Gen Z is officially the next generation of spenders. Moreover, they have grown up with the concept of, not only the internet, but social media and all the platforms involved; digital nativists. They are composed of 2.1 billion impressionable minds and with so many owning mobile devices it infers that the most effective way of reaching these digital nativists is through social media.
It has been reported that Gen Z spends an average of 7.3 hours on screens throughout the day.
The perfect opportunity to seize for digital marketing.
Despite the teaching of ‘stranger danger’, the younger generation has an extraordinary, sometimes dangerously naive, ability to trust others through social networks. This can be through one-to-one conversations, all the way up to ‘viral’ influencers.
While paid promotion may seem a waste, especially for B2B marketing, the reach of the advocates is extremely wide. Many control thousands and even millions of devoted followers, ensuring high visibility for brands is linked. Looking at this characteristic psychologically, many individuals follow and like the content with which they identify or aim to become. This identification could also be related to a form of psychology discovered by Albert Bandura; Social Learning Theory. This finds that the more others wish to be, or are already aligned with a role model (in this case, an influencer), the more likely it is that they will repeat their behaviour (buying or interacting with your business).
As the younger generations are so heavily led by social media, it creates the perfect opportunity to market. An influencer is also another great idea due to the human touch. If Gen Z’s can see the personal, relatable side of an influencer, they can identify and imitate more behaviours. This is what many organisations overlook; so, having a ‘friendly face’ as an advocate for your business may go a long way.
TikTok is a prime example of how beneficial influencers can become. Branded Mission is a new feature that has been added recently, where brands decide an aim, and influencers are alerted to create videos for it. Many of these have become ‘viral’ and gained much momentum. Omolala Jewellery is a success story; 1.8 million+ impressions on TikTok, in turn giving 20.5k followers on Instagram, and a highly impressive sales rate.
Gen Z’s are arguably the most moral of the generations, after various movements and liberation such as LGBTQ+ and BLM. With the use of social media, many injustices have been brought to light, making this age range immensely concerned with ethical backgrounds. To hone into this characteristic is of high importance in 2022, as many Gen Z’s support organisations that are in line with their own, personal morals. Emotive marketing can highlight this personal, and ethical viewpoint to engage with the younger audience. Adverts are also becoming decreasingly effective on social media, as many ‘skip advert’ features have been developed. So to keep interested, and gain impressions, the best cause of action would be to align with the social movements.
Sustainability is a huge aspect of Gen Z’s life, as they strive towards a healthy planet. Whether it is tweeting about the latest way to save paper waste, or partnering with sustainable brands or influencers, this will definitely attract Gen Z. Invest any time you have in building an ethical, eco-friendly view on social media, however, make sure that it remains authentic otherwise you may be seen as greenwashing.
While it may be a slightly undesirable trait, Gen Z holds the shortest attention span of the ages; 4 seconds less than millennials at 8 seconds. This means that any advertising has to be short and snappy. There is no point in prolonging a message for Gen Z’s, as they will simply skip through. If adverts are the route your organisation chooses to go down, guerrilla marketing may be the way forward, as they will keep the audience engaged and spark interest. While blogs and articles give a greater depth of insight into brands, many Gen Z’s instead prefer video content. This is why Reels have become so popular on Instagram. Tweets should be condensed into one or two sentences, usually with a catchy phrase and emojis.
For example, Skin Care by Hyram, a start-up cosmetics line, influences Gen Z through social media. The main feature when individuals view his website is the big lettering and serene picture. There is little text on the page, except the quote “Hello you wonderful person”. This small yet effective catchphrase plays into the emotive marketing strategy, and immediately creates a sense of belonging and loving. This is such a short line, to grasp the audience’s attention, but also leads them to the main page of products, by appealing to their short attention span. Skin Care by Hyram has grown an extensive following and fanbase, in line with his social media platforms. Hyram has achieved 1.2m on Instagram, 4.5m on YouTube, 6.8m on TikTok.
To summarise, Gen Z’s have many differences in comparison to other age groups; adding a new perspective to the working world. The marketing and PR strategies therefore must adapt as well to keep up with the many changes in age perception, helping to effectively reach Gen Z.
Analysing their differences can positively affect your organisation’s marketing and PR strategies, so from the Oggadoon team, we highly suggest a revamped social media plan when reaching Gen Z.
If you would like to find out more to discuss marketing for different age groups, please contact elena@oggadoon.co.uk.
Good form design is a cornerstone of conversion optimisation.
Without good form design, you risk disrupting the overall user experience.
A well-designed form removes frustration, makes clear the next steps, provides a positive experience for the user and will help to increase conversions.
Earlier this year, our Conversion Optimisation team headed to Experimentation Elite in London.
A celebration of CRO and experimentation, the conference provided a platform for marketers to share and expand their knowledge.
