Product Description
181 slides
The current demographics of developed economies reveals an unprecedented opportunity to meet the needs of mature consumers, a segment that has traditionally presented a challenge to marketers.
The mature consumer is not one cohesive unit. Rather, there are many types. Until recently marketers struggled to address this heterogeneous segment with success. Now, for the first time, technology is allowing segmentation down to the level of the individual. The internet has multiplied the number of opportunities for communication, not only at the consumers but with them. These advances in technology are allowing for business models that were simply not possible only a few years ago.
At this stage, much of the publicly available literature still makes generalizations of a group who are diverse and don’t seem to gain significant value from traditional marketing approaches. We have identified a number of trends that are shaping the over fifties market. We also have located market exemplars from industries that are capitalizing on new market opportunities in ways that can be applied to Over 50s. Of particular interest are the trends and success stories surrounding platform-based business models. We explore in depth the nature of platforms, their evolution, and what it takes to make a platform successful.
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