Estrategias de marketing para la Generación Silver en España: factores de éxito

Joan-Francesc Fondevila-Gascón; Óscar  Gutiérrez-Aragón; Pablo Moreno-Arrones Iglesias; Júlia Alabart-Algueró

doi:10.26441/RC23.2-2024-3538

Authors

Joan-Francesc Fondevila-Gascón Blanquerna-Universidad Ramon Llull https://orcid.org/0000-0002-6587-939X
Óscar Gutiérrez-Aragón Escola Universitària Mediterrani de la Universitat de Girona https://orcid.org/0000-0002-4417-6310
Pablo Moreno-Arrones Iglesias EAE Business School https://orcid.org/0009-0006-4601-8435
Júlia Alabart-Algueró Escola Universitària Mediterrani de la Universitat de Girona https://orcid.org/0000-0001-8694-3306

DOI:

https://doi.org/10.26441/RC23.2-2024-3538

Keywords:

communication, silver economy, older adults, marketing, consumption, advertising, strategy, company, business relationships, profile

Abstract

The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation.

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Author Biographies

Joan-Francesc Fondevila-Gascón, Blanquerna-Universidad Ramon Llull

Doctor en Periodismo y Ciencias de la Comunicación, Catedrático de Universidad, profesor e investigador en Blanquerna-Universidad Ramon Llull, EUM-Universidad de Girona, EAE Business School, Euncet-Universidad Politécnica de Cataluña, Universidad Pompeu Fabra y otras universidades. Director del Centro de Estudios sobre el Cable (CECABLE). Presidente de la Sociedad Catalana de Comunicación-Instituto de Estudios Catalanes. IP del Grupo de Investigación Sistemas Innovadores de Monetización en Periodismo y Marketing Digital y del Grupo de Investigación Periodismo y Marketing Digital y Banda Ancha. https://orcid.org/0000-0002-6587-939X, joanfrancescfg@blanquerna.url.edu

Óscar Gutiérrez-Aragón , Escola Universitària Mediterrani de la Universitat de Girona

Doctor en Administración de Empresas y Profesor e investigador en EUM-Universidad de Girona y en Universidad de Barcelona. Analista Económico e Investigador Principal de la Confederación Empresarial Veterinaria Española (CEVE), adscrita a la Confederación Española de Organizaciones Empresariales (CEOE). Miembro del Grupo de Investigación Sistemas Innovadores de Monetización en Periodismo y Marketing Digital. https://orcid.org/0000-0002-4417-6310, oscar.gutierrez@eum.es

Pablo Moreno-Arrones Iglesias, EAE Business School

MBA en EAE Business School. Miembro del Grupo de Investigación Sistemas Innovadores de Monetización en Periodismo y Marketing Digital. Sus líneas de investigación se centran en comportamiento del consumidor, marketing, finanzas y precios de transferencia. Profesionalmente, es analista de precios de transferencia en un departamento de finanzas, en el área de Tax. https://orcid.org/0009-0006-4601-8435, pablomorenoarrones@gmail.com

Júlia Alabart-Algueró, Escola Universitària Mediterrani de la Universitat de Girona

Máster en Dirección de Comunicación y Nuevas Tecnologías de ESIC y Universidad Rey Juan Carlos, y doctoranda en Comunicación en Blanquerna-Universidad Ramon Llull. Miembro del Grupo de Investigación Sistemas Innovadores de Monetización en Periodismo y Marketing Digital. https://orcid.org/0000-0001-8694-3306, julia.alabart@eum.es

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