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Millennials maximizing their online shopping potential

Reacting with gusto to the dramatically evolving patterns for spending money via the Internet, Millennials are spending like no other generation before them. New research indicates that those born in the ’80s and ’90s are outspending any other age group – both in stores and online.

 

Letting go of money

 

The study show that Millennials are the most likely of generations to drop $50 in the US or 50£ in the UK when they have a chance to so, no matter if shopping at home online or in person in the actual store. Generation Xers and Baby Boomers are not spending quite as much as the latest generation to have fully evolved into adulthood. Most likely, once Gen Z fully comes of age, this fully digital native batch will lead the pack in spending as well, as indicated by statistics on those born in the new century who have already joined the workforce and are spending like it.

 

Brand loyalty

 

By a small margin, young people of the Millennial generation are also most likely among the age groups surveyed to support particular companies when they felt their products, services and mission were aligned with their own. Millennials are also more likely to add more items into online carts when they are satisfied by the services provided by a company they like.

 

Subscription box boost

 

In the US, more subscription box business models for starting online income generation based around a particular niche were more popular than in the UK. The trend carried through for all generations. This popular multi-step model outlines how to go from idea to income, based on one’s Internet connectivity and networking skills for finding customers and giving them what they want.

 

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How to maximize your megaphone

Congratulations on the publication of your article! Is your PR placement online, in print or both? Have you emailed it to the right people and broadcast it far and wide on social media? PR placements play a vital role, but limited bandwidth and a greater number of competitors facing the same concerns means that audiences are smaller, so you’ll have to push more buttons to have the same effect as yesteryear.

 

Resend, and make it resendable

 

The go-to way of spreading messages for PR firms and just about everyone else who want to be heard is of course online, and that of course means efficiently using the right social media platforms. Instagram, Facebook, YouTube and Twitter are the key places to focus on. Make sure to tap the right influencers for enhancing your key message in your placement, so a wider range of followers and potential customers can be reached. Both quality and quantity matter in terms of platforms for effectively dispersing matters whenever you are extending the reach of an article, advertorial, advertisement or other campaign material with a message people want to hear or you want them to hear.

 

Go ahead, paraphrase

 

Short and effective rewrites are easy ways of enhancing main messages with a minimum amount of work that goes far, and maximizes SEO potential, while drawing a greater range of data seekers to your article. Just about everything except for the link can be worded differently. Similarly, original 1-2 sentence summaries with a link to the original article can be placed on various social media sites to boost readership.

 

Your good work on display

 

In a world logged on, an unplugged, classic and professional approach stands out in unique and powerful ways. Easels, frames for walls and portfolios are just a few ways of enhancing easy and elegant access to attractively presented PR placements, without needing to open your smartphone or laptop.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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Determining why and how social media matters

New studies this year are telling us what we all know like never before: the impact of social media is significant and growing in many aspects of human life, including buying and marketing of, well, just about everything, now that you ask.

 

Everybody’s doing it

 

Despite a small but significant group of conscientious objectors and an increasingly smaller segment for whom IT is still beyond reach for economic or cultural reasons, social media usage continues growing unabated. Just under half of respondents in a new study reported that they have upped their online portfolios over the last half a year. Businesses know this, and are all the reminded by the potential digitally generated windfall each time a new statistic like this comes out. Ninety percent of these firms are convinced of the significant benefits of maintaining a strong social media presence. Yet they remain unsure of what this means exactly and how best to exploit this new market.

 

Not everyone’s benefitting

 

Seven out of 10 social media marketers believe they are sharing essential information and tips on how in-house teams can develop beneficial strategies. Yet almost 5 out of 10 struggle to meaningfully contribute to the developing pans that help meet their company’s goals and key needs, including positively impacting profits. While the technology and communications norms of everyday social media usage are just beginning to seem understandable, verifying their net impact on various economic aspects of life remains difficult to track.

 

Give the buyers what they want

 

One study of similar demographics produced two years apart delivered results indicating just how challenging it is to reach out meaningfully to audiences and potential buyers. The first study indicated interest in posts making overt reference to sales and discounts, but the response for this same topic this year was much lower. That part of the PR business never changes: trends are just that, and the truly successful messages and campaigns need to highlight something timeless and beyond the interests of the day.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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The rise of brand storytelling

Stories are more easily remembered than statistics and facts alone. Stories stimulate our neural activity. Stories also impact the brain’s sensory cortex. Such are just a few facts related to how stories do a better job than facts alone (but, of course, still very much need them). The union of facts and heart-stirring narratives is called brand storytelling, a phenomenon rapidly gaining currency among digital marketers, aka digital storytellers and content marketers.

