Mobile is rising the ranks
13th September 2018
Think about the last thing you bought. Was it in a shop? Was it online? Was it after seeing an advertisement on Instagram for a personalised pair of socks with your pet’s face on them?
It shouldn’t come as a big surprise to anyone, that 65% of millennials make online purchases through their smartphone. What IS surprising however, is that many brands haven’t quite caught up with this shift in behaviour on their social pages yet.
As an audience, millennials are over-catered-to and spoilt for choice. They scroll through hundreds of pieces of content every day and advertising is part and parcel of the experience. As a brand, you can easily put out an ad, but it will cost you and there is only a slim chance that people will actually pay attention to it.
To optimise the likelihood your brand will be engaged with, always remember that millennials appreciate a good experience, like a well-optimised web shop or a small bonus item added in the packaging. The happier your customer is with the effort you’ve shown them in the sale, the more likely they are to post about their new purchase to their friends – and peer recommendations are a valuable commodity. Reports show 92% of consumers trust peer recommendations over advertising. Since brands can’t create thousands of catfish accounts to get the word out “authentically”, they need to heavily rely on making a genuine impact on an audience so that they will want to spread the word on their own accord.
However, millennial audiences will only spread the word once they have picked your brand from all the competition. Since there is so much choice on mobile and the ability to compare prices in a way your audience wouldn’t be able to in a shopping mall, brands need to make sure they stand out through advertising and social and gain a trusted status. ASOS, for example, have created a very loyal fan base with the many perks they offer; Loyalty points, offers and student discounts, free delivery and returns etc. People go to ASOS for something specific and people trust the brand.
But why are people buying on mobile now more than ever before?
Technological advances have helped the increase of popularity of mobile sales. Every site is now optimised for social in a way that it wasn’t just a couple of years ago. The introduction of Apple Pay has proven to be trustworthy and secure, and the check out process couldn’t be simpler. Ease of purchase, means that in some cases, people will be willing to spend more with a particular store if they feel the brand are making their lives and the shopping process easier.
As well as a good experience, Forbes found that 60% of millennials tend to gravitate toward purchases that makes them feel good. Unlike baby boomers and Gen Xers, who consume based on quantity, millennials value their money more and value products with an emotional USP that makes them feel good about parting with their money. TOMS are a great example of this, with their “One for One®” incentive, where they help a person in need with every product purchased.
A brand’s ads can’t be fuelled by one-off content, it has to be systematic. One-off pieces aren’t designed to build a relationship with anyone. Second of all, the strategy should be to build a long-term relationship instead of one-off interaction. As a business, you shouldn’t expect huge results off a one time thing. If you want long term results and loyal customers, then you need to realise that social is a long game that you need to play and not one with instant returns.