ADHD: The Secret Weapon for Success in Marketing? [Industry Research]

The marketing industry has more people diagnosed with Attention Deficit Hyperactivity Disorder (ADHD) than you might think, according to our recent study. 

In fact, a whopping 38% of marketers surveyed reported having ADHD, compared to just 3-4% of the general population.

But here’s the twist: having ADHD could actually be a major advantage in the marketing world. 

The study found that people with ADHD tend to possess qualities that are highly valued in the industry, such as creativity, innovation, multitasking skills, and the ability to thrive in fast-paced environments with tight deadlines.

The Study

Go Amplify conducted a survey on LinkedIn, involving 184 marketing professionals, to explore the possible correlation between the marketing field and ADHD. 

Our initial goal was to identify those who had been diagnosed with ADHD. 

Surprisingly, 38% of participants disclosed their ADHD diagnosis.

After identifying those with a formal diagnosis, we proceeded to inquire if the following well-known ADHD traits and symptoms resonated with the marketing professionals: 

• When you’re working, do you often find you are either hyper-focused on a task or can’t concentrate at all (task paralysis)?
• Do you need a strict deadline to be able to complete a task?
• Do you find yourself getting distracted whilst completing a task and end up doing several other tasks?
• Are you a natural creative who always has several ideas?
• Are you impulsive? (Acting or done without forethought)
• Do you often find yourself interrupting others?

We considered it important to highlight participants who exhibited four or more of the aforementioned characteristics identified as common ADHD symptoms by the NHS. 

Intriguingly, our study revealed that an astounding 77% of marketers exhibited four or more ADHD symptoms. 

This discovery suggests that the marketing field may be particularly welcoming to neurodiverse individuals. However, it’s crucial to remember that exhibiting four or more of these traits does not necessarily indicate a diagnosis of ADHD.

ADHD Diagnosis

Exhibiting specific traits may suggest ADHD tendencies, but these alone are not sufficient to confirm a diagnosis.

If you suspect you may have ADHD, it is recommended to seek assistance from a healthcare professional or specialised organisation. However, due to the often challenging path to diagnosis, which can negatively impact those looking for support and treatment, many individuals opt to investigate and employ natural strategies to manage their symptoms safely.

The duration of wait times for ADHD diagnosis in the UK can differ greatly based on the location and the particular NHS trust involved. As per the information gathered by the ADHD Foundation from Clinical Commissioning Groups (CCGs), waiting times can range from as little as four to six weeks up to nearly two years.

Misdiagnosis and underdiagnosis are also prevalent due to insufficient awareness and understanding. 

Research from ADHD UK reveals that a staggering 80% of individuals with ADHD remain undiagnosed, corresponding to approximately 2 million people in the United Kingdom.

Strategies to maintain focus

Maintaining focus can be challenging for people with ADHD, but implementing a few small changes can help improve concentration and productivity. Here are some quick tips to work into your work schedule to improve focus: 

1. Break tasks into smaller steps – Divide large tasks into smaller, more manageable steps. This can help make tasks feel less overwhelming and increase the likelihood of maintaining focus.
2. Use timers – Set a timer for short periods (e.g., 20-25 minutes) to work on a specific task, followed by a short break. This technique, known as the Pomodoro Technique, can help maintain focus and prevent burnout.
3. Minimise distractions  – Clear your workspace of any unnecessary items, close irrelevant browser tabs, and silence notifications on electronic devices. Consider using noise-cancelling headphones or listening to white noise or instrumental music to minimise auditory distractions.
4. Prioritise tasks – Make a to-do list and prioritise tasks according to importance and urgency, tackle the most critical tasks when you feel most focused and alert.
5. Set specific goals – Establish clear, achievable goals for each task or project. This can provide a sense of direction and motivation to maintain focus.
6. Establish a routine – Create a daily routine to structure your time, including regular sleep, meal, and break times. This can help create a sense of predictability and stability, making it easier to focus.
7. Practice mindfulness – Engage in mindfulness exercises, such as deep breathing or meditation, to improve focus and concentration. Regular practice can help train the brain to be more present and attentive.
8. Take regular breaks – Give yourself short breaks to rest and recharge. Breaks can help prevent burnout and maintain focus throughout the day.
9. Use visual aids – Use visual tools, such as mind maps or flowcharts, to help organise thoughts and ideas. Visual cues can help maintain focus and simplify complex tasks.

