PatronManager

It seems I'm on a roll with how the older audience uses the Web. Since the average age of our the audience that responded to our 2008 Arts Patron Tracking Study is 49, I like to focus on that age range.

This morning I noticed a small piece of research that had something in it that jumped off the page at me. Tell me if you see what I see:

  

OK, perhaps the green circle gives it away, but I find this a bit shocking. According to this DoubleClick study published in eMarketer, promotional emails are more effective in influencing adults over 55 to make a purchase than search engine result pages.

My theory here is that older adults don't do Google searches as frequently, nor are they perhaps as adept at them. If either of these are true, then e-mail marketing has become an even more important tool to use to market to an older audience.