Friday, July 01, 2005

Sticking Our Marketing Heads in a Hole?

Ageless Marketing gives us a thought worth pondering:

Does anyone else have a better explanation why only a reported 10% of marketing dollars go toward 50-plus markets despite the fact that these markets are larger than the 25-49-year-old market and represent two-thirds of all private wealth?

Is this just another example of "worldview" dominating the facts ... perception conquering reality? The movie line says to follow the money. If that's the case and if we want to create content that is contextually relevant to people with the money, then there should be more programming to appeal to the +50 segment. Is it that the creative people are young and just don't want to create boring old sedate stuff?

What's really going on here?


At 12:31 AM, Anonymous Troy Brumley said...

Dale, what about media growth? There are more outlets for marketing dollars, and (rightly or wrongly, I don't have any data on this) it may be that the dollars are skewed into more expensive venues where the younger crowd hang out: web, more cable channels, movies. The over 50 crowd may be the last bastion of newspaper and magazine advertising, which could be lower cost. Another idea could be that the over-50 crowd is believed to be less likely to make impulse buys. Troy.


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