They are often called seniors, best agers, target group 50plus or silver surfers. Behind them lies unbelievable consumer potential and more and more companies are recognising the opportunities offered by this large growth market. This also has considerable consequences for communication and consumer behaviour and thus for marketing: media use is changing, power relations are shifting and communication channels are being redefined.&nbsp,This book aims to encourage decision-makers to abandon traditional thinking and to initiate radical change processes in marketing. It shows how you can combine the opportunities of demographic and digital change and make your company fit for digital marketing in our ageing country. Because: Consistent digitalisation in marketing with a simultaneous focus on the growing market of Best Agers promises a future with growth and competitiveness.