Generation z – How To Market To This Generation

You’ve all heard of millennials – the young and trendy group that form today’s youth, right?

Not quite. Whilst millennials are still somewhat young and trendy, they’re not quite as young and as trendy as Generation Z, the newest wave of young, tech-savvy consumers.

What defines Generation Z?

Generally, the term ‘millennial’ is applied to those born between 1981 and 1996. This means those who fall into this category are between ages 22 and 36, with most embracing technology such as social media in their childhood or teenage years.

Gen Z is different – those who fall into their age category were born between 1995 and 2010, and therefore most do not remember a time without Facebook or Twitter, let alone the now widespread availability of the internet. If they were taken back in time to the world millennials grew up in, old tech such as dial-up internet would likely cause them to have a meltdown, before wanting to Snapchat how bad it is to their friends. Only to realise it takes an hour to send a picture.

Gen Z grew up immersed in this connected world, and naturally, they have begun to master it. Many marketers who advertise online are now shifting their efforts towards targeting Gen Z, and with good reason. Their purchasing power is predicted to be worth more than $44 billion in the U.S. alone, and they make up an estimated 26% of the U.S. population. These are huge figures, and anyone willing to ignore this large part of the market is seriously cutting their audience short.

When advertising online to this market, there are a few key rules to keep in mind.

Keep it snappy

Notice how ‘stories’ have become so popular lately? Facebook stories, Instagram stories, Snapchat stories – these have mostly stemmed from Snapchat, one of the social media sites most popular with Generation Z.

Research has shown that Gen Z has an attention span of roughly eight seconds, compared to twelve for millennials. This is what makes Snapchat and other ‘story’ focused services so appealing to them – they have access to a wealth of information they can tap through quickly. The same needs to apply to your marketing, be it global or local online advertising.

A big plus here is to focus your ads around imagery rather than text. What would stand out more to you – a bright, eye-catching image or a plain wall of text? Exactly. Make it quick, convenient and easy for your audience.

Content is still key

Social media influencers are on the rise, and there is no sign of them slowing down any time soon. 63% of Gen Z customers said they prefer seeing ‘real people’ in advertising online, whereas only 37% of millennials said they felt the same.

When advertising online, if you are going to use influencers make sure you get ones Gen Z can easily relate to. They are savvy, and generally, realise that celebrities who are being paid upwards of a million pounds per post probably aren’t the best metric for authenticity.

Whilst Gen Z may still follow celebrities, smaller scale influencers (known as nano-influencers) command up to four times the engagement rate from their followers than social media royalty. This is because they are real, relatable people who are responsive to their friends. For advertisers, using nano-influencers correctly can yield up to 11 times the ROI you’d get from a digital advertising campaign. Remember, influencing campaigns work best on Gen Z heavy platforms like Instagram and Snapchat.

Generation Z 101

Advertising online isn’t easy when it comes to targeting Generation Z. It is worth recognising that however clever you think you are on the internet, there are always millions more Gen Z’ers who are more tech-savvy and hyper-connected than you’ll ever be.

By keeping it simple and leveraging the tips above, your local online advertising campaign can reach this ever-expanding generation with great results.

Facebook adds a click to WhatsApp tool, could this affect your marketing strategy?

Facebook is changing the world of digital marketing and has bought out a tool that allows advertisers to use ads that users can now click on to open a chat on WhatsApp. This tool will help advertisers to expand targeting and therefore increase the chances of people sending a message.

So how does it work…?

With this update advertisers can create news feed ads with a call-to-action button that users can select to open a WhatsApp chat with the business. This call-to-action button appears at the bottom right of the ad. To be able to use this function advertisers must have both a WhatsApp business account which must also be connected to Facebook ads manager.

The benefits…

The benefits of this click to WhatsApp tool makes it easier for users to communicate with businesses in a more personal manner without the hassle of a phone call. Companies with WhatsApp business have access to multimedia messaging including, free calls, free international messaging, and group chats. It also offers customisation and quick replies to the customer. This new tool benefits the business by making them more discover-able and accessible to their audience.