And the conference keynote – given by Craig Sullivan – got us thinking from the off. Good form design shouldn’t be difficult, so why do so many businesses get it wrong?
In his talk, Craig listed 16 ‘crimes’ that occur within form design. But, for the sake of brevity, we’ll summarise the most important and common that we see.
The copy on forms can have a greater impact on conversions than people credit it for. If you’re hiring developers and designers, skimping on copywriters could be costing more in the long run.
When handling form errors, offering inline validation and feedback will result in an increase in conversions. Providing this feedback while the user is completing the form, rather than waiting until submission, can minimize friction and irritation on failed submission.
Password constraints and too many rules create friction in many user journeys as people are left grappling for new ideas. It is recommended here to prioritize length over complexity and avoid “negging” by offering a password strength meter.
It is recommended that forms disable autocorrect and auto-capitalize on fields that may not have answers matching a phone dictionary, such as names. Autocorrecting answers where there is no mistake can be annoying and in some cases discriminatory.
Are you suffering from Premature Error Ejaculation? Craig identified in his presentation that “PEE problems” can frustrate and discourage site users so to prevent this, form field error validations should not appear before the user has finished their input.
It’s not just form design. There are so many crimes we see every day against Conversion Optimisation generally. And, as with form design, they’re mostly avoidable with just a little thought and planning.
The Crimes Against Conversion are often so deeply rooted that they can be hard to spot. But if you can avoid them, you will save yourself a huge amount of time, budget, and a lot of unnecessary pain.
You can read more about the Crimes Against Conversion here…
Now that people are venturing out in person to Industry events Like to let all BCI memebers know I will be attending footageMarketplace on behalf of Science Photo Library (SPL) on the 21 June, and it would be great to meet some of you while I’m there.
I’m sure allot of you would have dealt with SPL before , but if you haven’t Science Photo Library (SPL) is the world’s leading source of science and medicine images and video.
Register now and meet me there: footagemarketplace.com
Launch has been named the best small digital advertising agency in Europe at an award ceremony in Barcelona last night, May 26.
The paid media agency was recognised as the Best Small PPC Agency (under 25 employees) in Europe, and also won Best Use of Search in the B2B category for its work to drive global revenue for an ISO provider based in the UK.
The announcement was made at the European Search Awards, an annual event which rewards and celebrates the very best companies and people working in digital marketing across the continent.
The judges praised Launch for its ‘team-centric’ approach to its work, ensuring that the workload of their employees was carefully managed while also guaranteeing that their ambitious objectives were delivered for its clients.
Jaye Cowle, Founder of Launch was delighted with the awards; “Our mission is to be the happiest agency in the UK. I believe that happy people do great work, regardless of where you work or what you do. So, I am absolutely thrilled that the judges recognised this and saw how it is possible to deliver on challenging goals and have a happy work-life balance.”
Launch has offices in Bristol and Exeter and is currently recruiting.
Rita will talk about how she has found brand thinking not just fundamental to successful businesses of all shapes, sizes and stages, but also how you can apply it to yourself to ensure that you are as valued and influential as you can be. She will:
Tickets are priced at £50+VAT for BCI members and £75+VAT for non-members which includes a buffet lunch so there’ll be plenty of opportunity to catch up with old friends and make some new connections too.
If you’d like to join the BCI network, read all about becoming a BCI member here.
As a high-profile business leader, acclaimed brand guru and sustainability champion, Rita is able to inspire organisations of all kinds to find new ways to succeed in an uncertain world.
She has been called ‘Brand guru’ by the Financial Times and ‘The doyenne of branding’ by Campaign magazine. Retail Week commented that she is ‘A fabulous ambassador for business’. Alongside her board chairing and non-executive roles, Rita is a writer, keynote speaker, conference chair & practitioner on all aspects of brands, branding and business leadership.
Her career has included being a Vice Chair and Strategy Director at Saatchi & Saatchi, as London CEO and Chair at the global brand consultancy Interbrand and as co-founder of BrandCap. She is now a portfolio chair and non-executive director on the board of businesses including John Lewis Partnership, Nationwide Building Society and Ascential plc. Previous boards have included ASOS, Dixons Retail plc, Emap, Bupa and Populus Group. Her non-profit boards have included WWF (Worldwide Fund for Nature), the UK Sustainable Development Commission and Green Alliance. She was recently appointed Chair at Forum for the Future, the leading international sustainability organisation. In the 2014 New Year’s Honours List, Rita was awarded a CBE for services to the creative industries.
Rita is a regular columnist and media commentator, as well as author of ‘The Future of Brands’ and two editions of The Economist book ‘Brands and Branding’. Her new book on leadership ‘Love your imposter’ was launched by Kogan Page in September 2020.
