Saga opts for silver generated content
Thursday, 01, Nov 2007 10:25
Saga, the insurance and holiday company for the over fifties, will be harnessing user generated content as part of a new marketing strategy.
The company is soon to fully launch its new social networking site, Saga Zone, which will tap into the web's user generated content (UGC) trend for a more distinguished demographic.
Saga Zone users must be over 50 and the initial feedback from a four-month trial run has been positive with 13,000 registered users so far.
As with other UGC sites such as Bebo and Facebook, Saga Zone members create profiles as a means to contact people in other networks and engage in online discussions.
Online advertisers are cottoning on to the benefits of marketing through networking communities as campaigns can be better targeted to audience types.
Paul Green, Saga spokesman, said: "Older people aren't shy of using the internet - they have a verve for life that applies online as well as offline.
"Thirteen thousand is just a drop in the ocean - in theory the membership is practically limitless. Social networking isn't going to be for everyone, but the feedback so far has knocked our socks off."
A Direct Marketing Association spokesman said last month that email marketing has proved itself to be a top notch strategy.
