September 24, 2009

How To Reach Middle-Aged Dutch Consumers

This is the fifth document in the "Driving Consumer-Centric Media Strategies" series.

by Mary Beth Kemp

with Kim Le Quoc, Christine Spivey Overby, Alexander Hesse, Jean-Yves Lugo

Executive Summary (This is a document excerpt)

Middle-aged consumers account for one-third of the Dutch population. They are well-connected and avid media users. They are also careful researchers and tend not to trust advertising. So talking them into buying a product or a service can be quite a challenge. To increase awareness and build preference for researched goods, such as financial services, with this group, marketing leaders should anchor their Web sites in consumers' broader purchasing journey and use it to personalize the experience. You will also want to focus on increasing customer advocacy — i.e., the perception that the firm does what's best for customers, not just what's best for its own bottom line — in order to boost positive feedback and referrals in consumer reviews and social networks.

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