Wednesday, 1 July 2020

Study Highlights Gen Z’s Retail Preferences and Expectations

Just for the record, Generation Z applies to anyone born from the mid-1990s to the early 2000s…in case you wondered!

While much of the world continues to focus on Millennials, a recent study carried out by Marketing Dive highlighted the expectations and preferences of Generation Z. At least, in terms of retailers and brands in general, from whom it seems they expect quite a lot! 

This is a generation that’s made it clear on countless occasions that they prefer experiences to products. There are all about engagement and the overall experience, rather than simply buying whatever’s cheapest or most readily available. In terms of online shopping, they show huge preference to product recommendations and reviews, mobile optimised websites, free shipping, simplified returns processes and access to coupon codes. All the kinds of things retailers should be taking note of, if looking to attract, engage and retain Gen Z audiences.

One of the most interesting findings of the study is the apparent revelation that Gen Z doesn’t hate mass-marketing to the same extent as other generations. Just as long as the ads in question are of relevance and provide value, almost 50% of Gen Z consumers appreciate the informative nature of the ads in question. So it’s hardly surprising that around 44% expect the ads they encountered to be relevant, or pay them no mind whatsoever.

In particular, they show greatest preference to ads in reference to products or services they either purchased or browsed previously, which may provide them with some kind of reminder or discount code to incentivise their conversion. Once again, food for thought for anyone working in digital marketing.

Another interesting finding clearly illustrates the fact that the High Street is by no means dead and buried. Quite the contrary, as a huge 80% of Gen Z consumers stated that they genuinely enjoy the opportunity to shop in physical stores when time permits. Nevertheless, 75% tend to do most of their shopping online, due to simple accessibility and convenience. Despite the fact that 65% stated that they prefer to physically examine and inspect products before buying them, they still make most of their purchases online.

When Gen Z consumers decide to hit the High Street, almost 70% use their mobile devices to research products and services, before going ahead and purchasing them from the respective store. As for motivating factors on the High Street, Gen Z shoppers were found to respond particularly strongly to creative displays, unique merchandise, attractive store design and the ability to try out products and services before making purchases.

Back with online retail, almost 40% of this enormous and lucrative demographic believe it’s often difficult to find what they need on the web. In addition, around 35% stated that they are still somewhat uncomfortable buying products online. They’ve become accustomed to online retail in general, though don’t necessarily trust online retailers and will typically compare the products of at least a handful of sites, before making any final purchase decisions.

Wednesday, 10 June 2020

Popular Blog Ideas for Your New Business Venture

It’s no secret that blogging has the potential to be an incredibly lucrative business venture. All over the world, bloggers in growing numbers are asking and receiving huge sums of cash as influencers, having earned extensive and dedicated audiences.

Technically speaking, most people could achieve at least some kind of success with their own personal blog. After all, we’re all experts at something…right?

The secret to coming up with a great idea for a new blog lies in two things. The first of which being to focus on something you know and are passionate about, the second being to focus on a subject of interest to other people.

A difficult balancing act to pull off?

Perhaps not, as there are more diverse and wide-reaching subjects of interest to the masses these days than ever before. So if you’re looking to start a blog business venture and need a little inspiration, here’s quick rundown of just a few of the most popular web topics you might like to consider:

1. Self-improvement. 
 Any advice and guidance you could offer those looking to improve themselves, both in professional and private capacities alike.

2. Health & Fitness for Busy People. 
Why not base your blog on the kinds of simple, effective and workable health and fitness strategies that suit those with very little time on their hands?

3. Languages. 
 If you speak a foreign language even to a relatively modest extent, you could start a blog to help those interested in picking up the basics.

4. Budget Travel. 
Everybody loves travelling and the vast majority of travellers prefer to do so for the lowest price possible. Why not share all those budget travel tips and tricks you’ve come up with over the years?