Would you love to work on exciting projects for amazing nonprofit organisations? Such as running paid search and social to raise millions for the Disasters Emergency Committee’s Ukraine appeal and supporting organisations such as Mind and Samaritans to reach people in need. We only work with socially responsible organisations doing good in the world.
If you’re keen to launch a career in digital marketing, you enjoy writing great copy and have good attention to detail, you should apply to our Digital Marketing Academy Day! You don’t have to have any previous digital marketing experience but you must be excited and eager to learn!
The Academy is a 12-month paid programme where you’ll learn new skills while working alongside mentors, leading to a full-time role.
The first step – apply to join our Digital Marketing Academy Day on Tuesday 24th May, hosted at our central Bristol office on Colston Street. Find out more and apply.
This is a great time to join Torchbox – we’re 100% employee owned and business is booming.
With 81% of people in the UK today saying that creating a well and healthy world is the biggest challenge of the 21st century and 52% of people in the UK saying that they have felt more unwell since the beginning of the pandemic, the immense scale of the task ahead is very clear.
To further explore this growing challenge, last week (April 28th), McCann Bristol and McCann Synergy hosted the second Talks on Toast event of the year, Truth About Wellness.
Hosted by Kathryn Ellis, Managing Partner, Strategy at McCann Bristol alongside Rodney Collins, Director at McCann Worldgroup Truth Central and Chloe Foy, Behavioural Strategist and ACC Coach at McCann Synergy, the event uncovered research based on 10 years of trended global data about the shape, role and meaning of wellness in consumer lives across 26 global markets – uncovering insights around mental, physical, emotional, financial wellness and much more.
Focusing on wellness both today and tomorrow, the research timeline demonstrated huge shifts in consumer behaviour from before the pandemic through to now. A large emphasis was placed on how far wellness has come in the last decade and the importance that is now placed on this for both customers and workforces.
With 74% of people saying they’re definition of wellness has evolved in the past year, what does it mean to be ‘well’ in today’s world? The insights uncovered suggest wellness remains multi-dimensional, however the definition of wellness we are familiar with needs to expand. Rodney talked through the eight dimensions of wellness including; emotional, financial, spiritual and social, with the focus drawing more now on how a sense of lack in one area can negatively impact another.
Rodney commented: “We’re really noticing that in the past 10 years what has shifted is that each of these dimensions appeared to exist in a silo, there was no mention about how ones mental health could impact ones physical health, how the bacteria in our stomachs affect how happy we are, how loneliness increases our chances of developing heart problems, or how the hitting costs of urban ride sharing is increasing environmental pollutants, which in turn are driving higher rates of Asthma. So the wellness conversation today has really become expansive, interconnected and networked.”
The discussion continued by identifying the erosion of this siloed approach, delving into the evolution of the wellness conversation and addressing five key additional shifts brands and businesses should foster and strive for to ensure a positive wellness evolution in the workspace.
Talks on Toast is a quarterly event hosted by McCann Bristol, delivering insight and global research at a local level based on key global topics.
All businesses benefit from content marketing. It doesn’t matter what industry or sector your business is in, or how well you’re already performing. By committing to a content marketing strategy, you’re sure to boost traffic and therefore sales. Regular content is the best way to stay on top with the ever-changing demands of algorithms and SEO best practices. It keeps your website regularly updated, feeds content into your social channels, and shows your audience and potential customers that you’re on top of your game. Here, we’ll explore why you need content marketing for your business.
Whatever industry you’re in, it’s unlikely that your brand has no competition. And one way to set yourself apart from that competition is with excellent content marketing. One of the reasons content marketing is a strong tactic for brands competing against other, similar businesses is that it helps to establish trust and build your brand identity.
Through your blogs, social media, and other content marketing channels you can establish exactly who your brand is and what it stands for. And once customers have an idea of what this is and how it aligns with their needs and values, you’ll be the first business they turn to when they need your product or service. After all, very few people take a chance on new brands without understanding who they are and how reliable they are. With your content marketing, you can make this known before people are even at the point of purchasing.
One thing has always been true in business: customers don’t want to buy from a brand they don’t trust. For as long as businesses have been selling goods and services, they’ve been striving to develop trust between their brand and their audience. Now, in a world where customers look to review websites before buying, it’s more important than ever to build a brand with a strong reputation.
One way to do this is through content marketing. Quality content that’s relevant to what you do and highlights your expertise is a simple way to build trust with your audience and any potential customers who might be researching brands in your industry before making a purchase. The more quality content you have out there, the more likely customers are to believe in your credibility.
Without going too deep into the inner workings of algorithms, it’s important to understand the value of creating content that works in your favour. Basically, the more often you update your website with new content, the more likely it is to rank well in search engine results because their algorithms will understand that your site is active and up to date. Content marketing is also a good chance to incorporate some SEO keywords relevant to your industry and the kinds of things your audience will be searching, which in turn will make it easier for them to find you.
