Content Marketing For Millennials

Content marketing for millennials on social media networks and across different devices

Marketing For Millennials That Grew Up With The Internet

It can be hard to imagine the world through the eyes of a so-called ‘Millennial,’ the generation that has been loosely defined as those born between 1980-2004 and who follow Generation X. To put yourself in their shoes, just imagine that the internet has been fast and omnipresent for as long as you can remember, that you have had a mobile phone (and camera) since your early childhood and social media has been a key part of your friendships your entire life. Seem strange and foreign? It’s just another day in the life of a 20 something – and something you need to consider when marketing for millennials.

What do the Millennials Think of Traditional Media?

 It has been widely reported that this new generation is simply not fussed with traditional mainstream media. A 20 something student or early 30s banking analyst are far more likely to express a distrust of heirloom media outlets such as the Wall Street Journal or the New York Times than their parents’ generation, instead preferring to rely on the links and content shared by their friends and colleagues online. This acts as a sort of bespoke media filtering service that helps people access only the news stories that are important to them on any given day. Product and service endorsements are spread in much the same way.

Is this a good thing?

Well, it truly depends on who you ask. The Washington Post recently reported on a Pew Research Survey that showed that Millennials are the least informed generation when compared to all other age groups, only able to answer 7 current events questions out of 12. While much ballyhooing by smug older generations occurred over these results, do they really represent reality? Perhaps a different sort of daily news is important to this generation, and they prioritize their media consumption differently.

On the positive side, it is inarguable that Millennials are far more connected with each other than previous generations, able to muster support for fundraising, personal crisises and social activities far more easily than ever. It is this aspect of social media fluency that marketing for millennials are keen to harness.

Social Media Marketing for Millennials

By the sheer ubiquity of sites such as SnapChat, Facebook, Twitter, Tumblr, Instagram and Buzzfeed, Millennials are far more influenced by their friends and social media channels than they are by mainstream media sources such as television, newspapers and radio. In order to stay relevant, a lot of heirloom brands are shifting their focus in order to capture this market, and so too should you.

You are well advised by any savvy digital marketing agency to pay attention to these platforms, and to spend time and energy creating unique, effective content aimed at this lucrative market. Ensure that your online marketing strategies include paying special attention to social media channels, mobile or wearable tech devices and the ever powerful Millennial market, otherwise you will get left behind as they continue to gain spending power and one day dominate the market.

Whatsapp messaging for B2C could be a new feature for the instant messaging app

WhatsApp Messaging For B2C

WhatsApp Messaging Is Changing

Facebook’s chief financial officer David Wehner has announced that B2C, or business to customer interaction could be  a feature for the Facebook acquired instant messaging app WhatsApp in the future. Unlike Facebook, WhatsApp is not known for business user bases. People using WhatsApp were not businesses looking to engage with potential customers. In addition to being more appealing for brands, the proposal could lead to more revenue if WhatsApp goes ahead with the new feature. WhatsApp has a user base of more than 800 million people and this is very promising for brands to build relationships with users.

Will WhatsApp Messaging be the last place to remain advertisement free?

Facebook already has Businesses on Messenger app that allows customers to be informed about shipping and orders of products. The B2C strategy used in Businesses on Messenger is effective because customers only get information when they want and only after signing up. If this initiative is anything to go by, then WhatsApp could really help consumers to stay in touch in real time with brands that they have opted in to hear from. When Facebook acquired WhatsApp in 2014 for $22 billion, they said that there would not be any advertisements on the instant messaging service. However, this is entirely different from permission based advertisements where the user wants to be actively informed about brands. There will be choices for users of WhatsApp if the B2C messaging feature goes ahead: people can opt in to receive B2C messages from brands or they can opt out.

Implication for marketing and WhatsApp users

The advantage of using WhatsApp is connecting with other users around the world. Although SMS marketing in commonplace in the US, it is not so in other countries where email and more traditional forms of marketing are used. If WhatsApp was to go through with the new initiative, it will open up communication of brands with customers all around the globe in a seamless manner. As long as marketers adhere to the rules of SMS marketing such as timing, relevancy and quality control of content, the scope for international SMS marketing is huge through WhatsApp.

The implications for consumers if the move goes ahead will be manifold. Facebook CEO Mark Zuckerberg has said that WhatsApp will need to scale to 1 billion users before it is a meaningful business. How, the benefits of a SMS based eCommerce may make the implementation occur faster. As mentioned before, Facebook has a business on Messenger feature already where customers are offered support, updates and payment options for buying products. The international dimension will make sending payments via SMS very appealing to users of WhatsApp. The ease and personalisation of SMS payment will make brands eager to adopt this eCommerce feature.

 

Fast Growth of Mobile Marketing

Global mobile users statistics 2015

2014 was the tipping point for the number of mobile compared to desktop users

Every where you look, people are using smartphones, tablets and hybrids to keep connected with the world around them. The Digital, Social and Mobile survey conducted by We Are Social in January 2015 shows that 3.6 billion people use mobile devices with a penetration of 51%. In that same survey it was found that there was a 5% increase in the unique mobile users from January 2014 to January 2015.