Everybody is unique, so it may take some experimentation to find the strategies that work best for you!

Thoughts on ADHD within Marketing

We reached out to numerous freelance marketing professionals to gain insight into the prevalence of ADHD within the marketing industry. We posed the question, “Do you think the marketing industry attracts those with ADHD?” The responses we received were quite enlightening:

"100%. I don't think those with ADHD (or symptom heavy) purposefully choose marketing. I believe the nature of the industry, the characteristics and qualities of individuals it requires and the creative chaos attract them"

Saffron Sumner PR & Marketing Freelancer

"I think the marketing industry attracts people with ADHD as we tend to lean more on our creative side, it's also fast-paced with lots of new and exciting projects to work on so it never feels boring"

Demi Aspey Freelance Copywriter

"Fast-paced, creative and flexible: a perfect match for ADHD. When I first stepped into marketing, I was unaware of my ADHD. But, looking back, it’s easy to see why I was drawn to the industry. The high-energy culture and variety of tasks make it ideal for people like me, who crave stimulation and enjoy thinking outside of the box. No day is the same, and I wouldn’t have it any other way"

Robyn Clarke Freelance Copywriter & SMM

"I didn’t intentionally choose marketing, it started out with an apprenticeship. I’ve always been attracted to social media, particularly because of the dopamine hit from using the platforms. I quickly found out it suited a lot of my qualities and enabled me to thrive. Naturally, I work very differently from neurotypical individuals. Leadership will always look different, my work ethic etc., and being in marketing has accommodated that."

Amy Elliott Copywriter & marketer

Joshua Daniels, founder and MD of Go Amplify, goes on to explain, “As a marketing agency owner, I have come to realise that ADHD can be a unique strength within the marketing industry when properly harnessed. By embracing the various facets of ADHD, such as hyperfocus, creativity, and adaptability, marketers can leverage these qualities to generate innovative strategies, quickly respond to changing trends, and remain passionately engaged in their work. Understanding and supporting team members with ADHD can not only lead to a more inclusive work environment but also contributes significantly to the overall success of the company.”

Success found with ADHD 

There are numerous examples of successful individuals in the marketing and business world who have been diagnosed with ADHD. 

Sir Richard Branson, founder of the Virgin Group, which includes over 400 companies in various industries, has been open about his ADHD diagnosis. 

His entrepreneurial spirit, creativity, and willingness to take risks have helped him build one of the world’s most recognisable brands.

David Neeleman, the founder of JetBlue Airways and Azul Brazilian Airlines, has credited his ADHD with enabling him to think outside the box and identify opportunities for innovation in the airline industry.

The founder of IKEA, Ingvar Kamprad, revolutionised the furniture industry with his innovative approach to design and marketing. He has attributed his success in part to his ADHD, which he believes helped him develop a unique perspective on problem-solving.

Final thoughts

The high percentage of ADHD identified in the marketing industry highlights the importance of recognising and embracing the unique strengths that individuals with ADHD bring to the table.

As demonstrated by the success of celebrities and business leaders with ADHD, the condition can be an asset in the fast-paced and creative world of marketing. 

By fostering an inclusive and understanding work environment, businesses can harness the potential of professionals with ADHD and contribute to their continued success in the marketing industry.

The post ADHD: The Secret Weapon for Success in Marketing? [Industry Research] appeared first on eCommerce Marketing Agency | Go Amplify.

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Developed especially for eCommerce brands, Google Shopping Ads are the ideal choice for getting your products in front of customers right as they’re ready to make a purchase.

Showcasing product images, key information and price right on the SERP, shopping ads are much more engaging than traditional text based search ads – as evidenced by the fact that 85% of all Google Ad clicks are on shopping ads – making them perfect for driving shoppers to your site.