 

The future of marketing

 

Brand storytelling capitalizes on and represents the nearly inevitable outcome of several trends, including buyers trusting information coming from fellow customers than from companies, the tendency to edit out advertisements from daily news feeds and streaming sites, the quest for authenticity in brands, decreasing brand loyalty, and the nature of the trend-setting, digital-native Gen Z.

 

Sponsoring values, not products

 

Advertisers are rebranding themselves as value-focused, which has always been be a tough sell. Creating interest in goods and services without blatantly looking like you’re selling them may not be a new challenge, but is an increasingly relevant one to meet in a world awash with information and multiple channels for exposure. Influencers are found attractive by their followers for their character and integrity, not their over loyalty to particular brands, let alone for being mouthpieces for sales and specials of the day.

 

There’s no publicity like free publicity

 

If the best stories write themselves, the most unscripted of plot twists can have the happiest of endings in terms of PR value. Which is to say, the best things in life are free. When a very obviously 21st-century coffee cup looking like it was from Starbucks worked itself into a bar scene from the premium streaming series “Game of Thrones” the gargantuan error generated for Starbucks what one industry expert valued to be no less than US$2.3 billion in free advertising. Some stories are too good to be true, and the great ones are too serendipitous to have been made up.

 

The Human & Digital Communications Agency

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Content marketing that matters

For digital marketers, content is more than sum of its parts and SEO, of course. It’s also linked to integration. Ideally, good content spans departments, picking up the best contributions overall. Some marketing experts suggest interdepartmental teams meet regularly to get all the right verticals working in the best ways, cross-pollinating in ways that enhance the ability of any business or organization to share its key messages with others.

 

Content that virtually self-disseminates

 

With attractive campaigns and messaging that takes into account the main objectives of key experts and stakeholders, the content created and posted and shared companies and spread by influencers will resonate more naturally and be in a better position to achieve success.

 

Content as stories told well

 

This blurs the lines between news articles and videos and advertisements in ways that can more easily be capitalized on, when storytelling devices and keywords are synched in ways that add up to better, more memorable customer experiences. Indeed, the fullest interaction with buyers now involves feedback from and interaction with in ways richer than envisioned just a couple of years ago, now that social media application is becoming more sophisticated among digital marketers. And big data facilitates sharing of what customers want and value in terms of interest and bottom-line spending.

 

Content that keeps giving

 

A key component of content marketing today takes into account how buyers want more interesting stories, and generated from fellow end users, or through less overt advertising, and more of an entertaining but informative approach. For example, a car manufacturers will help customers stay up to date on the latest restaurants, travel hotspots and other destinations within reach by automobile. For public relations professionals, semi-promotional articles and soft sells that don’t explicitly promote products create ever-widening circles of sells friends and contacts whose products and services are more directly talked up in these articles, and who will remember you next time.

 

The Human & Digital Communications Agency

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Digital marketers, are you listening?

Podcasts have become widely popular in a short amount of time in the US. About 75% of trendsetting Generation Z – people born from the mid-1990s to the early 2000s – pay for a streaming or music service, compared to six out 10 among the not all that older Millennials (a third of whom say they listen to at least one podcast daily). Commuters and workers are coming more and more to value multitasking and making efficient use of time. This is indeed the Information Age, as a new study among on the popularity of podcasts in the US indicates.

 

Giving reason to radically rethink ideas related to digital distraction and shorter attention spans, Millennials are focused more than other age group on education podcasts, and along with Gen Zers are 5 percent more likely to play podcasts for motivation related to professional development than Gen Xers and Baby Boomers. The two younger generations were also more likely to listen to podcasts of 26 minutes, compared to older generations. Significant majorities in all generations believed that podcasts helped them in terms of intellectual growth. Older generations still saw them more as gadgets associated with downtime rather than the platforms for learning they have also become thought of among younger Americans.

 

Spreading the word

 

Most podcast fans want to share, but desire easier technology allowing for sharing snippets of sound rather than links requiring some fine tuning to get to the best sections. Spotify, Apple Podcasts and web browsers were cited as the most popular platforms for podcasts. Nearly a full tenth of the entire adult US population listen to at least one podcast a month, a trend that has shown significant increase. Good listeners are indeed out there, for anyone sharing the right messages…

 

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Sports influencers making lots of smooth moves

After a slow start compared to other marketing fields, sports marketing has taken off, and shows no signs of slowing down. Industry experts cite a variety of factors for the trend, but particularly the relatively sudden appearance of Gen Z’s financial prowess. This digital native, most socially conscious demographic is expected by next year to be spending anywhere from US$30 billion to over US$100 billion annually. Just as e-commerce platforms and big data are coming of age, not surprisingly, so are the youngsters best positioned to take advantage of new ways of spending income, including sports-related purchases.

