As a marketing guru, Karl Andre Talbot has spent many years helping companies redefine their promotional and advertising strategies to expand markets, acquire new customers and achieve strong brand recognition. In fact, Talbot has become so dedicated to advancing business development efforts through marketing solutions that this concept has become the cornerstone of his company TALK Enterprises. Although TALK Enterprises follows modern trends, practices and solutions to achieve business growth for clients, Talbot explains that this firm provides much more, as the TALK staff works to provide in-depth analysis of what companies need to succeed in today’s market.
For example, Talbot explains, “Most businesses today, especially those that are startup ventures, have been steadily relying on the low-cost, high-return techniques found in online marketing. While online marketing, whether it involves SEO or social media, can deliver strong results for a small investment, TALK Enterprises makes sure that clients do not put all their eggs in one basket by solely relying on web-based solutions. Internet marketing can establish a great consumer culture, but we help clients also recognize the benefits of other forms of marketing, whether they come from live events, television commercials or print advertisements.”
While many may criticize the continued reliance on traditional forms of marketing, Talbot explains that this comprehensive approach not only helps expand markets to their fullest potential, but—in the long run—it can help consumers change the way they approach advertising. To illustrate this point, Karl Andre Talbot highlights a recent article from Forbes that reveals senior citizens—and the companies that target them as consumers—are beginning to become a new segment of the online marketing practice.
Forbes explains, “Though Madison Avenue largely forgets seniors in general, they are now a demographic grossly overlooked on social media. Those 65 years and older are changing: they are living longer, are more active and becoming increasingly literate online. Not only does this age group have 47 [times] the net worth of households headed by those 35 and older (according to AdAge), but they are now the fastest growing users of social media. These days, they don’t just have an email account, but they are searching on Google, browsing Facebook newsfeeds and watching YouTube—sometimes from their iPad.”
Talbot responds, “While it is great for marketers that they have an expanding online market to cater to if they are trying to reach senior citizens, it is even more interesting that these older consumers are willing to embrace new media. Although some may be quick to use these statistics as reason to dismiss traditional marketing, I believe it is important to see that without conventional forms of advertising, this impressive consumer transition would have never occurred. In addition to personal influences, television and print media has made social media much more approachable to the older consumer and has encouraged them to embrace it. Therefore, looking at the bigger picture, it is clear that all forms of marketing play a role in promoting one another.”
And the most incredible figures, according to Talbot, reveal just how popular social media is becoming among senior citizens. The article states, “More and more classes are being held to train senior citizens on how to use online tools like Facebook, and one in five of these users will log on for an hour any given day. The Pew Research found that 13 percent of adults 50 years and older are already using Twitter and estimate this figure to only continue rising.” While Talbot and the Forbes article celebrate the growth in senior citizen activity in social media, another important question that follows is how to market to this select demographic through the Internet?
Talbot explains, “The steady growth of social media use among senior citizens reveals that the activity was not just one sudden burst of activity, but one that is developing and will continue to develop. As such, we can easily determine that more and more senior citizens will enter this platform and advertisers will quickly have to figure out how to accommodate this unique type of user.”
According to the Forbes article, some companies have figured out how to breakthrough to this segment of the online consumer community. For example, the article details the efforts of notable brand AARP and reveals, “According to the AARP, ‘the top four online activities for people over 60 are Google, Facebook, Yahoo and YouTube,’ and the organization has tailored their social media similarly. The content on their Twitter, Facebook, and YouTube accounts is targeted directly to their older members, with posts often referring to members’ grandchildren or offering helpful tips for staying healthy. They are relating and connecting directly with their target market just as any other brand is connecting with us. With 62,000 Twitter followers and over one million likes on Facebook, they are connecting with senior citizens more than some other brands with younger demographics.”
For Karl Andre Talbot, AARP is a great example of how successful marketing towards older consumers through social media can be. However, Talbot also explains that AARP is one brand that has consistently been aligned with the senior citizen population, leaving it hard to decipher how other brands can break into the online marketing space when advertising to older users. Although Forbes recognizes that many brands are having trouble breaking into the space, it suggests that it is not necessarily impossible. Talbot explains that it is most critical for brands to reassess their strategies to pay attention to needs that are specific to older consumers, not those that are typically associated with younger consumers.
While this may prove true, Forbes notes that marketing toward older consumers is not necessarily that complicated. It reveals, “…besides type of content, the same principles apply in creating a social media marketing plan: have a focused target, engage with users, listen carefully, and commit to frequent use. Brands must also narrow their target focus—knowing whether they are targeting senior citizens or their children.”
“Online marketing is a constantly evolving part of the industry, and one in which new changes show up every day that marketers and brands have to adjust to. As senior citizens become more active in the online space, it will prove much easier for brands to form comprehensive strategies to attract these types of consumers,” Karl Andre Talbot concludes.
Karl Andre Talbot is the innovative and driven founder of TALK Enterprises, a comprehensive business development firm that stands to offer solid services in marketing, technology and entertainment. As a seasoned professional of the marketing world, Talbot has had the ability to lead this company to success since its inception in 2010. Although TALK Enterprises serves a diverse set of clients from multiple industries, all efforts under the firm are designed to meet the same goal—to produce unprecedented business growth and opportunities.