P lay the Game: Marketing & Selling Onlinewith Jessica Norby, Business Development Executive
How do you engage with media?
#DigitalFacts #MicroD
MARKETING & SELLING ONLINE
Shoppers Examples
OVERVIEW
Five generations define our society
each with their own buying cycle
The biggest & best know their
brand. Learn how they do it right.
Trends ActionTech trends
change. Get the details for 2017.
Move beyond talk. Take action!
Who is your customer?SILENT GENERATIONBefore 1945
BABY BOOMER1946-1965
GENERATION X1966-1980
MILLENNIAL1981-1995
GENERATION ZAfter 1996
BOOMER BUYERS & GENX POWER
BOOMERS
GEN X
• Accountfornearly50%ofretailsales
• 85%researchonline
• 27millionBoomersusesocialnetworking
• 75%morelikelytopurchasewithcouponorloyaltydiscount
• Only25%ofUSpopulation,butclaims31%oftotalincomedollars
• Emailreignsasoneofthemostimportantchannelsforthisgeneration
• 78.7% preferdigitalvideooversocialnetworking
• 7in10GenXerswillmakeadigitalpurchasethisyear• 65%boughtatleastonceamonthfromstoreswithloyaltyprograms
C ommunicate. Be Transparent. Be Relevant. Care.
MILLENNIALS
• 90%ofMillennialsresearchproductsonline
• 247%morelikelytobeinfluencedbyblogsorsocialnetworkingsites
• 68%areinfluencedbyfriends’socialmediapostswhenmakingabuyingdecision
• 84%sayuser-generatedcontenthassomeinfluenceonwhattheybuy
• Millennialsgrewupduringanageoftransparency– theydon’ttrustads
Communicate.
• Millennialsknowyouseetheircomments,messages,andphotoposts.
• Theyknowyoucanseewhenyou’retagged,mentioned,orliked.
• Taketheopportunitytointeract,engage,andcommunicatewithyouraudience.
Be Transparent.
• Millennialsautomaticallydistrustadvertisementsbecausewethinkthey’reall“spin”.
• Openyourbusinessupalittle.Showwhat’shappeningbehindthescenes.
• Transparencybuildstrust.
Be Relevant.
• Producecontentthatlinesupwiththeirneeds,theirwants,andtheirgoals
• Rememberwhoyou’respeakingto,talktothemasequalsbutsteerclearofusingcurrenttrendylingo.
Care.
• Provethatyou’remoreconcernedwithprovidingsomethingofvalueinsteadoftryingtomakeaquickbuck.
• Ifyou’regoingtotellpeoplethatyourproductwilltrulymaketheirlivesbetter,thenyouneedtobelievethataswell,andthenshowthemyoubelieveit.
Who is doing it wel l?
TOMS SOCIAL RESPONSIBILITY & NETFLIX EVOLVES
BOOMER
• Establishesaculturewherephilanthropyandprofitcanco-exist• Encouragescustomerinteraction• Customerssharestories,experiences,andphotosasawaytoraiseawareness
Whattheydidright:AllowedMillennialstolivethestoryandalignthemselveswithabrandthathasacause.
• SocialsettingsandfeaturesthatconnectNetflixandFacebookaccounts• Exclusivecontent,ease-of-use,andconstantlyupgradedapplications
Whattheydidright:RecognizedtheevolvinglifestylesofMillennialsandchangedwiththem.
What is trending?
POPUP DOOMSDAY & SSL CERTIFICATES
POP-UPS
SSL
• Ifyourwebsitecontainsanunsolicitedpop-upthattakesupmostoftheuser’sscreen,Googlewillloweryourpagerank.
• Googlewilldirectfewerpeopletothesitesthatbreakthisnewrule.• Encouragecustomerinvolvementbeforepresentingthepop-uptobe
compliantwithGoogle’snewapproach.
• Googlewantstocreditwebsitesthatareprofessionallymaintained• Encouragewebsiteownerstouseencryptionforsecurityorsafetyreasons• Prevents"eavesdropping"and"phishing"viaawifi connection• SetsthefoundationforfutureeCommerce initiativesforsitesnotyet
sellingonline• Blogarticle:“NewGoogleChangesyouneedtoKnow”
Action P lan1
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3
Identify your “Authenticity” & “WOW factor”
Implement in the online environment• What is your value statement• Website, Social Media
Identify your Target Audience• Market to that audience
What companies do you follow online?• Will they work for your business? Try it.
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5
Stay current with Google web trends
Get in touch.
800.964.3876|www.microdinc.com|@microdinc