Whats in it for marketers…

With Facebook’s click to WhatsApp ads, marketers can initiate conversations with potential consumers through an encrypted platform. In addition to being able to message consumers, this new ad campaign will also show traffic, conversions and post engagement.
Facebook have also announced that they have plans to roll out WhatsApp ads in the app’s status feature this year, however they have not yet announced a specific time frame for when this might come into action.

Why Customer Retention Marketing Is Important For Small Businesses

Customer retention is the process of engaging existing customers to continue to buy products or a service from your business. Better customer retention means longer lasting relationships. Below we have stated why customer retention should be important to you?

1. Drives referrals

Customer retention helps to build up loyalty with your customers so that they are likely to refer you to their friends in the future. Word of mouth advertising is one of the most effective means of advertising that you can use, however it is something that only comes from loyal happy customers. Customers are usually happy to tell people about your business if they have received excellent.

2. Retained customers will provide valuable feedback.

Receiving feedback from your customers is very important. Statistics show that customers are more likely to become loyal to a company if they are a company that implements the feedback that they receive. Customers who make frequent purchases from your business are more likely to know the areas of your business that needs improvement and how you could make service for them better, which in turn creates a better services for new customers and therefore lead to increased retention rates and sales for you.

3. Repeat purchases from repeat customers equals repeat profit.

Statistics have shown that existing customers are more likely to spend more money with you than new customers, this is because they value and trust your business and believe that you offer a superior service compared to your competitors. In addition, your long-term customers are far less price-conscious than new customers this is mainly due to the fact that they are loyal to your brand so willing to pay the price for your service.

Businesses are constantly under pressure to meet customer expectations while providing exceptional customer experience. If you need help with customer retention then fear no more, SeeLocal is the perfect solution. We can help drive additional revenue to your business to help you reach out to new and existing customers through targeted audience technology and help drive business qualified leads. SeeLocal is a local online marketing platform that has access to all available online networks from one place, allowing businesses to easily run campaigns across multiple platforms.

Why you need to be pushing for faster page loading time!

So how fast is fast enough? Well in simple terms you need to make sure your website is fast enough for your visitors and for Google.

In 2018 Google announced a new mobile ranking algorithm called “speed update”, Google stated that the speed update will only affect the pages that deliver the slowest experience.  Page loading time can have a huge impact on your business and online marketing, so below we have outlined some of the benefits you will see with faster page loads.

  1. Better user experience – Today’s buyers are impatient, if a customer clicks on your webpage and it takes forever to load, they are more than likely going to click back off it and go to one of your competitors. Buyers today don’t have the patience to sit around waiting for a slow website to show up, so the longer you make them wait the more interest they lose in your site.
  2. Affects your SEO – As Google started using site speed as a ranking signal in their algorithm, it means that it contributes to where your website shows up in the search results.

So, what is it that is affecting your website’s load time?

  1. Template website or custom designed website – Although the cost of a template website may be less than the cost of a customer design, the template website often comes with additional features built in that are not actually essential to your website’s success. It actually takes more time to load these extra features which in turn means slower page loading time.
  2. Reduce your redirects – Each time a page redirects to another page, your customers face additional time waiting, so reducing this means reducing the time they have to wait.
  3. Optimise images – Make sure your images are no larger than they need to be and that they are in the right format and compressed for the web.

How to make the most of those post-holiday returns

Christmas has come and gone but the aftermath of product returns is well underway for businesses everywhere – in fact, UPS have predicted to process 1.3 million returns in January alone! With an estimated of 25% of online purchases sent back, from unwanted gifts to faulty products, there’s plenty of reasons why you’re seeing an influx of returns this month. The important thing is to continue giving your customers the best experience possible when they are returning items, so they come back in future to buy again.

