Silver and Gold-Seniors Hit the Web in Droves
In this article written for the summer 2006 issue of LIMRA’s MarketFacts Magazine, Tooker first covers the demographic and psychographic makeup of the mature market, pointing out that seniors are, in reality, multiple segments that think and act in different ways. He then covers the available research on the rapidly increasing use of the Web by seniors, and provides concrete advice on how to configure a Web site that is targeted to reach them, by segment. Finally, he provides 20 specific rules of engagement that detail how to communicate with them, strategically, tactically and creatively.
Although the magazine itself was written for the life and health insurance industry, the information and advice is appropriate to all industries that sell to seniors. 2006 Atticus Award, Relationship Marketing Award of Merit.