Between nearly two years of elevated public concern, the ever-changing digital landscape and the continuing shift toward consumer choice, marketing is far from a walk in the park for senior living operators. To the third point, these organizations must choose the right demographic areas on which to focus their marketing dollars and efforts. Logic might suggest casting as wide a net as possible and seeing how many people you catch, but in today’s marketing landscape this approach simply isn’t feasible – especially in senior living. There are just too many people, platforms and varying needs. Those who take a “throw marketing at the wall to see what sticks” approach usually watch their budget circle the drain. To quote Dan Shewan of WordStream: “’Everyone’ is not a demographic. A vague idea is not enough to compete in today’s ruthless business environment.” He continues, “Without detailed knowledge of your target market, you could be losing business to your competitors or missing out on opportunities to increase [occupancies].” Luckily, there are steps organizations can take to whittle down the massive scope of the aging population and their adult children to target the segment they can benefit most.