Connect with us

Business Marketing

How millennials will drive change in marketing in 2017

(MARKETING NEWS) Spoiler alert: baby boomers aren’t using social media for marketing and are losing business.

Published

on

gen z generation z millennials

Millennial marketing media blitz

Millennials are in the driver’s seat these days redefining small and medium-sized business marketing strategy. Twelve years ago, a new generation came of age simultaneously with the internet. That generation has had access to the incredible technology of the new millennium, in addition to the symbiotic development of the two.

Millennials’ quotidian technology expertise has resulted in a new business-marketing avenue.

Top of the list

Global communication has exploded in the last decade; with Facebook at the forefront, YouTube, Twitter, and Instagram have become the top social networking and media outlets in the world. By September 2016, all four websites were ranked in the top 15 internationally most-visited sites, with YouTube and Facebook second only to the information monolith Google.

Millennials have matured into executives with deciding and staying power, and they’re using the same digital platforms for work that they use in their daily personal lives.

Schooling their elders

Recent studies by Magisto show a stark contrast in marketing trends between millennials and baby boomers.

Spoiler alert: baby boomers aren’t using social media for marketing and are losing business.

Everything is available and immediately accessible online; it makes sense that digital and online media should be at the core of any marketing strategy. Millennials are spending on average 50 percent of their marketing budget on digital and mobile media, while baby boomers spend on average around 10 percent. An interesting shift given the mid-2000s that dominated baby boomers’ interest.

bar
That number is so low because a new study shows that 53 percent of boomers don’t test the effectiveness of digital media. That lack of curiosity is to their detriment, because 2016 is the first year digital media advertising budgets surpassed other methods, according to eMarketer. And 2017 will of course be a continuation of this trend.

The rationale is in the numbers: a staggering 68 percent of millennials say they depend on social media advertising for brand awareness. And the technology-first generation is only growing.

If at first you don’t succeed

Last year, Newsweek wrote about “failing fast”, or the idea that you pick yourself up from your failures, digest the lesson learned, and pivot to become more effective.

It’s a theory that has been extremely popular in tech to create a culture of super fast startups. Steve Jobs is a popular barometer of failing fast for his willingness to continue creating and developing on top of his business failures within tech.

Millennials have embraced the trend, and are using digital media popularity to forecast brand success at a rate more than 3 times that of their boomer-aged colleagues. If the marketing isn’t instantly successful, millennials are flexible enough to create another media variation until something sticks.

One of the most effective media tools is digital video. Twice as many millennials are investing creative funds in variations of video advertisements, shorts that can be tested on digital platforms and easily swapped out for something that might yield more reception. And while millennials at smaller companies list cost as their main limitation for creating videos and digital media, baby boomers cite time. The learning curve grows steeper as technology changes exponentially.

The takeaway

Marketing is changing for the better. All the tools to create digital media are online, and so are all the customers. Millennials have completely commoditized the networking experience—and with billions of people accessing information every moment, these platforms become a veritable treasure trove of digital marketing. Now is the time to up your company’s digital voice.

#MarketingMoves

Becky Nathanson is a Staff Writer at The American Genius. She has a Master's degree in music from Indiana University and a Bachelor's degree in music and creative writing from the University of Michigan. In addition to writing, she has performed as an opera singer on major international stages. When she isn't making her voice heard by pen or in song, she is a serious amateur chef.

Business Marketing

Buffer’s four-day workweek experiment: Boost or bust?

(BUSINESS MARKETING) After trying out a four-day workweek last year, Buffer is moving forward with the format going into 2021, citing increase in productivity and work-life balance.

Published

on

Man working in office with headphones on, making use of flexible four-day workweek.

The typical five-day workweek is a thing of the past for Buffer, at least for now. The company has decided to implement a four-day workweek for the “foreseeable future.”

Last year, the company surveyed its employees to see how they are dealing with the ever-changing landscape of the pandemic and the anxiety and stress that came along with it. They soon learned employees didn’t always feel comfortable or like they could take time off.

Employees felt guilty for taking PTO while trying to meet deadlines. Juggling work and suddenly becoming a daycare worker and teacher for their children at the same time was stressful. So, Buffer looked for a solution to help give employees more time and flexibility to get adjusted to their new routines.

Four-Day Workweek Trials

In May, Buffer started the four-day workweek one-month trial to focus on teammates’ well-being. “This four-day workweek period is about well-being, mental health, and placing us as humans and our families first,” said Buffer CEO and co-founder Joel Gascoigne in a company blog post.

