Like you, we don’t believe in the fluff of resolutions which go unaccomplished. We’re about goals – in life and in Google Analytics – that are tangible, that are met, and informed by data-driven decisions.
With that in mind, we can confidently say that 2017 brought us a slew of digital insights from our work with various clients across a wide range of verticals. With New Years and digital marketing in mind, there’s no reason to throw away the champagne with the cork as we ring in 2018. Why not use some of our insights to propel your digital success in 2018?
We’re about to toast to the top lessons we learned in 2017 on marketing to Generation Z, proper copywriting techniques for direct-response conversions, the power of digital assistants, and more that you can use to propel your digital advertising goals in 2018.
91% of Gen Z’ers get their first mobile device before age 16.
With $40 billion in purchasing power alone, 2017 taught us that Generation Z truly is the tipping point of mobile-minded decisions and digital culture. Now more than ever, Gen Z has the expectation of finding the information relevant to their interests FAST, which is why 2017 also taught us the immense importance of great mobile experience across the board for Gen Z and their older siblings.
- Gen Z spends 3+ hours on mobile watching video daily.
- Nearly 2/3 smartphone users are more likely to purchase from companies with mobile sites that customize information to their specific location.
- 3/4 smartphone users turn to search first for their needs.
Specific tips from 2017: Be sure to retarget Gen Z with ads that display well on mobile, ensure your Google business profile has all the requisite information filled out for easy consumer access to your phone number/location through quick search, and that your expanded text ads on Google take full advantage of callout + site link extensions.
Whether it’s Alexa, Google Home, Siri, or Cortana (Microsoft’s virtual assistant…not Master Chief’s AI in Halo, you nerd), voice-controlled, intelligent digital assistants aren’t just the future – they’re now. 2017 showed us truly how much digital assistants are playing and will play a role in all of our lives for years to come.
And speaking of Cortana, did you know that it’s being used to control thermostats? Also, have you met…Vee?
It’s not just about asking Siri what the weather is today.
As a marketer, it’s in your best interests to look into either incorporating digital assistants into your business as tools of efficiency, or studying how your customers will use digital assistants to find your business. It’s up to you to ensure your business is indexed in as many places possible for the best paid and organic rankings for users to easily find you – or Alexa.
These two points go hand-in-hand: for example, if you’re a beauty company struggling with engagement among your younger demographic – a primary one for your industry, at that – ages 16 – 21, consider the fact that certain elements of your ad spend and efforts on traditional media might not be as effective.
Think in terms of remarketing ads among specific segments, especially with your e-commerce efforts, as well as strategic partnerships with YouTubers relevant to your product, aligned with your company values.
For advertisers and brands, this could look like:
- Sponsored product ads in video descriptions.
- Paid demos of your product by YouTubers.
- #Ads and #Sponsoredposts on YouTube, Instagram, and more.
However, 2017 also taught us that influencer fraud is a real thing – be sure your partnership isn’t based on so-called “influencers” who are in reality composed of bots and pods doing the work for them. Be wary of who you partner within 2018 and take the time to do your research.
Great copy is about simplicity; it’s reader-centric and about them instead of you; it’s about the benefits they’ll receive after clicking your search ad instead of your company features or selling points.
“Save 30% Off All Sneakers THIS SUNDAY.” vs. “Don’t Spend An Extra 30% On Sneakers.”?
Phrase #1! It’s simple and direct and it focuses on the positive sentiment of saving money vs. being frugal in the second phrase.
Our search ad analysis revealed that 9/10 times the ads focusing on positive sentiments and benefits for the viewer always reigned supreme for conversion rates – the same can be said of your display ads, your landing pages, your field forms, etc.
Positivity reigns supreme, especially with your customer experience.
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