating with older adults. Those elements are necessary, of course, but only play a relatively small part in the overall mix of psychographic ingredients for an engaging marketing recipe.
Before we dig into how to develop your own winning psychographic profiles of your ideal audience, you need to understand each of the components, how they differ from each other and interrelate, and what factors influence actual behavior when it comes to getting prospects to take action.
Let’s take a look at the elements I use when formulating a marketing strategy, which effectively means figuring out “what to say and how to say it.” Some of these are standard psychographic components that savvy marketers typically use, and others are aspects of my own unique approach. The key point is they’re all psychological, not demographic.
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