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Tips for Marketing to the Next Generation

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Tips for Marketing to the Next Generation


The marketing industry has spent the majority of the past twenty years trying to work out how to market to Millennials. Enormous amounts of money have been spent with the intention of finding out what Millennials want and how best to approach them. The amount of cash spent is dwarfed by the amount of time invested. In truth, we probably never got to the bottom of the problem, and now it’s all moot. Millennials should no longer be the focus of your marketing campaigns if you’re trying to reach a younger demographic. The Millennials are entering middle age and have cars, spouses, houses, and children already. The older end of Generation Z are now approaching their mid-20s, and that’s where the smart money needs to be spent.

The problem with trying to reach Generation Z on their level is that they really don’t want you to. They’re tech and data-savvy, they’re less inclined to look at every notification that lands on their phone than Millennials are, and they can see an advert coming from a mile away. They skip the adverts on YouTube. They have no opinion on televised adverts because they barely watch television. They’re a whole different breed, and you’re going to need a whole different approach if you want to connect with them. We won’t pretend to have all the answers, but here are a few ideas you could try.

Be Personable

Generation Z doesn’t like business-speak. They consider it pretentious. They’re right. We have no idea why we’ve all put up with it for so long. They certainly won’t buy from you if you use it in your communications. Aggressive sales approaches will fall on deaf ears, and confident boasts about the qualities of your product or service won’t do much better. This generation knows what “fake news” is all about, and they’re adept at detecting insincerity. Speak to them like you know them, and use a friendly, conversational tone. This will involve actually knowing how Generation Z speaks, so you’re probably going to need to either hire some of them or do some extensive research.

Focus On Mobile Advertising

Televised advertising isn’t likely to work on Generation Z because, as we’ve already said, they almost never watch live television. If they want to watch something, they’ll record it and skip through the adverts or watch it on catch-up and ignore the adverts anyway. They use their phones for everything. Hardly any of them have internet banking, but almost all of them use mobile banking. They watch YouTube video content through their phones, and they play games through their phones. They rely on their phones to communicate with the outside world far more than they’re likely to use a desktop or a laptop. More importantly than any of this, they also buy products through their phones. It’s the best place to catch them. Focus on apps they use that allow marketing and advertising.

Offer Experiences

Don’t make the mistake of using all of your advertising copy or video running time to explain how great your product is. Generation Z doesn’t care. They want to know what it can do for them and what the user experience is. As an example, you could market an airbag as a car safety device, and that would be accurate. Market it as a device that prevents someone from dying or being injured in a road traffic collision, and you’re selling on the experience more than the product. Consider what goes around your product more than the product itself. What type of person uses it? Where do they use it? How does it make their life better? These are the questions that your advertising needs to both ask and answer.

Consider The Cute Factor

This works on any age group but appears to work particularly well on Generation Z. Cuteness sells, and it sells in bucket loads. If you don’t believe us, visit any online slots website of your choosing and go looking for the Fluffy Favourites slot. You’ll find it at almost all of them. All of the other online slots available at your chosen site may vary, but that one will always be there. That’s because it’s one of the most popular online slots in the world. Far from being all about fruits, gems, and all the other gambling iconography of the 1980s and 1990s, one of the most popular slots of the 2020s is based on stuffed toys. If that doesn’t convince you that cuteness sells, nothing will. Obviously, this won’t be appropriate for every type of product or service, but there’s usually a way to incorporate it to a greater or lesser degree. Consider having a cute mascot for your product, at the very least.

Short Form Video Is The Future

There’s a reason that Tik Tok and Snapchat are so popular at the moment. More than a third of Generation Z believes that Facebook is for old people. The age of Facebook’s average user is increasing rapidly as young people desert the platform, and they’re heading for places like Tik Tok instead. That isn’t just because they think Facebook is passe; it’s also because they have very short attention spans. As hard as this might be to believe, scientists estimate that a member of Generation Z has an attention span of eight seconds. If you can’t seize their attention within those eight seconds, you no longer exist to them. Before any members of the Millennial generation who might be reading this get too smug about that fact, your attention span is apparently only twelve seconds. This incredibly short attention span means that video content has to be “snackable,” by which we mean videos of fewer than ten seconds that aren’t started or finished with adverts other than your own.

If this article makes marketing to Generation Z sound difficult, it’s because it is. They interact on their own terms, and those terms are unknowable to anyone outside their peer group. Hire younger staff if you don’t have anyone on their wavelength, and remember to keep it brief and friendly. Anything else will bounce off them and be a waste of your money. Like every generation that came before them, Generation Z is “unlockable” when it comes to advertising. It’s all a matter of finding the right keys, and we hope this article has got you closer to finding them.



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How is the Blockchain Shaping the Digital Marketing Automation Tools?

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How is the Blockchain Shaping the Digital Marketing Automation Tools?


It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?

What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.

The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.

The Blockchain Is Creating a New World

The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.

The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).

Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).

How Digital Marketing Automation Tools Work

Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.

For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.

Prepare for the Future of the Blockchain Marketing

As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.

Below are some of the ways that marketers can benefit from using blockchain:

  • Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
  • Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!

Secure Digital Marketing Tool Designed on Blockchain

A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.

It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.

In general, blockchain offers marketers several benefits:

  • It allows for better data sharing and storage than traditional databases
  • It offers enhanced security features because there is no single point of failure
  • It can help companies boost productivity by integrating both humans and machines

Blockchain Protocol That Ensures Safety, Security

Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.

Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.

This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!

By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.

It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.

The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!

Digital Technology Is Changing Everything

You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.

Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.

Conclusion

As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.



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Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover


“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Product Market Fit with Scott Cunningham [VIDEO]

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Product Market Fit with Scott Cunningham [VIDEO]


Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️ https://www.digitalmarketer.com/blog/future-of-ecommerce-marketing/

Use This Framework to Build Ads That Move Product ➡️ https://www.digitalmarketer.com/blog/offer-harmonics-scott-cunningham/

NEW for 2022! Become an Ecommerce Marketing Master ➡️ https://www.digitalmarketer.com/certifications/ecommerce-marketing-mastery/




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