The 50-Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies

Stroud, Dick

Published by Kogan Page, 2007
ISBN 10: 074944939X / ISBN 13: 9780749449391
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Synopsis: Baby boomers are the wealthiest, fastest-growing consumer group in the world, yet the market remains largely untapped by marketers. In fact, only five percent of worldwide ad budgets is geared toward older consumers while 80 percent goes to reaching 18- to 34-year-olds. Acknowledging that the 50-plus consumer market is foreign territory to many marketers, author Dick Stroud provides a how-to guide for key elements of a marketing strategy targeting boomers. His new approach to how companies can interact with older customers advocates age-neutral marketing strategies, ensuring the growing numbers of affluent consumers over the age of 50 aren't overlooked. Using research from OMD, the world's second-largest media communications firm in the world, The 50-Plus Market shows why the obsession with youth-centric marketing must end.

About the Author: Dick Stroud is the managing director of 20plus30, a marketing strategy consulting firm that advises companies about the business implications of population aging. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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Title: The 50-Plus Market: Why the Future Is ...
Publisher: Kogan Page
Publication Date: 2007
Book Condition: Good
Edition: Reprint.

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