But to get the most out of their Google shopping campaigns, many retailers are adopting the use of comparison shopping services (CSS).

What is a CSS?

Described by Google as “a website that collects product offers from online retailers and then sends users to the retailers’ websites to make a purchase,” a CSS in simple terms helps eCommerce retailers advertise their products online.

Some CSS will advertise products on their own websites, displaying them alongside similar products so that consumers can compare the different products available. While others will advertise their retail partners’ products through other channels – in particular, we’ll be looking at comparison shopping services that specialise in Google shopping ads.

Essentially, CSS show shopping ads in Google search results, the same way that Google Shopping does, as illustrated below.

Aside from the channels through which they advertise your products, or if they specialise in a particular retail sector, CSS will also differ in their service offering. A CSS will offer product feed management and/or bid management tools to help optimise your shopping ad campaigns for improved performance.

Benefits of using a CSS

There are two main benefits of using a CSS for your ad campaigns (either instead of, or alongside Google Shopping):

Cheaper Bids

For anyone who is unfamiliar with Google’s CSS partner scheme, it’s understandable that you might doubt the legitimacy of any claims that your ads might cost less if you use a CSS.

However, Google was hit with a €2.42bn antitrust fine by the European Commission in 2017 for giving an unfair advantage to its own shopping service and favouring its own ads over competitors’ in search results. This resulted in Google opening up the auction to more CSS partners and offering incentives for more to join – the most notable being cheaper bids.

Merchants who use a CSS will receive an approximate 20% reduction in cost per click for their shopping ads. This reduction in cost, offers a couple of advantages:

• A cheaper CPC for CSS makes the auction more competitive, allowing CSS to appear and have the same opportunities as Google Shopping to serve ads in the search results.
• Because CSS create ads and submit them to the auction in the same ways as Google Shopping, the maximum bids that you set will be the same as if you didn’t have the price reduction. Your maximum bid will now go further, increasing your position in the results, and/or increasing your overall impressions without increasing click prices.

Scale Your Ads

Saving money on your bids also offers more opportunities for you to scale up your ad campaigns. You have the option to reinvest the money you save through reduced bids back into your ad account, which (when managed effectively), can be a great way to grow your account and generate more impressions, clicks and sales.

However, it is important to note that, as mentioned above, despite a reduction in CPC, your ad spend may not actually decrease. Instead, your budget may essentially be re-invested for you, by increasing your ad visibility without costing you more.

What Changes When You Start Using a CSS?

Aside from the reduced CPC (and hopefully better performance as a result), you are unlikely to see any significant changes once you start using a CSS.

You are still required to submit your product details to Google Merchant Center (which is connected to Google Ads). You will have the same campaign settings, targeting and tracking options as you would in Google Shopping, so you won’t lose any control over your ads.

In terms of how your ads are displayed on the SERP, again, this is largely the same. When a customer clicks on your ad, it will still direct them back to the product page on your website as before. The only difference will be that the name of your CSS partner will be displayed at the bottom of your ad instead of the default ‘By Google’ label that is assigned to ads created through Google Shopping.

How Many Advertisers Are Using CSS?

Depending on the retail sector you operate in, and how competitive your market is, the number of advertisers using a CSS to manage their shopping ads will differ.

In more competitive markets, you will likely find a higher proportion of brands using CSS to help them gain a competitive edge in the auction (either through cheaper CPC or the assistance of their CSS partner optimising their product feeds).

While in more niche markets where there isn’t as much competition, most of the brands appearing in search results may be advertising directly with Google Shopping.

We’ve had a lot of success using comparison shopping services for some of our eCommerce PPC clients operating in competitive markets, helping us to maximise their budgets and increase their return on investment.

The post Comparison Shopping Services: Why Use a CSS Partner for Google Ad Campaigns appeared first on eCommerce Marketing Agency | Go Amplify.

It was the case in the past, and something that some marketers today still believe, that SEO and PR were two separate tasks, completed by different teams who didn’t really have a lot of involvement with each other. But in recent years, as high quality links have become a more important factor in improving organic search rankings, collaboration between SEO and PR has never been so valuable.