5. Dining Out. 
 If you’re the type that likes to eat out on a regular basis, why restrict your comments and recommendations to other sites like TripAdvisor? There’s nothing to stop you starting your own site/blog that could become the next big thing.

6. Recipes. 
The key to success if looking to share recipes lies in offering something different. Or at least, something with a very specific focus. Meals for under £3, dishes that exclude certain ingredients, cooking for fussy kids in less than 15 minutes and so on.

7. How-to Hacks. 
 Simple guides and tutorials covering everyday tasks and projects are spectacularly popular these days. So why not share your own unique and innovative ways of getting things done with other people?

8. Relationships.
 Likewise, millions of people from all over the world turn to the web every day for advice and guidance on various relationship issues. Whether serious, light hearted or downright hysterical, surely you’ve plenty of words of wisdom to share!

9. Music.
 Share your thoughts, reviews, recommendations and so on to those with similar tastes in music to your own. Or perhaps go one step further and base your blog around playing musical instruments, production, editing and so on.

10. Sports.
Last but not least, if you can bring your own unique voice, tone and style to a dedicated sports blog, you could be golden. Which technically should be relatively easy – just as long as you focus on a sport or activity of any kind you are genuinely passionate about!


Monday, 10 February 2020

A Roundup of Some Key Digital Marketing Statistics

It’s been awhile since we shared a roundup of digital marketing statistics. So, what better time than right now to do just that?

During an interesting couple of weeks, we’ve learned a lot about influencers, mobile apps and automation. The most important and surprising statistics we’ve come across being as follows:

Influencers Are Not Trusted by 96% of People

Slowly but surely, we could be seeing the demise of the influencers as we’ve come to know them. According to the results of a recent study carried out by YouGov and Grey London, just 4% of Brits said that they trust the information and advice of influencers. 17% of social media users reported encountering inaccurate or misleading content online, while 48% said they don’t trust the accuracy or honesty of celebrities’ profiles. There’s still plenty of trust for reviews and recommendations from friends and family – third-party influencers being an entirely different story.

Over a Million Knowledge-Based Jobs at Risk

Forrester’s 2020 Predictions report has painted a somewhat gloomy picture of the future of knowledge-based jobs. Specifically, they believe that more than a million knowledge-based human roles will be replaced by an automated hardware and software next year alone. The report also suggested that quality assurance roles in customer contact centres could be cut by as much as 40%, replaced again by automated hardware and software.

Print is Now the Third Biggest Ad Channel

It’s been a long time coming, but social media has finally overtaken print to become the third biggest ad channel. That’s according to Zenith’s latest ‘Advertising Expenditure Forecasts’ report, which predicts a further 20% social media spend this year to hit a whopping $84 billion. By contrast, total print ad spending is expected to decrease by 6% to $69 billion.

Gen Z Loves Snapchat, Wish and Twitch

Unsurprisingly, it’s now estimated that 98% of Gen Z now carries a smartphone. In addition, they also spend an average of 3.7 hours each month on the four biggest non-gaming apps listed above. Though what’s interesting is that they’re spending less time with each of these apps per session, but visiting them on a regular basis. On average, Gen Z members clock up 150 combined user sessions with these apps each month – that’s around 55% more than their older counterparts.

Satisfied Christmas Shoppers Are Surprisingly Loyal

Impress a Christmas shopper this year and they’re statistically more likely to convert when they visit your store next year. That’s according to a report published by Monetate, which found that satisfied Christmas shoppers who return to your store are twice as likely to convert as those visiting you for the first time. A statistic that underlines the importance of prioritising the satisfaction of every Christmas customer, rather than treating them as disposable ‘one-off’ shoppers.

Negativity Driving Social Media App Deletions

Last but not least, approximately one in every five young people has deleted a social media app due to negativity. The potential negative impact of social media is apparently been acknowledged and acted upon by more younger users than ever before. According to Mediacom, 18% of younger people have deleted one or more social media apps from the devices over the past year, while 13% said they have consciously reduced the amount of time they spend on social media apps.