News & Events

Marketers 'should target their consumers more effectively'

Date posted:

2nd June 2008

A survey has shown that marketers are not targeting certain age groups effectively.

New research has shown that UK marketers are not efficiently targeting the over-50s in their campaigns, reports Precision Marketing.

The study, carried out by marketing agency Millennium, found that some 75 per cent of over-50s surveyed thought that the advertising for their age group presented them as infirm or immobile, with incontinence products and false teeth cited as examples.

However, the research also found that this age group viewed online marketing as the most influential channel, suggesting that more should be done to target this market.

Millennium managing director Fiona Hought said the over-50s are more aware of advertising than many marketers believe.

"The research indicates that the influences of the mature market are changing, but it seems marketers are failing to adapt and communicate effectively, if at all, to cash in on the grey pound. Marketers need to focus efforts on using the right channels to present clear and targeted messages to attract potential consumers," she said.

Millennium is the UK's only advertising and direct marketing agency to specialise exclusively in the over-50s market. The company was established in 1996.

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