Convenient returns have become the holy grail of online marketing. Many consumers knowingly purchase more than they intend to with the understanding of a free return policy. To ensure that you provide the most seamless return experience for your consumers an easy process is ideal, for example pre-printed shipping labels. This will save the consumer time and money to print new labels and purchase stamps and boxes. To make sure this benefits you and the business, offer consumers incentives to bundle their orders into one shipment. This will help reduce upfront shipping costs and create a small profit for the retailers that charge shipping fees to cover the risk of returns.

Another way to make the most of those post-holiday returns is to maximise the in-store experience. This means to take advantage of the shopping coming back into your store to return the item by showing them alternatives to receiving the money back, this can include exchange only policies or store credit. This helps to prevent the loss of a sale by keeping the transaction within the store.

Don’t miss the merchandising and marketing opportunities that come with the returns. To make the post of the returns analyse what products are being returned by your consumers. Is there a pattern around those items? Certain styles and colours that aren’t selling.

SeeLocal is the perfect solution to help you make the most of those post-holiday returns. We can help drive additional revenue to your business following the returns period. Help you to reach out to new customers through targeted audience technology and help drive business qualified leads. SeeLocal is a local online marketing platform that has access to all available online networks from one place, allowing businesses to easily run campaigns across multiple platforms.

Multisensory Marketing

With so much going on in everyday life, creating ads that actually stick into the minds of your target audience is really difficult, as grabbing the attention and  manipulating it in a way that evokes emotion is the way to create that lasting effect. It creates a powerful, physical connection to a product or brand through engaging in human senses. According to research, any kind of media whether it be printed or digital that appeals to more than three senses can increase engagement with the brand by over 70%- that’s huge!

But when you think about it, it makes perfect sense- considering how the human brain is wired, and in the way our senses are directly associated with past experiences and memories it’s no wonder we are more likely to remember a brand when they appeal to our senses.

Brands are always evoking multiple senses in their advertising, we just don’t always notice it…

The multisensory marketing experience is a revolution in grabbing the attention of audiences, in a world with so many distractions. Although most commonly used in printed media, and in television and video ads, multisensory marketing is beginning to creep into other areas of online advertising campaigns such as display advertising, and we’re going to tell you how.

International fast food chain, McDonalds is a typical example of multisensory marketing. Their iconic red and yellow logo is prominent in all their advertisements, there’s your sense of sight, and the recognisable five note jingle used throughout their video campaigns is always present in some way or another- there’s your sense of sound. The brand is so recognisable across the globe, as it is encoded in our memory by both visual and audio elements.

Multisensory marketing has also made it’s way to print advertising, as the integration of language and imagery to evoke the senses.

Brands are increasingly using imagery of objects strongly associated with smell, along with language that evokes taste, so that the two are intertwined to evoke multiple senses within the ad, and can be done in a variety of interesting and creative ways.

The term used for this, is called ‘linguistic synaesthesia’ meaning a type of metaphor created by combining words that are associated with different senses.

A good example of linguistic synaesthesia are phrases such as “sweet melody” and “soft voice”. If similar phrases can be relevant within your marketing, it’s well worth using them in some way to make your brand more recognisable.

As well as using language and imagery, imagery on it’s own can also work in a similar way. Advertisements with bright colours convey positive feelings, so using bright colours in your ads rather than black and white images will help portray a positive image of your brand.

Overall, appealing to the senses within your marketing plan is a really effective and important technique to use. It may take time to find the right working and imagery to create, but once you get it right you could be seeing very positive results from campaigns, as well as a well-known brand identity that holds positive imagery from your customers.

 

What is Seasonal Business?

No matter the business, there will always be particular seasons that are busier than others. For some businesses, particular times of the year are vital for the business to continue trading for the following year, therefore marketing in the right way to maximise profit at this time is really important and can make or break a company.

Seasonal business refers to the various fluctuations in business, that correspond to the different seasons within the year.

For example, we are soon to be entering the Christmas season, which for most businesses, particularly in retail, is the busiest and most important time of the year and can have a major impact on the success of the company for the upcoming year.

Marketing for a seasonal business can be tricky- when’s the best time to start?

