The growth of Silver Surfers using the internet will far outstrip the growth of 18-25 year olds online this year (Hitwise 08). Brands that use their web presence to engage with, and engender trust and confidence in these new time and cash-rich online consumers have a lot to gain.

So how do you build a positive online relationship with the older market?

Make sure that your brand has a good online presence
Hard to credit, but there are still brands who don’t have any online presence, or simply see their website as an add-on. The online environment is fiercely competitive – if your brand’s not there demanding Silver Surfer attention, someone else’s will be.

Create a site that they can use
Consider accessibility issues such as loss of sight, memory and mobility. Test your site with your audience group - you might get some surprising feedback.

Embrace current online trends
2.0 is a great platform to encourage product discussion and recommendations. It can turn consumers into brand ambassadors and Silver Surfers can be powerful opinion shapers and formers.

Don’t alienate your target audience
Make your site content relevant and valuable and push it out to them. Advertise on their space.

Be reassuring
Give your audience confidence that they’re in the right place and provide assurances that it is safe and effortless buy online.

If you would like to discuss how we can help your brand stay competitive in this emerging market then why not drop Lindsey an email.