So how can SEO and PR work together to deliver great campaigns and achieve even better results?

Strategy Planning

To get the most out of your collaboration, it’s important to start working together right from the planning stage of both of your calendars.

Discuss key messaging, target keywords and your overall marketing goals to ensure that both SEO and PR’s strategies are aligned. Making sure that both teams are on the same page from the beginning will help you create content that captures your target audience’s attention, targets high volume search terms, and has a strong, shareable angle that can be highlighted to publishers.

Seasonality

Seasonality can play a key role in SEO content planning. Chances are, some of your key search terms will have significantly different search volumes at different times of the year (there aren’t as many people searching for winter coats in June as there are in October, for example). So it’s important to share search volume data for each of your key topics with PR to ensure that you’re both focusing on the right products and themes at the most beneficial times.

Manage Media Outreach

If you’ve got two separate teams working on influencer outreach, and those teams aren’t properly coordinated, you run the risk of two different people contacting the same publisher.

This can be confusing enough for the publisher if you’re contacting them about the same campaign, but if your messaging or content theme is different, this can be even more confusing.

During strategy planning, it’s important to determine which team will be responsible for contacting each type of publisher. For example, the SEO team may be best placed for contacting bloggers as part of their link building campaigns, whilst the PR team will be responsible for contacting publications and mass media.

Link Optimisation

One of the most straightforward ways that SEO teams can support digital PR is through optimising the links your site gains through coverage of press releases, or any other unpaid media coverage.

As SEOs, it’s important to advise PR teams on the specific pages you’re targeting for your current SEO campaign, and the keyword phrases that you’re aiming to improve search rankings for. This way, you can work together to determine how to place links in earned media releases, the most effective anchor text, and make sure the correct URLs are used to ensure you get the most SEO value from your work.

Build Brand Reputation

To secure the most valuable links, you need to build trust.

Of course, building up a great reputation from nothing can take a while. But by working closely with experienced PR teams (especially those who already have strong relationships with publishers in your niche), they can help you build your reputation, maintain good relationships and secure placements with authoritative sites.

Amplifying Content

Another reason why working closely with PR is so beneficial for SEO content teams is their ability to share and amplify your existing (or upcoming) content through their media contacts.

Creating great content takes time, especially if you’re conducting your own research or creating interactive assets for that content, so getting PR involved in the promotion of that content will help you get the most out of your hard work.

Pushing out your most unique, engaging or informative content to relevant publishers is an effective way to build links for SEO, attract high quality new visitors to your site and get some great media coverage.

Measuring the Success of Your Digital PR

When it comes to analysing the success of your digital PR (both from a PR and SEO standpoint), there are two angles from which you should look at measuring value: direct and indirect value.

Direct value – when a publisher links to your website, if a user clicks on that link and then makes a purchase (or completes another valuable conversion), that would be considered direct value.

Indirect Value – in this case, every other way your site benefits from link building activity is considered indirect value. As gaining links helps your site/page’s overall SEO performance, this will then contribute to increased amounts of website traffic, and as a result, conversions.

When we consider both ‘direct’ and ‘indirect’ value gained from media coverage, it’s important to remember that (although these are important) link building doesn’t only contribute to organic rankings. The links we build by aligning SEO and PR build brand awareness, increase traffic and engagement, and boost sales.

So what core metrics should we focus on when analysing the success of link building & digital PR campaigns?

Organic Rankings

As with the value gained, organic rankings are often considered to be an indirect metric due to links not being the only factor that influence your organic search performance. For example, if your site falls short on technical SEO, then building links may not give you the results you hope for.

However, if your sound is well optimised and technically sound, link building can be a powerful tool in your SEO strategy. And if improving your organic rankings is the core aim of your link building activity, then you may want to consider it a direct metric. Although you should keep in mind that results are not always instant, and in some cases it can take a few months to really see the benefit (although we’ve seen results come much quicker for some of our clients).