Well, the trick is, never stop. Marketing needs to be an ongoing process for any business, but the extent and reach of your activities is the aspect that changes with the seasons.

For example, a business that sells lawnmowers would concentrate on spring/summer time, running bigger marketing campaigns, trying to generate as many sales as possible to compensate for the fewer sales they are likely to receive in Autumn and Winter. Their marketing strategy shouldn’t simply disappear in Autumn and Winter, as when Spring comes around again they want to be at the forefront of their customers minds. Low level marketing campaigns during the less busy months ensure that when the time comes for the surge in sales, customers are aware of the company, the brand and the product and are then more likely to choose them over their competitor who may have stopped their marketing altogether during the Winter months.

In order to be consistently marketing to the right people, online advertising is the way to go for seasonal business in particular. Marketing online with SeeLocal, ensures that only those who have shown genuine interest in your product or service, or in your competitors, are shown your ads. This can work in brand awareness during the quieter months, ensuring the brand name is continuously shown to the target audience despite the fact that they are less likely to convert at that time, then shown more during the busy months in order to generate leads, enquiries and, the ultimate aim, sales.

SeeLocal is the perfect solution for this, as using highly targeted audience technology, your target audience will be seeing your ads continuously making them more and more likely to convert, or at least to know your brand in time for when they want to convert, protecting budgets every step of the way.

 

 

 

 

 

Why location based marketing is so effective.

Location based marketing is arguably the most exciting development in the marketing industry, to date. With the ongoing increase in how people use and rely on mobile phones in day-to-day life, using these devices to personalise messages to potential customers, in real time and based on their current location is an extremely effective, successful way of marketing. Depending on where they are in the world,  advertisers can choose to send  different ad types, such as display ads, banner ads or search ads, to appeal to a particular activity or area.

At SeeLocal, our speciality is running highly targeted, local online advertising campaigns across multiple advertising platforms. We tailor ad campaigns to be shown to particular demographics, based on your target audience, and make sure ads are shown to relevant users, so your budget is not wasted and your campaign is a success.

Being so personalised, means that your potential customers who are seeing your ads, are more likely to convert as the information they are seeing is relevant to them. Using a particular dialect in an area, for example Yorkshire, means your ads are appealing to the specific ways of speaking in that area, which makes ads seem more personalised and therefore encourages more sales.

Ads are served up in real time, meaning they are seen in the moment. Ads shown based on location are relevant to what the user wants to see at a particular time, and encourages them to complete an action simply based on where they are. For example, in the retail industry, apps can serve up unique discount codes for nearby shops to encourage impulse purchasing. After all, we’re all human, we are much more likely to make a purchase if we have the opportunity to pay less than it is supposedly worth.

The fact that location based ads are so highly targeted, means they are even more relevant to users. Over time, due to consistently seeing relevant ads, this then increases the attention that users pay to display ads, due to reduction in generic irrelevant ads. In the past,  statistics have shown that around 46% of people used ad blockers due to seeing irrelevant ads, but with the development of location based marketing, truly relevant ads can be shown to those who are actually interested, which in theory should lead to a reduction in the use of ad blockers.

When targeted properly, location specific ads are almost certainly relevant to the audience you are targeting, making them more likely to be noticed and lead to a sale. Better, higher quality ad targeting means businesses are spending less money on ad campaigns to people who simply are not interested.

 

Marketing or Innovation?

 

Just like the age-old saying- what came first…the chicken or the egg, in the world of marketing, we often question what comes first- marketing strategy or product innovation.

Marketing strategy refers to a plan, determined by customer’s needs, so companies can assure they are marketing a product that is of interest to their company. Marketing is the underlying, constant source of getting a product known about, and seen by those interested.

Marketing innovation, refers to a ‘big idea’ or piece of technology, within the original product, such as an update or launch. Of course, you might think this comes first, with the launch of a new product, which to an extent it does…however, how would you know  there was a space in the market for your product without conducting market research?

It’s all very well conducting thorough marketing research, but how would you know what to research without an innovative idea or concept to start with? This is the age-old question within marketing, where exactly does it all start?