The point of all this? Website traffic. The more someone visits your website, the more likely they are to eventually make a purchase. It keeps your brand front of mind, and will be the place they turn for authoritative content on a subject they’re interested in. And returning traffic results in lead generation.
Generating leads from digital content is similar to our point above about making people return to your website again and again. In fact, all these points are intrinsically linked. Since the more they come to your website the more they understand your brand’s identity and establish trust in what you do and your expertise.
Generating leads is essentially the main reason you’d do any kind of marketing. You want to attract customers and for them to make a purchase from you. By attracting those customers through content marketing you are able to build a rapport with them before they even buy from you. They’ll develop an understanding of who you are, and will be more likely to consider you a trusted source when they do come to purchase. This results in more quality sales and leads, rather than those who buy from you without knowing anything about you and might then be unhappy with the service or product. Good content marketing places itself in front of a potential customer when they’re actively looking for what you do, meaning it’s a quick sale from someone who already knows that they need you.
Bending and shaping content to fit the ever-evolving demands of SEO and algorithms can seem like a pain. But one of the benefits is that it makes tracking and analysing the results of your content marketing easier than ever. 97% of consumers use the major search engines to research and find goods and services, so if you’re not appealing to their algorithms, you’re missing out.
Organic search will show you how many people find your content and your website via a direct keyword search. These keywords will help you to angle your content towards the kinds of things you know your customers are searching for.
You can also analyse the content that performs best, where the traffic comes from, and how long they spend looking at your content. All of this can inform your content marketing strategy – after all, it’s not set in stone. You should be prepared to mould your strategy to the results of your analytics.
Still feeling confused about how to build a successful content marketing strategy for your business, or why you need one? Get in touch with OggaDoon. Our team of content marketing experts know everything there is to know about creating and running a top content campaign, so you don’t need to think about it.
Last month was B Corp month — a time to appreciate what it means to be a B Corp. The B Corporation is a global movement of businesses rethinking what it means to be successful, focusing on regenerative, inclusive, and equitable practices that benefit everybody, not just the people at the top.
B Corp businesses not only listen to the demands of the climate crisis — they’re often leading the way. It’s a huge psychological shift taking place in the business sphere, happening across continents. There’s now over 4,600 B Corps in 78 countries around the world, covering 155 industries. We’re chuffed by how far this movement has grown. Tusko is also growing, and we’d like purpose driven creatives to join us.
We built our agency on the idea that private enterprises have a vital role to play when it comes to climate change, social injustice, and every unbalanced axis that tilts our world away from what’s good for all.
We’ve always wanted to be a part of the wave making a positive difference in the world. Because with the pressures of climate change just getting more intense by the year, we can’t just carry on with business as usual.
Our entire economic world is built on a model that has directly resulted in the catastrophic environmental effects we’re beginning to witness all around us, and will have to adapt to over the coming years. So for businesses to become a part of the change we need to see, they need to be solidly accountable for doing things in a better way.
Luckily, it is completely possible to balance profit, and purpose. And as Mark Carney warns, can businesses afford not to adapt, and create those urgently needed solutions?
The journey to B Corp certification has given us an incredible framework to grow with, and we’ve had to ask occasionally awkward questions of our suppliers and our customers.
Our practices as an agency now include…
asking if our associates have a ‘Code of Ethics’ in their business.
enquiring if they have relationships with ‘Sin industries’): Tobacco, Alcohol, Gambiling, Weapons, Pornography, Unfair Trade Practices, Fossil Fuels, Diamonds and precious gems, fast fashion, Pharmaceuticals, and businesses with their workforce in 3rd world countries.
asking if they would be happy to fill in our ‘Sustainability Survey’, to assess performance in this area.
But while we’ve had to make some hard decisions as a result of shifting our business to align with our ethics, we’ve also attracted some exceptional clients along the way too.
We’ve been working closely with a Bristol-based law firm NRG to create their new digital identity, and support an exciting rebrand project. They’re also on the journey to B Corp certification, and as we understand it one of the main reasons NRG wanted to work with us was because we are B Corp certified.
It’s highly rewarding to be able to work together with businesses from other sectors towards a common, essential goal.
We’ve been motivated to begin our B Corp journey by businesses who are already transforming our economy by transforming themselves.
We look to brands like Patagonia, a north star for sustainability in big business for many. They make the coolest outdoor gear, and they’re also a beacon for major corporation ethics, and contributions to sustainability.
Tony’s Chocolate have been making waves too — you might have seen their colourful campaigns against slavery in chocolate production.
At a Bristol Creative Industries virtual event recently, following an excellent Andy Hawkins presentation, Nick Dean and I shared our positive experiences of the B Corp process & why we think any organisation should give it serious consideration.
I’ve been asked a few more questions about the “business case” for B Corp following the event, so thought I’d cobble my thoughts together…
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