Bigger Than Me: Social Cause Marketing and Boomers

June 20, 2011

By Joe Ford

Summer isn’t complete without our family’s annual pilgrimage to Hershey Park.  This year while watching the kids enjoying the timeless Scrambler, it’s perhaps time for a lighter reflection on brands that are “doing well by doing good.”

How a visit to an amusement park triggers these kind of ponderous thoughts I’ll never know, but let’s just blame it on the Dippin’ Dots.   As we all mature, it seems there is a renewed interest among all generations (but even more markedly, among the 50+ contingent) in connecting with initiatives and brands that have purpose, and some intangible quality that I can loosely call “warmth.”  Have you noticed it in the air? Read the rest of this entry »

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Have we reached a new tipping point?

March 28, 2011

By Kathi Scharf

Last Monday my 65-year old mother called and calmly told me that she and my father were suing me for breaking up their marriage.

Dumbfounded, I cautiously asked “Why?”, at which point she told me that they had stayed up all night playing with the new iPads we had given them that weekend for their birthdays.

Laughing, she went on to share all the apps she’d installed, like CNN, QVC, Angry Birds, and four different poker apps, just to mention a few. This, from a woman who has a brand new laptop but still struggles to regularly find her Gmail account! Read the rest of this entry »


Moving Beyond the Coupon: Boomers Need More Than Bargains

November 5, 2010

by Jonathan Boehman

Deal sites. Discount sites. Clearance sites. Coupons, Groupons, and Gray Poupon–oh my.

Groupon's site has spawned a slew of copycatsDon’t get me wrong–deals and coupons can be great. And they’re a hot tactic for us online marketers right now because they lie at the intersection of the consumer’s painful awareness of the poor economy, the explosion of the social graph, and location-based services. But to just implement the tactic blindly–it’s a rookie mistake a lot of companies are making as they seek the holy grail of better user engagement.

These tactics can be a key piece of the puzzle, but they need to be built onto a solid strategic foundation. Read the rest of this entry »


eMarketer: Seniors Didn’t Catch the Wave

July 10, 2009

by David Weigelt

eMarketer released an article today titled “Few Senior Surfers Sighted.” “Not Internet-addicted?” That’s an interesting perspective. I don’t mean to suggest that seniors are “addicted” to using the Internet, but what this article infers is a bit of a stretch. The first element that piqued my interest is that it’s based on research from the Pew Research Center. Just six months ago, Pew published a pretty comprehensive study, titled Generations Online, indicating exactly the opposite of what eMarketer proposes: Seniors are responsible for the “biggest increase in internet use since 2005…While just over one-fourth (26%) of 70 to 75 year olds were online in 2005, 45% of that age group is currently online.”

Read the rest of this entry »


2009 Generations Online Report

March 27, 2009

by David Weigelt

The Pew Internet & American Life Project has released the 2009 version of its Generations Online report. As we suggest in our book Dot Boom, older generations are generally following suit with younger adults. Pew states, “Much as we watch demographic and age groups move up in degrees of access on our thermometers, we can probably expect to see these bars become more level as time goes on.”

A few takeaways include:

  • 70-75 year olds make up fastest growing segment of online users
  • Email most popular online activity for adults 64+ while email usage is waning for younger adults

Read the rest of this entry »


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