Referrals

An effective way to identify whether your content is being covered by the right publishers is whether links translate to new visitors to your site.

The best links are placed in articles and on sites that your target audience are interested in and interacting with. So if your links are reaching the right people, they should be driving traffic to your website.

Monitoring your referral traffic in Google Analytics will allow you to identify how much traffic you’re gaining directly from media coverage (and this is not including search traffic, ads or any other acquisition channels).

Conversions

The purpose of digital PR and link building is to get your content in front of the right audience. So if you’ve done this successfully and link placements are driving high quality traffic to your site, some of the very best links also result in sales.

Although, it’s important to note that not every link will result in an influx of direct traffic and sales, and sales aren’t always a realistic aim when it comes to media outreach. Every site, and every industry, is different, so to find the sites and publications that work best for you requires plenty of research and determination.

Search Demand

Successful media outreach, particularly if you secure placements on large sites such as national news sites, can sometimes even result in increased search demand for your brand or products.

If the product or point of interest you’re promoting is unique to you, or would result in unique search terms that can be related back to your brand, then you can monitor search volumes to identify whether demand has increased following your digital PR campaign.

So when it comes to your next outreach campaign, it’s important to think simply beyond building links, and consider how your SEO and PR teams can join forces to strengthen your efforts and achieve bigger and better results.

The post How SEO & PR Should Be Working Together (And How You Can Measure Success) appeared first on eCommerce Marketing Agency | Go Amplify.

The core principle of AIDA is that your advertising should bring attention to your product or brand, make potential customers interested in it, create a desire for your product, and then spur them on to take action and convert.

Each stage of the AIDA model can be quickly summarised as follows:

• Awareness – an individual sees your advertising and starts to take notice of your product.
• Interest – they develop an interest in your product and begin to think that it could benefit them in some way.
• Desire – they move on from just being interested in your product to actively wanting to own it.
• Action – they turn their desire into action and make the decision to buy.

While AIDA sets out the decision making process, it can also be considered a communications model, rather than strictly a decision making model. AIDA is commonly used (whether consciously or subconsciously), to help marketers decide how to communicate with their target audience at each stage of the purchasing funnel.

How can AIDA be applied to your eCommerce marketing strategy?

Awareness

The first step in any successful marketing strategy is to clearly define who your target audience is. To draw positive attention to your brand, any marketing messaging you put out must resonate with the right people at the right time.

With any business, but especially in eCommerce, one of the most effective ways to do this is through micromarketing, which focuses on small groups of tightly targeted customers. The more specific you can be in your messaging, the more likely you are to strike a chord with your target audience and draw attention to your brand.

Once you know who you’re trying to reach, you can start speaking to them. To bring new potential customers into the purchasing funnel, it’s your job to present key messages and pieces of information that make people curious about your products and your brand.

Some of the ways you can do this are by:

• Identifying which platforms your target audience are using, and the most effective ways to use these channels to promote your brand.
• Identifying the main challenge faced by your customers, and how your product can offer a solution.
• Writing straightforward, attention grabbing headlines.
• Creating bold visual content.

Interest

Once you’ve attracted new people to your business, the next step is to pique, and then keep, their interest. To be successful in this stage of the funnel, your content needs to be informative and engaging. Your audience will want to learn more about your brand, how your products could benefit them and whether you fit with their lifestyle.

The more aligned your brand is with the individual’s needs and values, the more likely you are to generate enough interest for them to make a purchase. To generate, and hold, your target audience’s interest, try the following:

• Listen to their problems – during the attract stage you may have focused on the one key area of concern for all of your customers. But now you need to dig deeper into all the different challenges your audience face, determine the reasons behind these challenges, and how you can provide a solution.
• ‘Show, don’t tell’ is especially true when it comes to generating interest with your target customers. Don’t just tell your audience about your product’s features, clearly demonstrate what it is, how it works, and how it could benefit them.
• Get your customers actively involved. Use the different channels available to engage with your audience and create an interactive experience to help them closer to, and more invested in your brand.
• Utilise a combination of educational information and persuasion techniques when creating content for people in the interest stage.