“It’s about being able to pick a good time to go and do the groceries, now that it’s a significantly larger task. It’s about parents having more time with kids now that they’re having to take on their education. This isn’t about us trying to get the same productivity in fewer days,” Gascoigne said.

Buffer’s one-month trial proved to be successful. Survey data from before and after the trial showed higher autonomy and lower stress levels. In addition, employee anecdotal stories showed an increase in worker happiness.

With positive results, Buffer turned the trial into a long-term pilot through the end of 2020. This time, the trial would focus on Buffer’s long-term success.

“In order to truly evaluate whether a four-day workweek can be a success long-term, we need to measure productivity as well as individual well-being,” wrote Director of People Courtney Seiter. “Teammate well-being was our end goal for May. Whether that continues, and equally importantly, whether it translates into customer and company results, will be an exciting hypothesis to test.”

Trial Results

Company Productivity
Buffer’s shorter workweek trials showed employees felt they had a better work-life balance without compromising work productivity. According to the company’s survey data, almost 34% of employees felt more productive, about 60% felt equally as productive, and only less than 7% of employees felt less productive.

However, just saying productivity is higher isn’t proof. To make sure the numbers added up, managers were asked about their team’s productivity. Engineering managers reported that a decrease in total coding days didn’t show a decrease in output. Instead, there was a significant output increase for product teams, and Infrastructure and Mobile saw their output double.

The Customer Advocacy team, however, did see a decline in output. Customer service is dependent on customer unpredictability so this makes sense. Still, the survey showed about 85% to 90% of employees felt as productive as they would have been in a five-day workweek. Customers just had to wait slightly longer to receive replies to their inquiries.

Employee Well-Being
With more time and control of their schedules, Buffer’s survey shows an increase in individual autonomy and decreased stress levels reported by employees. And, the general work happiness for the entire company has been consistent throughout 2020.

What’s in store for 2021?

Based on positive employee feedback and promising company results, Buffer decided it will continue the company-wide four-day workweek this year.

“The four-day work week resulted in sustained productivity levels and a better sense of work-life balance. These were the exact results we’d hoped to see, and they helped us challenge the notion that we need to work the typical ‘nine-to-five,’ five days a week,” wrote Team Engagement Manager Nicole Miller.

The four-day workweek will continue in 2021, but the company will also be implementing adjustments based on the pilot results.

For most teams, Fridays will be the default day off. For teams that aren’t project-based, their workweek will look slightly different. As an example, the Customer Advocacy team will follow a different schedule to avoid customer reply delays and ticket overflow. Each team member will still have a four-day workweek and need to meet their specific targets. They will just have a more flexible schedule.

Companies who follow this format understand that output expectations will be further defined by area and department level. Employees who aren’t meeting their performance objectives will have the option to choose a five-day workweek or might be asked to do so.

If needed, Fridays will also serve as an overflow workday to finish up a project. Of course, schedules will be evaluated quarterly to make sure productivity is continuing to thrive and employees are still satisfied.

But, Miller says Buffer is “establishing ambitious goals” that might “push the limits” of a four-day work week in 2021. With the world slowly starting to normalize, who knows when a four-day workweek might reach its conclusion.

“We aren’t sure that we’ll continue with the four-day workweeks forever, but for now, we’re going to stick with it as long as we are still able to hit our ambitious goals,” wrote Miller.

Continue Reading

Business Marketing

Should your content management system go headless?

(BUSINESS MARKETING) You may be familiar with your typical content management system, but had you heard of a ‘headless’ model? Let’s dig into it together.

Published

on

Person using content management system with hands on keyboard and small bit of desktop visible.

At some point, you have probably worked with a content management system (CMS) like WordPress or Drupal. If you haven’t already, you at least know that this computer software is used to manage website content.

But, have you ever heard of a headless content management system before? We didn’t. So, we set out to find out what it’s all about and how beneficial, or not, it can be for your company.

What is headless CMS?

Unlike your classic CMS, headless CMS is a back-end only content management system. It decouples where your content is stored and authored (body) from the front-end where your content is displayed (head).

This CMS isn’t tied to a particular output like a web page. Content is transmitted as data over an application programming interface (API). It’s a content repository that delivers content seamlessly to any device.

Benefits of Headless CMS

More versatile
Headless CMS isn’t your classic “monolithic” CMS so you aren’t constrained to an all-in-one system that might work for websites but not mobile devices.

