Connect with us

Business Marketing

Retailers are making Gen Z a priority and it’s not just a phase, mom

(MARKETING NEWS) Just as we’re getting used to marketing to millennials, a new generation wants to hand us money – better be prepared for Gen Z.

Published

on

gen z womens history month millennial

Wait, don’t sigh just yet

This is kind of a one-hand, other-hand thing. On the one hand, good news! This isn’t yet another retail maundering on how to engage the oh-so-tricky millennial customer base. Thank goodness, right? I’m tired of millennials. I am a millennial! Still tired of millennials.

Other hand? Gen Z rises.

I wouldn’t blame you for a pre-emptive sigh of frustration. I mean, millennials have been a marketing nightmare – socially networked yet antisocial, brand-loving yet bargain hunting, plus half of us are broke or hamstrung with debt anyway.

bar
I mean, short of Etsy maybe, and Apple because in the mid-80s Steve Jobs signed a midnight deal at a bayou crossroads and now people will never, ever stop buying shiny white iThings, who has even gotten a market foothold on millennials?

Here’s a secret just for you

Want to know a secret? You don’t have to care. Gen Z. 15 to 24. This very Turkey Day Week, your humble narrator enjoyed bird and board games with somebody in that bracket. As of January she’ll be on the right side of $50,000 a year.

Protip: you’re better off selling to her than, to pick an example completely at random, a 30 year old freelance writer. Millennials are great, but Gen Z is getting out of college and into the big, bad world. In the big, bad world, Gen Z? Kind of winning.

So what should you be doing? Three tips:

1. Get real. Millennials may favor digital, but Gen Z shops in the world. “Stuff, not experiences,” in the words of Business Insider. Even if you lack a meatspace presence, you need to get personal, and above all, get concrete. Communicate. Not least because…

2. They’re smarter than you. Smarter than me too, if it makes you feel better. Forget born after the founding of the Internet: Gen Z was born after Netscape. They’re the first no-doubt, no question generation of digital natives. They bring more identity, input and information to their decisions than anyone, ever. Be transparent, be helpful, and remember: when you make a sale, the fastest way to guarantee there won’t be a second one, is to try and sell them on something else. They knew what they were buying before they got up this morning. All you’re doing is taking time out of their day. So where’s the money?

3. Don’t upsell; involve. Check this study at Fitch.com. Shade out of date by now, but that happens when your topic is younger than Pokemon. Still worth reading every word, and the best of the best is the “good enough approach.” Gen Z are the apotheosis of informed shoppers. They know nothing’s perfect. That’s good news. When they bring you Widget X, trying to upsell to Widget X Plus will net you nothing but eyerolls and scornful emojis, because they considered and rejected X Plus last week. Instead, sell input. Sell involvement. Here’s your Widget X. Don’t forget: 99 cents, and an app will track your input and optimize your next update for free. Oh, and there’s a limited beta going for Widget 0.Y. Y comes out this summer, and the spots are going fast. URL and QR code’s on your receipt.

Let Gen Z tell you how to make your product what they want, and not only will you have a whole new set of metrics to optimize your product – for free – for the first time in the history of retail, you can forget “buyer’s remorse.”

Instead, have a generation of “beta happy,” with customers walking out the door scanning their receipts, not doing math and looking disconsolate, but smiling because they’re part of a cool new thing.

#GenZ

Matt Salter is a writer and former fundraising and communications officer for nonprofit organizations, including Volunteers of America and PICO National Network. He’s excited to put his knowledge of fundraising, marketing, and all things digital to work for your reading enjoyment. When not writing about himself in the third person, Matt enjoys horror movies and tabletop gaming, and can usually be found somewhere in the DFW Metroplex with WiFi and a good all-day breakfast.

Business Marketing

Take Google classes online for free to give your brand superpowers

(BUSINESS) If you own a business or lead one, take one of many interesting free Google classes to brush up or learn new info to gain a competitive advantage.

Published

on

google classes

Staying competitive means not only hiring the right people, making the right product, and being a good leader – it means investing in your own development.

Especially if you’re an entrepreneur – it pays to invest in your own development by taking classes, webinars, and other forms of education.

Online courses in particular are useful if you have competing roles (or multiple roles!) that keep you from being able to attend a local course. Google offers a few free Google classes that are listed on platforms like Udacity.

