Friday, February 25, 2005

What older people want from advertising: A primer

David Wolfe, author of the blog "Ageless Marketing," has been running an excellent series of essays this week concerning the differences between the young and the middle-aged when it comes to what appeals to them in marketing campaigns. Part 6 of the series is up today, for example, and details something I've talked about at my main journal in the past - how the customer experience changes with age, so that the emphasis is more on enhancing one's emotional life, rather than the simple pursuit of owning more things. The entire series has been fascinating, and is highly recommended for small-business owners who are primarily targeting an older customer base.