Honestly, it would be really difficult to define the exact point that can be established as the first step in developing and marketing a new product. The important element to consider thoroughly, and continuously throughout the very early stages of marketing and innovation, is that these aspects work side-by-side, and one simply won’t work as well without the other.

The closeness between marketing and innovation, is what allows them to change and evolve quickly according to consumer trends; what one lacks, the other excels. This concept applies to all industries, from tech to hospitality and retail to transport. It’s an industry wide trick, that can ensure a product maintains success and lifespan, keeping the marketing campaign innovative, and developing innovation according to marketing results.

A benefit of using online advertising techniques, as opposed to traditional printed methods, is the fact that digital methods such as display ads allow users to accurately track the success of  a campaign, and know that the results they are seeing is a genuine reflection on how well the campaign has run. This then lead to more successful innovation, as market testing

The key is to maintain close involvement of innovation in marketing processes, and marketing in innovation processes, to ensure the two can work together to optimise the strength of your product, and increase its longevity within the market.

Marketing- The Beginner’s Guide.

Marketing, by definition, is teaching your potential customers about your company, and convincing them that your product or service is the one they need, and why they should choose you rather than your competitors. It sounds simple enough, but so many companies simply aren’t quite doing it, therefore are not marketing effectively.

The key is to find the right way of getting your message across, defining your message and reaching those customers who are likely to convert.

One of the most common mistakes when it comes to marketing, is that often people think marketing is just one aspect, so as long as you’re doing something, you’re marketing…wrong. Marketing incorporates a variety of factors, essentially wherever your customers could find out about you, you need to be marketing your product or service, to get the most out of your campaign.

To ensure you are consistently being successful in your campaigns, these three aspects are :

  • To capture the attention of your target market
  • Appeal to the needs of your target market e.g. solve a problem, shortcut or solution.
  • Provide a low risk, easy action for your customer to take.

By incorporating these three simple, yet effective aspects into your campaign, whether it be through online advertising, special offers or merchandising, you will be effectively getting your brand known, being present is the places your customers are, and providing them with a solution and easy way to solve this (i.e. buying your product or service).

Knowing your market, and thoroughly getting to know your target audience in detail is one of the best things you can do at the start of a marketing campaign, This way, you know exactly where they are most likely to be, and can ensure that your campaign takes you to those places. For example, online advertising allows campaigns to be shown on various websites, so knowing what other websites your customers are likely to be visiting is key to making sure you grab their attention in places they are already engaging in.

With the growing population becoming dependant on being online, online advertising is fast becoming the most effective and popular way of growing online presence. People are relying more and more on smartphones, and their connection with the internet and online world, that making sure your company is visible and active online can be a highly effective way of building up your marketing campaign. At SeeLocal, we are transforming the way businesses are able to advertise online. No longer do companies need to juggle multiple online platforms, as we provide our customers with an easy to use online dashboard, where all ads from the campaign can be viewed, tracked and monitored throughout the campaign.

Get in touch today, and see how your campaign could perform with us!

Common Mistakes Made by Start-Ups.

Running a start-up company can be a very exciting task, but also challenging. The first few months of a business are crucial for growth and success, having long term impacts on the performance of your company as a whole.

We’ve put together some common mistakes that start-ups often make, which can have detrimental effects on the companies as they try and grow.

Firstly, market research is the key, so businesses who slack in this part often struggle further on down the line. It’s all very well having a great idea, but the way to turn that idea into a great business is with thorough market research. This research ensures that your idea will fit into the desired market, and if it doesn’t, your research will allow you to change your idea so that it does.

Secondly, all too often start-up companies try to force a model on themselves, because it has worked for other companies, even though it doesn’t suit their company or product. Just because something was successful for a similar company to yours, it doesn’t mean you will see the same successes as these companies. For example, particularly with quick trends, these may work In favour for products developed by companies similar to yours, but then when you come to develop a product, that trend might not be as popular, so you won’t see success building from this in the same way. Focus on the long term- what do your customers need and how are you going to provide them with it?