Content is consumed by customers in more than one place now. Headless CMS provides a more versatile way to deliver multi-channel content to websites, Android and iOS apps, and even IoT (internet of things), like a smartwatch or in-store kiosk.

Businesses will benefit from this because only one back-end is needed to manage and publish content for different services and products.

No need for specialized developers
Developers aren’t tied to a specific programming language or framework. A developer can choose between using Javascript, PHP, Ruby, or any language they prefer.

If you already have a talented developer, you don’t have to scramble to find someone else who specializes in a specific system or language you are moving to. Your current developer can do the job for you in the best way they know-how.

Better Security
Security is important. Not being married to the front-end, headless CMS has a security advantage a regular CMS doesn’t. Usually, content provided to a headless CMS is read-only, and the admin portion lives on a different server and domain.

With the back-end detached from the presentation layer, there is a smaller target area to attack. Also, layers of code can be used to hide the content-delivering API making it safer than a traditional CMS.

Real-time collaboration
With two separate systems, content editors and web developers can work concurrently. This shortens a project’s timeline and helps get your product and services to market quicker. Also, content editors don’t have to spend more time creating the same content for each system. Designers and developers can take care of that.
Downsides of Headless CMS

As with anything, headless CMS isn’t perfect and isn’t for everyone. It has its disadvantages.

More technical
Little technical involvement is called for in a traditional CMS. As a result, the tool can be picked up quickly by almost anyone.

A deeper understanding of CMS, coding languages, and front-end technologies is needed when using headless CMS. You must have a developer that can build the web or app just for you.

Increased maintenance
With the body separated from the head, there are two systems to maintain. Implementation and maintenance could potentially become complex.

Bigger price tag
Building a system from scratch costs time and money. With a traditional CMS, there is one account, and, most likely, one payment. With headless CMS, you’ll have multiple payments for the CMS, a developer, and the infrastructure running your website or app.

Your custom CMS also isn’t coming from a pre-built content management system. All that hard work takes time (and patience) to get it done right.

Conclusion

Headless CMS lets you create a unique user experience and allow for cross-platform publishing, but it isn’t a one-size-fits-all content management system.

Before you jump ships, take inventory of all your content needs. Does your content need to be published on different platforms? Will a simple stand-alone website work for you? Only you can decide what works best with your business, but we hope this information helps.

Continue Reading

Business Marketing

Spice up your remote team building with a fully virtual escape room

(BUSINESS MARKETING) As part of a remote team, team building has become even more of a groan. But this virtual escape room seeks to make a fun and unique challenge for remote teams.

Published

on

Woman waving at laptop in living room, on team building activity.

Team building events aren’t everyone’s cup of tea. While some enjoy getting to know coworkers they don’t normally socialize with, others dread the day before it arrives. Plus, there’s always work that needs to be taken care of, and using some of that time to mingle might seem like a waste of time.

Love it or hate it, working remotely has made team building slightly better, maybe? You don’t have to worry about physically being present in a place you don’t want to be. You’re not awkwardly talking to a co-worker whose name you can’t quite remember.

Nonetheless, it also has its downsides. We don’t see each other anymore so it’s easier to not be on the same page, and this makes learning how to work together much harder.

We’re almost a year into the pandemic and happy hour Zoom calls no longer hold the glamour they once did. So, what else is there to do in this virtual world?

Skyrocket Your Team has just the answer for you. This company provides virtual team building experiences through collaborative online escape rooms. The escape rooms are designed with remote teams in mind and can be tailored to accommodate different sized groups.

“If you’re working remotely, Skyrocket Your Team will help your team feel closer together and improve your internal communication,” wrote Co-Founder Jorge Sánchez Hernández. “Our puzzles are designed for teams by adult educators to trigger a set of emotions, feelings, and situations. Everyone sees a different screen and you need to communicate in order to get through the challenges. There is no way to continue without teamwork!”

From the comfort of your office or couch, each team member joins from their own computer and location. The escape room consists of an immersive story about astronauts trapped in a damaged spaceship. By solving puzzles and challenges, the team must work together to repair the spaceship and return to earth.

After hopefully, safely landing your rocket, there is a debriefing session. During this time, teams can share their experiences and discuss what they learned.

Skyrocket Your Team says their new form of team building will bring your company several benefits like:

  • Bringing your team closer together
  • Fostering collaboration instead of internal competition
  • Improving communication across your company

The end goal of the experience is to learn how to communicate effectively by solving the different sets of problems together. And, I think we can all agree that’s a good thing.

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!