There are many courses available that could benefit your company; here are three worth starting with:

  • App Monetization – Ultimately, most of us are in the business to make money. This course is useful because it equips you to consider profitability from the beginning, and then introduces monetization models and from there, prompts you to develop a strategy and gives information to track a strategy. This course is focused on sharing best practices, and makes you a better manager even if not developing an app, per se. Course is available via Udacity.
  • Localization Essentials – If you want to compete in the global market, and you are ready for that, it is essential that you consider how your product will need to be adapted both in terms of language and culture. This course is especially valuable for developers, product owners, or localization newbies. Knowing the fundamentals of localization makes you more prepared for dealing with a global audience. Course is available via Udacity.
  • Responsive Web Design – People like it when things work. I’ve said before that people are visual, but they also crave intuition. This course talks about responsive web design and discuss what works across different devices (because we don’t always go on our computer!) with a focus on optimization. This class does require a good comfort in reading HTML and CSS. People interact with products first online many times – make sure your website is responsive to any device. Course is available via Udacity.

There are of course a much larger amount of online courses on everything from history to design, and beyond. Massive open online courses (MOOCs) are sustenance for knowledge seekers. Check out for example, the Science of Happiness from UC Berkeley, or learn about Analyzing and Visualizing Data with Excel directly from Microsoft.

Before engaging in an online course, make sure:

  • You are interested in the topic.
  • You have the pre-requisites and key knowledge. Read the course description!
  • You make the time.

Many MOOCs are free, not just Google classes – but time and your own work are still valuable. It’s easy to write off something for free, but you want to maximize your time and make sure you get something out of it. Being educated can give you an advantage, but keep learning relevant to your interests and goals.

Continue Reading

Business Marketing

5 ways voice is changing the SEO game

(TECH NEWS) As voice assistants take over our lives, you may worry how your SEO fares in this new, uncharted territory. Let’s discuss.

Published

on

voice and SEO

SEO is a moving target. The standards change constantly so, despite years of experience, many web designers struggle to meet all the optimization guidelines. How, then, can any business confidently approach the web design process? It starts with recognizing those evolving norms, the newest of which is voice search.

Why Voice Search Matters

For years, the dominant SEO rule has been mobile first. The introduction of voice recognition systems, like Siri and Alexa, to smartphones has dramatically changed how we interact with devices. In fact, 20% of Google searches are voice searches with that number expected to grow rapidly over the next few months. Businesses and web designers, then, need to make sure their sites are voice ready if they want to stay relevant. Though the sites may stay the same visually, they need to gain a new edge functionally.

From The Ground Up

Modifying your website to support voice search isn’t as simple as many other SEO transitions, but if you take a ground up approach to the process, you’ll be able to reshape your website around those changes. Still, you’ll need help to do this correctly. When adapting your website for voice, SEO consultant Aaron Rains recommends hiring an expert for a full site audit and analysis to maintain your page ranking. You don’t want your page to take a rankings hit because you’re trying to keep up with the trends.

Expanding Your Device Options

In addition to its advantages from a mobile perspective, making the move to voice search also means expanding your site’s horizons by making it more accessible to new devices, particularly the smart home speakers that are gaining in popularity. Users are particularly comfortable with these devices because they rely on natural speech patterns rather than half-formed search terms. Children growing up with these smart speakers in their homes seem to view them as part of the family and will be native voice search users as they grow.

Snippets For Search

Part of updating your website for speech is optimizing the content to match changing search patterns. One of the key ways to do this is through the use of featured snippets.

Featured snippets are designed to help put your website in the #0 spot – the top ranking. To do that, you’ll want to put the answers to your most popular queries in the first few sentences on your page. This is especially for purchasing and local search since people frequently use voice search to find local businesses. If you can optimize for the most important snippets early on, you’ll be way ahead on the competition and have a greater ROI.

Rebuild and Reassess

After modifying your website for voice, you may find your rankings initially drop. That’s because you need to request your site be re-indexed. Otherwise, search engines won’t be able to match queries with your new site content. Re-indexing will put all of your new information into effect and make it possible for users to search using the featured snippets. Re-indexing your site will also help you ensure that you haven’t interfered with the crawl-ability of your site.

Experts expect half of all searches to be voice-driven by 2020, but since 50% of users with voice search access already use it at least occasionally, now is the time to act. Even if many users are still wary of voice search, you can’t afford to fall behind. Those users will still be able to rely on traditional text search mechanisms, but that won’t help voice enthusiasts. If you lose those early adopters now, they might not come back when you’ve caught up with the voice search revolution.

Continue Reading

Business Marketing

How to use offline marketing to your advantage in a digital world

(BUSINESS) We often become obsessed with new marketing strategies, favoring the internet over some traditional methods that continue to drive traffic timelessly.

Published

on

offline marketing open sign for small business

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

Continue Reading
Advertisement

The
American Genius
News neatly in your inbox

Join thousands of AG fans and SUBSCRIBE to get business and tech news updates, breaking stories, and MORE!

Emerging Stories