To say that the over 50s is a neglected market would be the understatement of the decade. Dick Stroud has written this fascinating, fact-filled book on how to target this growing and extremely prosperous group. It is a veritable cornucopia of facts, information and guidelines. It is as good as an encyclopaedia and deserves to be a best seller."
Professor Malcolm McDonald, Emeritus Professor of Marketing, Cranfield School of Management
Chapter 10 : Interactive channels - myths and facts and unknowns
Life was so simple when communicating with customers was limited to advertising, direct mail, the phone and face-to-face meetings.
During the last decade the number of communications channels has mushroomed with the widespread adoption of e-mail, mobile messaging, interactive digital TV (iDTV), instant messaging and the multitude of services delivered via the Web.
It is vital that marketers understand how older people react to these new channels and why the aging process makes special demands on implementing these technologies.
This chapter discusses how aging affects people's use of technology and the implications this has on designing technology dependant marketing channels.