Desire

There’s often some confusion around the desire stage of the AIDA model, and how it differentiates from the interest stage. Think of it this way: the interest stage is about getting your audience to like your product, the desire stage is moving that interest into want.

Customers buy from brands they know, like and trust. When communicating with those in the desire stage, you’re working on building that trust, and motivating them to complete the purchase.

One of the most effective ways you can build trust with your customers is through user generated content (UGC) and social proof. Showing real evidence of people buying and loving your product is a powerful tactic in reassuring potential buyers and persuading them to take action.

Some effective ways to utilise UGC and social proof are:

• Case studies and testimonials from customers giving detailed explanations of their experience with your brand and how your product helped them.
• Customer reviews.
• Encouraging your customers to post about your product on social media and share their posts onto your official channels.

Action

This is the final stage of the AIDA model: action. Once you have generated enough desire for your product, you need to give those in this stage of the buyer’s journey the opportunity to take action and convert.

In the desire stage you made people want your product. During the action stage, you should maintain the positive sentiment, and make sure that nothing stands in their way once they make the decision that it’s time to buy.

Make sure whatever content or messaging you deliver to customers at this stage of the journey is of high value to them. They already know who you are and what your product is, so make sure that whatever you present helps them in some way. Clearly show the value of your messaging, while motivating them to act.

Take note of the following to successfully encourage your audience to convert:

• Reinforce your previous messaging by summarising the problem you are solving for them, and how the product you are advertising to them solves that problem.
• Focus on conversion rate optimisation. Where are the calls to action positioned and how prominent are they? Are there any barriers to conversion that you could break down? For example, unclear delivery and returns info, mandatory account creation, high shipping fees, or shipping fees hidden until late in the checkout process.
• Utilise tools such as abandoned cart emails to remind customers who almost placed an order to come back and complete the conversion.
• Create a sense of urgency with sales promotions such as timed discounts.
• Offer product bundling or recommendations to encourage customers to place higher value orders.

Retention

While retention isn’t technically a part of the AIDA model, it’s an essential part of any successful eCommerce marketing strategy.

While, of course, you need to make sure you bring in a steady stream of new customers to your business, you don’t want to put all this effort into attracting the perfect customers, just to lose them after their initial purchase. Plus, retaining your existing customer base costs less than acquisition, and can offer you a greater return on investment.

Here are some tips for creating a robust eCommerce customer retention strategy that keeps your customers happy and loyal:

• Email campaigns highlighting new product releases and sales promotions are one of the most straightforward ways to encourage your customers to return.
• Loyalty programmes where users collect points every time they place an order are beneficial for both you and your customers. They earn discounts, free gifts or other perks, while a tiered system will encourage them to place higher value orders.
• Refer a friend programmes help with both new customer acquisition and repeat purchases through rewarding the referrer.

When planning a campaign, many marketers follow the AIDA model without even realising. However, once you have a good understanding of it, AIDA is a powerful tool for informing your marketing efforts. And once applied to all aspects of your eCommerce strategy, the AIDA model is invaluable for helping you consistently, attract, engage and convert your ideal customers.

The post What Is The AIDA Model & How To Use It For Your eCommerce Marketing appeared first on eCommerce Marketing Agency | Go Amplify.

This is where marketing attribution models come in.

What is an attribution model?

Marketing attribution analyses the numerous brand touchpoints a customer comes across, or the actions they take, that contribute to them completing a conversion, and assigning a value to each of these events.

Depending on the attribution model you choose (we’ll get into some of your options shortly), the way you assign value to the different touchpoints in a customer journey will vary. But to put it simply, marketing attribution helps you understand which brand touchpoints are effective in encouraging customers to take action, and which should be given the credit for each conversion.

Why use attribution models?

Effective marketing attribution offers valuable insight into how your customers interact with your brand, and how your marketing efforts are influencing buyers. This enables you to alter your marketing tactics to better cater to the needs and behaviours of your customers, as well as to get full credit for the impact of your work.

