Millennials – born between 1980 and 2000 – aren’t just a niche consumer segment; they’re a generation that makes up 21% of the UK population. They are the 20th century’s last generation and its first truly digital one.
90% of them go online daily. Their social lives, their shopping habits, all happen across online and offline channels. Brands that wish to enjoy long-term success need to understand how best to maintain their attention.
More than three-quarters of millennials type queries and search for review-related content online when making a decision about buying something.
They rely less on their own past experiences compared with older generations, and depend heavily on their peers to learn about new products – this includes opinions given on social media. Why don’t you control the story? Encourage/incentivise reviews on your social media platforms and on retailer websites.
Even if you get a bad review, don’t worry – shoppers find a mix of positive and negative reviews more credible and trustworthy. 68% of consumers trust reviews more when they see both good and bad scores, while 30% suspect censorship or artificial reviews when they don’t see any negative opinions on the page. Some customers are just impossible to please, and we know that. Either way, product managers can use these as valuable feedback for future versions of the product, or to identify gaps in the market.
A bonus of the continuous flow of online reviews is that it’ll improve the search engine rankings of your products. If a consumer searches for a product online, there is a high likelihood that a product with the most relevant reviews shows up higher on search rankings. Search engines use website crawlers to collect product content that will generate the most relevant and helpful product results for their users – give them fresh content to sort through and your products will stay on top for longer.
For all the good that digital tech brings, it’s made our lives noisier – we’re constantly being encouraged to “read this”, “click that”. Perhaps this is why a recent study found that our average attention span has depleted to just 8 seconds.
You’ve probably heard the term “snackable content”, captioning the need to make your message concise and to the point. Nothing turns off a millennial more than a long-winded message or one that isn’t clear or relevant.
Take the time to research the relevant keywords and buzzwords that will hook in your audience. Make it visually appealing, too – studies show that email campaigns with images can boost click-through rates by 42%, and it won’t hurt the impulse to share when it comes to social media content.
It sounds obvious, but we’ve heard that 82% of small businesses in the UK still don’t have mobile-optimised websites! Those that don’t are missing out on website traffic AND potential sales, as 40% of millennials research products on their smartphone before committing to a purchase.
This is another reason to keep your email and social content short and sweet – if you’re targeting millennial shoppers, chances are they’ll be reading it from their smartphone screens and while on the go. In fact, about a third of 16-34 year-olds never go online via a computer anymore, instead opting for their phone or tablet.
17 Jan 2018
15 Jan 2018
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