One way to target older consumers with online marketing could be via social networking.

A growing number of older people are now taking advantage of social networks, according to industry magazine Web-User, and this could prove an opportunity for targeted online marketing.

Benn Camm-Jones, news editor of the magazine, has suggested that social networking sites are no longer reserved for students and children and are now becoming an accepted way for older generations to interact.

"There is certainly an interest from the older community in social networks – the keeping up with friends aspect and the sites that go down the Friends Reunited route are popular," he explained.

Social networking website Facebook has 70 million active users worldwide and was rated the sixth most trafficked website in a recent survey by comScore.

An online marketing platform on the site allows tailored adverts to be shown to users based on information in their profiles.

How can social networking be integrated into an online marketing campaign?

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