Last time, we revisited numbers 10 through six of our top 10 posts of 2017. Today we’ll wrap it up with the top five – enjoy!
#5 – Baby Boomers and Social Media Advertising
According to an estimate from eMarketer, almost half of Baby Boomers were expected to use social networks in 2017. We wanted to know what they were doing on social media. Turns out they enjoy accessing social media platforms on their smartphones, though not to the extent of Millennials and other younger generations.
Facebook is the most popular social network among Baby Boomers – just over 15 percent spend 11 or more hours a week with it! Seventy-two percent of internet-using adults aged 50 to 64 use it, and 62 percent of those over 65 use it. The runners up are LinkedIn and Pinterest. Nineteen percent of those 50 and older use messaging apps that function similarly to social media.
Baby Boomers are relatively likely to take action on what they see in their feeds. More than half will visit websites or follow brands and just over a third will make a purchase. However, Baby Boomers are, overall, more apt to observe than initiate regular engagement with brands. Further, they will unfollow brands that send too much spam or with which they have bad experiences.
Takeaways for advertisers include:
- Concentrate on Facebook and its targeting options.
- Allow videos to be longer, slower-paced and info-packed.
- Promote coupons and deals.
- Consider LinkedIn, as it’s more popular with older generations.
- Diversify from mobile, as Baby Boomers are less likely to purchase there.
#4 – Teens and Trust in Advertising
With all the talk about Millennials, we sometimes forget the generation coming up behind them – Generation Z. The oldest members of this group are in the first years of adulthood , and becoming a force for advertisers to reckon with.
It’s important to remember that many Gen Z folks still live with their parents, and can’t use devices and platforms as older people do (limited access to funds, devices, software, etc.). For example, they might use ad blockers less than Millennials do, but that doesn’t mean they love ads. At the same time, they readily admit that ads influence them, yet trust those ads less than older generations do.
Advertisers need to know that teenagers are not tolerant of invasive ads, especially on mobile and in video. They’re alright with branded content in their news feeds, but find ways to avoid ads altogether, whether it means paying for premium service or simply looking away from the screen.
Remember, despite their dislike of ads, Gen Z is still influenced by them. To reach them without turning them away, know that they:
- Prefer smartphones to other devices and shopping in-store to online.
- Are willing to share shopping history and contact info, but not so much personal and payment details.
- Want humor and originality alongside sincerity, authenticity and purpose.
- Influence household spending.
- Can quickly tell relevant content from the white noise of the digital landscape (so be relevant).
#3 – Move Over Millennials, Gen Z is the Next Wave of Consumers
The conversation on Gen Z began in February for us, and it seems this is a popular topic.
Gen Z is the first generation to only know a world where computers, cell phones and networks are everywhere. The youngest of them are barely in school yet, but the older ones are already impacting the digital landscape.
Members of Gen Z generally spend their free time online, and expect to move seamlessly from one device/platform to the next (including the non-digital). Their most common digital activity is texting or chatting, with entertainment and gaming coming in next.
What informs the purchases of Gen Z? Quality, recommendations from friends, the shopping experience and brands that are socially and environmentally responsible. Advertisers should concentrate on building their trust, being authentic and understanding how this generation uses the various social platforms.
#2 – How Small Businesses are Ramping Up Digital Advertising
In March, we dove into an eMarketer piece on how small and medium businesses (especially newer ones) are shifting their spend to digital ads.
One aspect of the shift is a general rise in the budgets of these companies. Specific to advertising, growth is happening in mobile marketing, online display and paid search.
Social media is also gaining ground for marketing, though smaller businesses have a challenge here: Viewing social media as free advertising you can do yourself doesn’t usually account for the time this strategy needs. Even small businesses should have someone dedicated to the task.
Another challenge is mobile advertising. Many smaller brands don’t optimize their sites for mobile or have a mobile strategy, which can be damaging.
This led us to ask if small businesses are really ready for digital advertising. Finding someone to do the job and turning leads into customers are real challenges. The following tactics can help small and medium businesses succeed in this space:
- Marketing automation.
- Personalized email marketing.
- Social media management tools.
- Content and video marketing.
#1 – Best Practices for the Most Successful Gmail Ads
Our No. 1 post of the year was on how to get the most from your Gmail ads.
Gmail ads appear at the top of user inboxes in the “Social” and “Promotional” tabs (on mobile or desktop). They open up like an email, and feel more personal than regular ads. Templates and targeting are available to advertisers, who are only charged for the initial clicks on the unopened ads.
These are the best practices advertisers should follow when creating Gmail ads:
- Display your ads to the right people (those most likely to take action on them) by using targeting, Customer Match and Similar Audiences.
- Make collapsed ads enticing by including the most relevant information in the first 40 characters and highlighting time-sensitive deals.
- Ensure your ads promote conversions once users expand them by testing templates and including calls to action.
- Analyze metrics and use them to optimize your ads for the better.
And there you have it – our top content of the year. As our readers appear to want information on advertising to various generations, small business digital advertising and innovative ad formats, we’ll work to bring you more of that research in 2018. In the meantime, Happy New Year!