According to GO Gulf Web Design Dubai, conversion rates on mobile devices is 300% that compared to a desktop. Mobile devices already accounts for a third of all sales transactions online around the  world and the figures point to growth for 2016 and beyond. In the State of Digital Marketing 2015 infographic, it was found that 80% of people primarily accessed the internet using their smartphones.

Implications of mobile marketing growth

Mobile marketing is taking over desktop marketing. What are the implications for marketers and brands?

1. There will be an increased investment in mobile apps

The Adobe Mobile Marketing Survey 2014 found that there has been increased investment in mobile app development. Although it is possible for brands to market using Facebook and Twitter (there are 1.2 billion Facebook monthly active users with 30% only ever logging in from a mobile device), marketers will want to write their own code for apps. A mobile app has the advantage of being user friendly for customers and for data collection, targeting, location tracking and push notifications. Customers will be notified immediately when a special offer or advertisement is published; it is hyper targeted marketing.

2. Created for mobile users

Mobile marketing requires responsive design and mobile first features

The tipping point occurred for mobile when the number of mobile users surpassed desktop users (ComSCORE, 2014). The implication of this statistic is that marketing should be focused on being mobile first. A mobile-first approach includes mobile responsive website designs, touch friendly ad banners, optimally placed CTAs, QR codes and other ad placements.

3. Marketing based on location

mobile marketing can use more GPS and geofencing to target prospective customers

Real time location based marketing is a powerful method to target customers. The technology requires GPS and geolocation; there is insufficient advances in this area so far. Location based targeting is different from check ins where the customer does not receive ads prior to checking into a location. Implemented properly, location based marketing can track customers and adopt different personas for ad campaigns. Customers can be notified of special promotions when they are in close proximity to a venue. There is greater scope for interaction and customer conversions when the mobile technology senses a lead.

4. Personalised for mobile

The close proximity of a smartphone to their user makes this more personal compared to tablets and laptops. The ease of access implies faster intake of information. 76% of people in a survey by SAP 2014 said that they were more likely to read a message delivered via SMS and that SMS was the best way for businesses to contact them.  The psychology behind mobile marketing is increased personalisation. Getting the mobile user’s attention using their name, recent purchases and updates on discounts are all examples of mobile personalisation. Allowing the mobile user to opt out and disable notifications when in different time zones should be considerations.

5. Payments via mobile

Mobile security and customer’s perception of mobile security has been increasing in recent years. Mobile payments are now completed through mobile apps when the customer finds the product in store and there are many retails outlets that participate in mobile payments. PayPal, Apple Pay and Google Wallet are the mobile apps available in 2015 but marketers are interested in customers paying through their own apps. Mobivity, a patented technology that drives sales, has projected a 60% increase in mobile payments for 2015.

6. The serious matter of privacy

Any device that collects data will be vulnerable to hacks and other privacy breaches. A mobile app contains a lot of sensitive data which is why customers are reluctant to opt in. Sometimes, the benefits will override the risks, such as personalised ads and promotional offers. Customers are willing to hand over data only if the marketing is clear about what will be done with the data and if there are parameters of data usage. Difference Data Protections laws should inform mobile marketers about how to deal with sensitive data.

Conclusion

Mobile marketing is growing fast and will disrupt the way ecommerce companies target and advertise to customers. The statistics supporting this growth should give marketers plenty to think about in the coming years. Mobile marketing is no longer a matter of speculation-it will happen and it will be led by customer demands for mobile friendly shopping.

 

 

Mobile Search ads on Google are shown to be effective for retailers

Mobile Search Ads Are Doing Well

Mobile Search Ads Are Effective For Retailers

According to mobile search findings by Google, people were more likely to follow through with a purchase on mobile search ads than desktop search ads. If anyone has enjoyed concrete results, it is giant retailer Target, who saw customers making a purchase through 33% of their mobile search ads on Google.

The success of Google mobile search ads has increased retailer’s confidence in placing ads for smartphones. Hundreds of retail stores have seen an increase in purchases after putting mobile search ads. Kristi Argyilan, a Target store senior VP has commented that,“We know from Google’s store-measurement data that our mobile search ads greatly influence in-store sales.”

The other advantage of mobile search ads is their relative affordability compared to other desktop ads. Many retailers assumed incorrectly, that customers would never follow through with purchases on mobile device. If recent data from Google is anything to go by, mobile search ads are currently an affordable and effective way of getting users to buy in stores.

Once retailers realise the effectiveness of mobile search ads, the prices of placing such ads will increase. Indeed, the price of mobile search ads are increasing every year.

How are connections between customer and in store purchases made?

Mobile search ads customer data works using cookies on the user’s phone web browser. It is important that the user accepts cookie in order for the ads to work. When a smartphone user clicks on a mobile search ad, the cookies stored on their web browser can be matched with that user’s email account. The associated account details will be used for making connections between the purchaser in store and their email addresses.

