Digital advertising seemed easier when your focus was on advertising in print media. Those days are long gone as retailers are focusing on millennials that were born in the 1980s and 1990s. Most do not remember the world without internet in their homes. Therefore, retailers need to change their digital advertising techniques.
Recommendations From Friends Carry More Weight
Facebook, Instagram, Snapchat, Twitter and many other social media outlets make it very easy for millennials to see what their friends are thinking about any topic. Since people naturally trust what their friends are thinking more than what a retailer is telling them, retailers must create methods to encourage people to say great things about their companies.
The first step that retailers need to do is listen to their customers. One possible suggestion is to participate in secret shopping programs to see what type of experience a customer is truly receiving. Use Social Mention and other programs to see what your customers are saying about your business online is vital.
Once a company can be sure that customers are receiving outstanding service, then find ways to share that message. Create a page where customers can leave reviews. If your business is part of a review site, then allow Google to post those reviews right on the search engine result page. Create customer testimonial YouTube videos to allow others to see the results from real customers.
Nearly 44 percent of customers say that they are willing to promote products to their friends in exchange for a small gift which is far cheaper than hiring a celebrity to promote your product especially when you consider that 84 percent of millennials say that they trust these recommendations more than what others say.
Use Smartphone Advertising
The average millennial checks their smartphones more than 43 times a day. You must be competing in mobile advertising if you want to beat out your competitors.
Start with thinking mobile first when designing new websites as this forces you to think about what content and images are really the most important. Using this approach allows the designer to focus up rather than eliminate important elements. Choose typefaces, colors, and interface elements like buttons, menus, and input controls to make it easy for mobile users to navigate your site. Make sure that your site is responsive.
Use Cause Advertising
61 percent of millennials say that they are very concerned about leaving the world a better place than it is now. Therefore, cause advertising is very effective. When your company does something good to help the world, let others know through your advertising.
Successful retailers will change with the times by adapting these three methods. Make sure to always have a way for your customers to share with their friends, have a mobile site and do cause advertising.