Once you know who your target market is, and exactly what your product is offering, this is the ideal time to invest in a small online marketing campaign, to build a following of customers who will be with you throughout the process. SeeLocal is an online advertising platform which allows businesses of any size to run and monitor advertising campaigns across a variety of online networks from one easy to use platform. Using online advertising that focuses on the local area is a great way to build up a name for your business locally before branching out nationwide or internationally.

You are likely to get a large amount of positive feedback from family, friends and colleagues when starting your business, but it is important that you don’t bank on these positive notes and overvalue them. Ultimately, until people are actually buying your product, it doesn’t matter how much positive feedback you get from anyone, that is all you are left with until you begin to see consistent sales and profit.

Poor hiring decisions can drastically affect a start-up business, by not taking on staff who genuinely care about the growth of the business and want to see it thrive. Take notice of references given (or not given) and gather what you can about the person, if they are unable or choose not to provide references from previous employers, ask yourself why? Those who do provide references, and who those references provide positive feedback, are always a sign of  hard workers who maintain good relationships with past employers.

Finally, one of the biggest mistakes start-ups make in the early stages is trying to scale up before they are ready. The best way to tell if you are ready to move onto the next thing in your company, is to evaluate if what you are doing is fixing a problem, by providing a valuable service that your customers are hiring you for? If not, keep building on this as a foundation before taking on any further growth in new areas.

 

How to successfully use infographics in your marketing strategy.

Did you know, that the human brain can consume visual content 60,000 times faster than text? With this information in mind, it is easy to understand how infographics are so effective when it comes to getting your message across on social media. Not only are they easier to interpret quickly, people generally prefer viewing images as opposed to text, so  if you’re not already using infographics within your marketing strategy…why not?

However, the power of infographics is only as effective as how they are put together. We have put together a few tips and tricks on how to get the most out of your infographic. After all, they can be very time consuming, so it is important that you aim to get the most out of your time and hard work by following some simple steps.

Make a visual story-  Don’t make it all about the statistics and data (even though it pretty much is). Try and take your viewers on a journey through the information, to make it  more engaging  and interesting rather than a load of numbers in an image. Tell the story of where the data evolved from, how it evolved and why using interesting shapes to guide the eye across the image.

Keep it simple- although the design needs to be eye-catching, avoid making it too complicated that it distracts from the message you are trying to convey. A good way to test whether your audience will understand your design, is to get somebody else to read it once, If after that one time reading, they can then relay the information from the infographic clearly, then you’ve done a good job. If not, you need to rethink your design and layout to make it simpler.

Be wise with your colour and typography- It’s very easy to get carried away using lots of bright colours and fancy fonts, you may even think this will make your infographic stand out to your audience…wrong. The most effective way of using colour for promotion is to use no more than three colours, and stick to light backgrounds for maximum impact. Be aware of what your fonts say about your company too, it may be worth using the same fonts you use in other work in order to maintain consistency with your company’s artwork.

Try not to make it all about you- obvious self-promotion is no fun for anyone, and will drive customers away. Of course a little bit of branding is fine, but make sure you are still providing strong, interesting and useful content that will appeal to your target audience and encourage them to feel positive about your company.

Have a strong strategy for sharing your infographic- Ultimately, you want as many people as possible to see your infographic, so you will need to find other websites that are happy to post your content in order to reach a wider audience. It’s a good idea to write a blog post to accompany your infographic, to give some further information (not repeating) for your reader on the topic, making the infographic the perfect memory for readers to share with their followers and friends about an interesting article they just read.

At SeeLocal, we specialise in helping businesses set up and run successful local online advertising campaigns across all available online placements. Our platform is uniquely designed, to make it easy for businesses to manage their ads across all networks by accessing them in one easy to use online dashboard, and choose specific target audiences to expose the ads to. We can create and design bespoke advertisements and landing pages, to ensure your campaigns are eye-catching and generate positive results every time.