The Confluence of “Mature Marketing” and B-to-B MarComm

Conference attendees, mature marketing and B-to-B buyersIn recent years, a seemingly endless stream MarComm literature has been published focusing on how to communicate effectively with different target groups. 

Whether it’s seniors … baby boomers … Gen-X or Gen-Yers … minority populations … B-to-B or technical audiences, marketers have all sorts of helpful advice coming in from all sides.

The more I’ve been reading this material, the more I’m seeing confluence rather than divergence. 

For example, there’s a high degree of commonality between marketing to “mature” consumers and B-to-B audiences.  The overlap is huge, actually.

Consider these aspects of crafting strong MarComm messages that make good sense for both B-to-B and mature audiences:

  • Sticking to the facts about products or services.  Both audiences tend to make judgments and decisions based on “information and intelligence” rather than “emotions or peer pressure.”
  • Providing lots of content.  “More is more” with these audiences, which tend to be far more voracious in their reading habits and appreciate the availability of copious information.
  • Avoiding “hype” in MarComm messages.  These audiences have “seen it all” and aren’t easily bamboozled.
  • Avoiding “talking down” to these audiences.  They are experienced people (and experience is the best educator); they have good instincts, too.
  • Designing communications so that these audiences will stick around and absorb what marketers have to say.  This means avoiding small type, garish colors and gratuitous design elements … not to mention the slow-loading graphics or animated visual hi-jinks that pepper too many websites.

None of this is to contend that emotions don’t play a role in driving purchase decisions.  But the reasoning processes that mature audiences and B-to-B buyers use to filter and evaluate MarComm messages are far more consequential than any “creative” aspects of the message platform could possibly deliver.

It would be nice if more marketers would remember this when crafting campaigns that target the “thinking” audiences out there.

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