“All purchase decisions are made by people.” Gavin Finn, CEO of Kaon Interactive, wrote in a recent article. “While data science and analytics have become an essential element of every modern marketing arsenal, it is wise to remember that people make all purchase decisions.” He goes on to say, “Even in business purchases, the individual decision-makers are subject to the same …
50+ Marketing Happy Hour Event Recap
Thank you to all of the local marketers and business owners who joined us at Google’s Chicago office on Thursday, August 25 for our happy hour event – Untapped: The 50+ Marketing Opportunity in Digital. Coming of Age, Lever Interactive and Google each shared insights into identifying and connecting with the 50+ markets using digital marketing. The presentations were kicked off …
Advertising to Boomers: Early Adopters will be too late
By Barry Robertson – In the Golden Age of cheesy sci-fi movies, scaly mutants in low budget rubber costumes, claymation monsters and rear projection creepy-crawlies ruled. One of our favorites is the 1954 Toho Film Company classic, Godzilla, starring a prehistoric dinosaur with a seriously bad attitude due to being awakened by H-bomb testing. Sure, anyone would be irked but, …
Baby Boomers Clearly Into The Fall And Winter Of Life Stages
Today, the oldest Boomers are 70+. The core needs and maturational changes in values, views and behaviors of 70-year-old Boomers are not materially different from those of 70-year-olds in the past. Boomers’ differences from previous generations are more differences of style than of substance. The core needs that are part of what defines us as human beings, such as self-actualization …
Coming of Age Named Leading Email Marketing Agency
Coming of Age has once again been recognized for our outstanding services by research firm Clutch, this time for our email marketing leadership. According to Clutch’s press release, the research identified fifteen of the top email marketing agencies from all over the world. A company’s ability to use email campaigns effectively are an important part of a larger digital marketing …
Understanding Ageless Marketing
By G. Richard Ambrosius – It took the 70th birthday parties of a few thousand leading edge baby boomers for corporate America and the mainstream media to wake up to the fact that the median age of adults in the US increased by about a decade while they weren’t looking. Today, articles and conference topics on boomers proliferate, but understanding …
To Connect With Baby Boomers, Be A Servant Marketer
By Jim Gilmartin – Contemporary theories of marketing are increasingly defined in the context of collaborative relationships between a marketer and customers that operate on behalf of meeting needs of the latter. But honoring this idea is often problematic because a continuing focus on sales quotas pressure marketing and sales staff to concentrate more on making deals than on helping …
Boomer Spending Power: Chicken Little, Pollyanna and Wile E. Coyote
by Barry Robertson – Chicken Little and Pollyanna spar over Pew data There’s an old story about the corporate CEO who insisted all analysts present their findings to management with one arm tied firmly behind their backs. The boss was tired of wishy-washy reports that concluded “on the one hand … but on the other hand.” Legendary or not, when a Pew Research Center report proclaimed The American Middle …
Boomers Revolt! No Ad-taxation Without Representation
By Barry Robertson – Each year April 15th, Tax Day, is marked by op-eds observing the event – occasionally with a nod to another famous date with a taxation back-story: April 19, 1775 – when the opening shots of the American Revolution were fired at Lexington and Concord. Things had been going downhill since 1765 when the British parliament decided …
How To Connect With Baby Boomer Women
By Jim Gilmartin – In a recent Marketing Daily commentary, “Advertising’s Gender Problem: Some Brands Are Starting To Get It”, author Jean Freeman writes, “But here is another sad reality about advertising today: Women control an estimated 85% of purchasing decisions in this country, yet over 91% of them feel like advertisers don’t understand them. Recently, the objectification of women in advertising …