Digital disruptions and the elderly – strategic adoptions for marketers

Abstract

Purpose

The paper discusses the potential of digital influence and the need to integrate technology-based platforms in the lives of older adults.

Design/methodology/approach

The author adopted “age” as a construct and discussed how the elderly in our society are adapting to the changing landscape of digital disruption. The study also highlighted some opportunities for marketers to focus on.

Findings

The author discussed in detail the presence of the elderly in the digital platforms and the need of the marketers to target this age group to generate business.

Originality/value

The paper introduced the necessity to understand and explore the under-explored segment of older adults. The study also deliberated various ways through which the marketers can actually drive business focusing on this section by taking care of only their daily needs and optimally utilizing the untapped opportunities of these platforms.

Citation

Ghosh, M. (2020), "Digital disruptions and the elderly – strategic adoptions for marketers", Strategic Direction, Vol. 36 No. 5, pp. 1-3. https://doi.org/10.1108/SD-10-2019-0208