The e-commerce landscape has seen major changes in recent years, and it’s the young, digital native generations that have driven this shift in consumer behaviour forwards. For businesses to stay relevant to this growing audience, they need to capitalise on the shifting trend towards online by developing strategies tailored to Millennials (born 1981-1996) and Gen Z (born 1997 – 2012). What makes them so unique is that they are fluent social networkers, use the online world to stay connected and have a social conscience. Businesses that are able to adapt quickly will gain unparalleled benefits. That’s why we’ve explored the biggest traits of Millennials and Gen Z-ers to give you the latest tips and insights to successfully market to them.
1. Use your social media platforms as one-stop-shops
Unsurprisingly, the first crucial tip is to invest heavily in digital advertising, but most importantly focus on direct-response marketing. According to Boston Consulting Group, 60% of Millennials and Gen Z-ers have been influenced by social media advertisements to make a purchase during the pandemic. If individuals are redirected to your e-commerce shop directly through a social media ad, it is safe to say that the likelihood of a purchase will surge. Moreover, Millennials and Gen Z-ers use three screens (mobile phones, tablets, laptops) on average, therefore your advertising efforts have to be present across all of these devices.
2. Make sure your digital advertising is top notch
The design and functionalities of your social media content, advertisements and website play a large role in catching the attention of these younger generations. As first digitally-native generations, they have developed a sense of what looks new and exciting and what is outdated. If your e-commerce business doesn’t consider the user experience (UX), Millennials and Gen Z-ers will simply move to the next best alternative. Nowadays, being an industry leader that has been around for 30 years isn’t a major selling point. Make sure your digital channels are up to date and work effortlessly on every platform or device.
3. Focus on adding real value
Millennials and Gen Z are likely to mute and skip those ads that interrupt their video content – the average 8 second attention span, the desire for value, as well as the growing negative sentiment towards unethical and aggressive marketing are drivers of this. There is a longing for community, and both groups see social media as an extension of their in real life (IRL) networks. Make sure that your content is educative, entertaining and that it goes beyond commercial purposes only. Get involved in what is happening around the globe and centre authenticity, conscientiousness and inclusivity. These generations are the most socially and environmentally conscious yet, and they know the difference between superficial content and authentic engagement.
In our ever-changing world, it is vital to always be one step ahead. The increasing complexity of society and technology can make it difficult for businesses to stay on top. As Millennials and Gen Z-ers come into their peak earning years, staying aware of the latest trends will be critical to success in the future.