Zielgruppe 50plus: Marketing im demografischen und digitalen Wandel

Seniors, Best Agers, the target group of 50 plus, or Silver Surfers, are often referred to as such. They represent incredible consumption potential, and more and more companies are recognizing the opportunities in this large growth market. At the same time, our society is in the midst of a digital transformation. This also has significant consequences for communication and consumer behavior, and thus for marketing: media usage is changing, power dynamics are shifting, and communication channels are being redefined. This book aims to encourage decision-makers to abandon traditional thinking and initiate overdue changes in marketing. It illustrates how to connect the opportunities of demographic and digital change and prepare your company for digital marketing in our aging country. Because: a consistent digitalization in marketing, while simultaneously focusing on the growing market of Best Agers, promises a future of growth and competitiveness.