 

An e-marketing bonanza awaiting

 

The new earners and spenders of Generation Z are seen as being more pragmatic, supportive of social initiatives, and robustly responsive to campaigns of all kinds that directly appeal to them and appear genuine in intent. At the same time, around two-thirds of marketers of sports events, teams and equipment and see more influencer programs as being vital for their field in the mid- and long-term future. The up-and-coming generation in particular can long expect to be targeted with sports-related campaigns.

 

Great ROI for sports marketing

 

The ROI of recent sports marketing programs indicates that they are very effective in generating profits. Sports marketers in recent studies said this is facilitated by having open relationships with influencers and working collaboratively to ensure that the authentic reach of their influence was optimized in line with client companies’ needs and matching them in turn as closely as possible to the expectations of buyers.

 

The Human & Digital Communications Agency

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Marketing, automated

When you’re curious about what chance there is of rain, snow or something even more dramatic falling down on you, it’s good to know weather reports are reasonably reliable. While the forecasts for marketing trends may not yet be as accurate, they are getting better at indicating stormy conditions best avoided. Still in its infancy, this technology is called predictive analytics, and uses AI to help marketers forge ahead more confidently with strategy based largely on future customer behavior, in ways that would have looked risky just a few years ago.

 

PR, scientifically

 

The science takes a variety of statistics and facts about current trends to build models that are getting better at giving a good indication of how consumers will spend their money, based on analysis of past behavioral patterns. The big idea is that this will help save a ton of money on splash-out marketing campaigns and help PR agencies and their clients improve ROI numbers. Six out of 10 entrepreneurs questioned in a recent study said that think predictive analytics is an extremely significant trend, while nearly three-fourths of them said it would more definitely be so within two years.

 

Why predictions matter

 

Beyond lucrative applications for predicting the wants and needs of buyers of all kinds of products and services, the technology will be useful for prioritizing and qualifying leads, focusing publicity and campaigns on more targeted audiences, and more efficient introduction and testing of new items in the market. Predictive analytics is one more indicator of how big data is changing and enriching the information landscape in countless ways.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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The rise of video SEO

Image may not be everything, but videos are often more fun to take a moment to be distracted by than text. Marketing experts know that using video helps websites rank more highly in terms of SEO. The authority of the website matters as well, in addition to various factors that will increase the professionalism of your videos. High quality video videos have been easily shot on smartphones for years now, and companies are slowly getting better about capturing images in short films that help project the image they want.

 

How to optimize

 

Having a website that’s already impressive helps. So does a good choice and use of platforms your videos are seen and available on beyond your website. Social media accounts like YouTube, Vimeo and Facebook are of course useful for generating awareness. Screenshots can be extracted from footage and used to help generate interest with a choice caption. If you don’t have a transcript yet, make one – this will make it easier for those who still prefer reading or use it part of the time. And do you offer a choice of languages?

 

Thumbnails matter

 

The video will get better play when it is the focus of the page and not lingering in corners. This makes for easier navigation as well. Another tech spec to be aware of is page-loading time. Since videos aren’t digested all in one go, and don’t lend themselves as effectively to scanning and scrolling through like website and texts, having an enticing and clear thumbnail image with an appropriate title is a must. If your video is about dining in a particular restaurant, don’t use a thumbnail featuring someone driving to the restaurant or something else indirectly related. But being human matters too. One marketing site found that thumbnails with a person were clicked on 30% more. Many tend to judge a book by its cover and a video by its thumbnail, so make sure to have an irresistible one.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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The shifting but significant nature of SEO and social media

Recent research shows that while almost two-thirds of small businesses have social media accounts, just over half of them have a social media marketing strategy. While that may not be as dangerous as buying and driving a car without getting a driver’s license first, there is plenty of room for more prudence on behalf of firms of any size attempting to make best use of their online potential. Even when you don’t know all of the terrain that lies ahead, roadmaps are useful.

 

Social media marketing coming of age

 

Over 55% of these businesses with a social media presence have an in-house team managing these webpages, while 37% of them use social media software to help maintain their social media accounts. The most popular ways in which these firms are tracking the success of their social media presence is engagement (24%), leads/conversation (24%), clicks to other websites (18%) and audience growth (16%). There remains significant reluctance to jump into new waters without a sense of what lies beneath.

 

Don’t forget SEO, even if it’s mysterious

 

Even more perplexing than attempting to optimize usage of social media is managing your website’s SEO, since, well, we’re not quite sure exactly what it is or how it works, actually. Over 60% of small companies place greater importance on social media marketing than SEO planning. Just over a third of small businesses have an SEO strategy, although about a quarter of them plan to have one by the end of 2019. This lack of planning is perhaps understandable when considering the shifting, unreliable nature of what SEO is, and how search engines like Google define it. But it pays to pay attention and be ready for what comes next, when some kind of calm and standardization comes about after the stormy conditions defining the online world of today.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

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