TV advertising still resonates with most viewers, and social media advertising is suitable for reaching Generation Z. Awareness or Top of Funnel.
With a quarter of teens watching content small business email list primarily using social media for search, it’s likely that Generation Alpha will have similar search preferences in the future.
A survey on popular ways to discover new brands and products showed the following results (% of consumers in each generation):
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- Generation Z: 32% – social media advertising, 28% – TV advertising, 28% – search engines.
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- Millennials: 33% – search engines, 30% – social media advertising, 30% – TV advertising.
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- Generation X: 37% – search engines, 36% – TV advertising, 32% – word of mouth.
- Boomers: 46% – TV advertising, 40% – word of mouth, 38% – search engines.
Source
Considering options or middle of the funnel
At this stage, more people are turning to social media to research the brand and product. Content should help them do this by sparking curiosity and encouraging exploration.
Also at this moment the influence 5 tools every sysadmin needs to know of reviews is strongly felt. Therefore, we recommend using them in advertising to gain the trust of potential customers.
So, popular ways of brand research (% of consumers in each generation):
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- Generation Z: 52% – social media, 45% – search engines, 34% – consumer reviews.
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- Millennials: 50% – search engines, 49% – social media, 38% – consumer reviews.
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- Generation X: 56% – search engines, 42% – social media, 40% – consumer reviews.
- Boomers: 62% – search engines, 42% – brand sites, 42% – consumer reviews.
Source
Purchase or Bottom of Funnel
Regardless of who you focus on, there are spam data two statistical conclusions.
First, people don’t want to pay for shipping, second, everyone loves sales.
If you can offer these bonuses, include them in your key messages to attract more potential customers.
The three main drivers of online shopping that increase the likelihood of purchasing a product online are:
- 52% – free shipping;
- 39% – coupons and discounts.
The top two drivers are the same across all generations, with significant differences in the third-most important option: Gen Z and Millennials cited customer feedback (32%), while Gen X and Boomers cited ease of return processing (35%).
Of course, consumers want to trust brands, but it is the use of these drivers in advertising activities aimed at a specific audience segment that will help increase their effectiveness.
4 Life Hacks for Marketers
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- Automate work where possible. Save time with AI-powered research tools or invest in software and services that help you achieve your business goals faster.
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- Consider a “running” or “pulsing” ad strategy. These tactics are great for maximizing reach during seasonal campaigns and keeping costs down when you have a limited budget.
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- Use consumer insights to allocate your budget. Prioritize channels that you know your target audience actively uses to avoid wasted funds and improve ROI.
- Keep testing and learning. Don’t be afraid to experiment – it’s necessary for growth, helps expand your reach and open up new audiences.
In Focus: Retail Media as an Advertising Tool
Retail media (retail store websites and apps) are taking over the marketing world, predicted to account for a fifth of global digital advertising spend by 2025.
This is an effective tool for generating leads on high-traffic sites such as Amazon and Tesco, and in our market – marketplaces Ozon, Wildberries and other similar platforms.
Since 23% of consumers typically learn about new brands and products through website advertising, this is a great way to introduce your brand to a new audience.
What is the advantage of this strategy?
You can reach a highly motivated audience: they are already in the buying mood and are likely to be more receptive to your advertising.
According to the study:
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- 23% of global consumers typically learn about new brands and products through online advertising;
- 51% of respondents are more likely to search for a product on online platforms rather than on the recommendations of celebrities or influencers.