 

Vertical videos are preferred by mobile users

Shoot Vertical Videos For Apps

Vertical Videos Format Is On The Rise

Years ago, shooting your videos vertically was an amateur mistake that no one wanted to make. Watching vertical videos on a normal laptop screen format was a nightmare because of the black bars around it. However, things are changing fast in the digital space and horizontal video format are no longer de rigeur amongst tech savvy people.

The mass adoption of apps such as Snapchat, Periscope and Meerkat have changed our thoughts about conventional video marketing. Videos shot in a horizontal format looked bad on these new apps and where new apps lead, video formats must follow. Some will argue that due to the ephemeral nature of live streaming, the vertical video formats naturally compromise on quality. If you are looking to shoot a video masterpiece, therefore, a horizontal format is still preferred.

When it comes to adapting to the needs of millenials, digital marketing statistics for videos don’t lie. Snapchat reported in April 2015 that vertical ads were viewed nine times more frequently than horizontal ones. People using Snapchat watched videos with their mobile the right way up, the way it should be. The challenge for digital marketers will be to change the way they’ve been producing video content for the last 10 years. Despite the disruption in video marketing, changing the video format is inevitable as more smartphones are being used by consumers as their primary internet browsing device.

The popularity of video mobile advertising

Popular apps that stream vertically are also the ones used to reach millennials. Adding vertical video marketing is a smart move that will pay off in terms of engagement with millenials. In addition to short lived visuals, Snapchat also offers a network of media channels such as Comedy Central, Cosmopolitan and ESPN.

Vertical videos format for a new medium

Snapchat is a relatively new platform and many marketers are apprehensive about changes to a vertical format. In comparison to vertical video apps, other horizontal video sites have wider distribution. This may change in the future but the new medium is still at the early stages of implementation.

The Apple Watch will change the way digital marketers think

The Impact Of Apple Watch On Digital Marketers

Wearable Technology And Digital Marketers

The Apple Watch is finally here after years of anticipation. Aesthetically pleasing and intuitive to use, this piece of wearable technology certainly has the wow factor. The price point may not be for everyone, but the idea of wearable technology is. The Apple Watch is a sign of things to come and as technology becomes more integrated in our lives, we can expect to rely more on it.

The Apple Watch was designed to be worn at all times, and this is a shift towards ubiquitous wearable technology. The smartwatch is capable of doing much more than telling the time; users can engage with their Apple Watch, consume content and even use it to store personal information. The relationship that people will have with wearable technology is much more personal. The screen is much smaller too, which will change the way that people consume information.

Instead of ignoring the smartwatch format, digital marketers must adapt to emerging technology. Digital marketing methods are informed largely by advances in technology and consumer behaviour so it would be unwise not to go where the consumers are.

Digital marketers must adapt to consumer behaviors towards technology

The biggest difference in appearance between the smartwatch format and a laptop/tablet/mobile device is the size of the screen. The Apple Watch is tiny-only 1.5 inch to 1.7 inches-in comparison to a generous 4.7 inch screen on the Apple iPhone 6, and an Apple iPad 2 tablet’s 9.7 inch screen. If you thought digital marketing on a mobile phone device was fiddly, wait till you are confronted with an even smaller screen size!

Well, what does this all mean for digital marketers in the future when personal wearable technology gets smaller and sleeker in size? Here are some possible changes that digital marketers will have to make to their marketing strategy:

1. Social media marketing will fit on smaller screens

The future of social media is big, but the screen on which people consume social media will be getting smaller.  Instead of having to look on an unwieldy mobile device, social media users can now engage and tweet/post/share from their wrist. Social media content must get snap happy, shorter and straight to the point if marketers want more engagement. Bite sized information will become the norm for small smart watch screens.

2. Geofencing technology will change marketing for retail businesses

Apple app developers are moving towards technology that uses geofencing to alert wearers of Apple Watch when they pass by a specific location. The implication of this is huge for digital marketers. The way that retailers and businesses reach out to customers will change completely: they can communicate in real time about deals, special promotions, sales and other new stock in store. Geofencing can be set up in retail stores and other local businesses to ensure that they get the smartwatch wearer’s attention when they walk past.

3. Marketing smart watch apps will be a different ball game

Apps for smart watches will have to take into account different functionalities (e.g heart sensors) and screen sizes. Apps for smart watches also need to convey information without needing keypad input and long form content. At the moment, owners of an Apple Watch must have an Apple iPhone so this allows for complementary apps for the smaller smart watch screen. In the future, digital marketers may have to find ways to market stand alone apps made just for the smart watch format.

4. Digital marketers must find tactile ways to get attention

The taptic engine used in Apple Watch allows alerts to be felt by wearers. At the moment, digital marketing relies on visual, textual and audio content. The future of digital marketing may involve more tactile ways to convey information.