Objective:This study focuses on the issue of the digital divide among older adults in Iran and aims to identify and prioritize the critical success factors of elderly-oriented digital marketing. With the rapid expansion of digital services and the increasing role of technology in social, economic, and service interactions, a considerable proportion of older adults have been excluded from effective participation in the digital environment due to cognitive, cultural, and skill-related limitations. Accordingly, the primary objective of this research is to develop an indigenous framework for designing and implementing digital marketing strategies tailored to the needs, capabilities, and characteristics of Iranian older adults, thereby facilitating their digital inclusion and reducing the technological gap.

Methodology:This research is applied in terms of purpose and descriptive–analytical in terms of methodology. In the first stage, the initial factors influencing the success of digital marketing for older adults were identified through a systematic literature review and an examination of relevant national and international studies. Subsequently, the Fuzzy Delphi Method (FDM) was employed to validate, screen, and prioritize the identified factors. In this process, the perspectives of experts in digital marketing, information technology, and gerontology were collected and analyzed using fuzzy logic in order to determine the significance and degree of consensus regarding each factor. The application of the Fuzzy Delphi approach reduced ambiguity in qualitative judgments and enabled a more accurate identification of the final critical factors.

Findings:The findings indicate that the success of digital marketing for older adults is not solely dependent on technological infrastructure development; rather, it requires simultaneous attention to human, communicative, and cultural dimensions. The results reveal that factors such as simplicity and readability of user interfaces, ease of service use, trust-building, information security, and privacy protection play the most significant roles in older adults’ acceptance of digital services. Furthermore, gradual training, continuous support, designing content compatible with older adults’ needs and capabilities, and the use of clear and comprehensible messages were identified as other critical success factors. The findings also demonstrate that cultural differences, levels of digital literacy, economic conditions, and geographical location directly influence the way older adults utilize digital services. Therefore, generalized digital marketing models designed without considering the specific characteristics of older adults are likely to exhibit limited effectiveness. The study further emphasizes the importance of human-centered design and the creation of trust and supportive experiences throughout the digital service delivery process.

Conclusion:The results of this study suggest that the development of digital marketing for older adults in Iran requires the design of indigenous, simple, trust-oriented, and educationally adaptive models. Addressing the real needs of older adults, reducing service complexity, providing appropriate support, and strengthening security and trust can significantly enhance the digital participation of this population group. The findings also indicate that the success of digital marketing strategies in the aging sector depends on the effective integration of technological capabilities with human and social considerations. The outcomes of this research may assist policymakers, digital service providers, and researchers in designing age-friendly digital services and marketing strategies, while also contributing to narrowing the gray digital divide and improving older adults’ interactions with emerging technologies.