New White Paper Reveals How to Capture Boomer & Senior Markets Online
Have you heard that web sites and interactive media are lost on boomers and
seniors? Then you haven’t read Interactive Design Preferences of 50-Plus Users,
a white paper prepared by interactive services company Immersion Active.
Recently presented at the Direct Marketing Association Mastering the 50+
Marketplace conference in New York on April 25th, and again at the New England
Direct Marketing Association Conference on June 14th, the white paper is the
first comprehensive document to explain the internet marketing considerations
all companies must understand when trying to capture the mature market.
And Kurt Medina, direct marketing consultant and featured speaker at the DMA
conferences, couldn’t be happier. "Immersion Active has put forth web site
how-to information for the 50+ consumer that people need to know, and that has
not been available in any one concise place before," said Medina, "which is why
I felt it was critical to present it." Medina will present the white paper again
at the next Mastering the 50+ Marketplace conference to be held in San Francisco
on October 25, 2006.
Company web sites that do attract boomers and seniors do quite well online,
bringing in purchases that totaled $7 billion last year alone. Design and
usability considerations for 50+ users, with respect to not just attitudes and
preferences, but also inevitable physiological and cognitive degradation, had
yet to be explored in full. The white paper can be downloaded directly at
www.immersionactive.com.
"From Presbyopia to Parkinson’s, from macular degeneration to muscle problems,
there are site content architecture, contrast, imagery and layout factors that
can no longer be ignored by businesses trying to capture the wealthiest
demographic in history," says Immersion Active partner David Weigelt.
He adds that "building a ‘50+ friendly’ web site does not mean that you have to
alienate a younger audience. When implemented correctly, you can have it both
ways."
While design guidelines alone are not the magical solution for bringing home the
50+ consumer, they do provide a strong starting point for drawing in prospects
and converting them to customers. Immersion Active is currently exploring other
interactive channel research, including a study of the online advertising
preferences of the 50+ group.
Founded in 1998, Immersion Active is the only US interactive agency to
comprehensively address the needs of the mature market through web sites,
CD-ROMs, and DVDs, as well as e-marketing campaigns that incorporate banner
advertising, search engine optimization and marketing, and email. The recipient
of more than 70 awards for their work, Immersion Active is focused on proving
that solid interactive marketing can be exciting, ageless and effective. Learn
more at www.ImmersionActive.com.
All of the above text is a press release provided by the quoted organization.
TheMatureMarket.com accepts no responsibility for their accuracy.
By
M.B. Date
03-07-2006
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