But to do it properly, marketing teams must utilise advanced analytics platforms to aggregate customer data from across channels to ensure that each interaction in the sales journey is given the appropriate amount of credit.

Single touch vs multi touch attribution

Smaller companies, with simpler marketing and sales systems (if you only use a couple of marketing channels, for example) may benefit from using a single touch model, such as first click or last click attribution.

Multi touch attribution models, on the other hand, are more appropriate for businesses that use three or more marketing channels, or have a longer or more complex sales cycle. Most marketing teams will benefit from using a multi point attribution model, as this will give you more valuable insights into the effectiveness of your communications strategy.

Single touch attribution models

First Click Attribution

In a first click attribution model, all credit for a sale or conversion is given to, as the name suggests, the very first channel that a customer interacted with – their first click.

What does this look like in practice? Say you see an Instagram ad for a pair of shoes you like, so you click through on the ad to the website. You look around the site for a while, but don’t make a purchase.

A couple of days later, you receive an email from the same brand promoting their shoes. You click through on the email and this time decide to buy a pair.

In a first click model, your purchase would be attributed to the Instagram ad you clicked on, as this was your first interaction with the brand that kicked off your journey to purchase.

If your aim is to identify the channels and tactics that drive the most new customers to your brand, then a first click attribution model can be useful. However, when it comes to analysing effectiveness for conversion, the first click model isn’t typically the best choice, as it doesn’t take into account any touchpoints or actions taken after this initial interaction.

Last Click Attribution

Alternatively, in a last click attribution model, all credit is given to the very last channel a user interacted with before making a purchase.

What does this look like? Let’s go back to the previous example where you bought some shoes.

Again, you see an Instagram ad for the shoes you like, you click through but leave without buying anything. Then when you receive the marketing email, you decide to click through and buy the shoes.

This time, with the last click model, all of the revenue for the sale is attributed to the email, as this was the last thing you interacted with before completing the purchase.

This model is useful if you want to identify which marketing channels are providing the most conversions, however, as with first click, it fails to take into account any of the other interactions a customer may have before coming to the decision to buy.

Last Non-Direct Click Attribution

This attribution model is similar to the last click model, however, the difference is that any direct traffic is ignored.

What does this look like? Again, we’ll go back to our previous customer journey example. So you’ve clicked through on a shoe brand’s social media ad, and then you received a promotional email and clicked through on that too. But this time, you left the website a second time without making a purchase.

Then, a little while later you decide you do want to buy the shoes, so you type the website URL into your browser and go straight to the site where you make a purchase.

In a last click model, the sale would be attributed to direct traffic. However, in a last non-direct click attribution model, the direct visit is ignored, and the credit is given entirely to the promotional email.

Often, direct traffic are users who have already interacted with your marketing efforts numerous times. So this attribution model is useful for analysing the effectiveness of the final stages of your customer journey, without direct traffic diluting the data. But as with last click, this model also fails to take into consideration any other touchpoints prior to the final action.

Multi touch attribution models

Many marketers may not find value in using an attribution model that only gives credit to one channel. A customer will likely interact with a number of different brand touchpoints before converting, so each of these channels should be given credit for the sale.

Linear Attribution

In a linear attribution model, each interaction is weighed evenly, and given equal credit for a conversion.

What does this look like? So imagine a customer first clicked through to your website through a Google search ad, then a social media post, an organic search result and then finally a display ad before completing a purchase.

With a linear attribution model, each of these touchpoints would receive 25% of the credit for the sale.

A linear attribution model is beneficial if you are looking for a holistic view of your customer journey. However, linear attribution is often not advisable as if every interaction is given equal credit, how can you determine which channels are the most effective?

Position Based Attribution

A position based model (also sometimes referred to as U-shaped attribution), is a multi touch attribution model which prioritises the first and last interactions before a sale, but still gives some credit to any clicks in between.

So 40% of the credit is attributed to both the first and last touchpoints, and the other 20% is split evenly between the rest.

What does this look like? To keep things simple, let’s stay with the previous four point customer journey: the customer clicks through on a Google search ad, then a social media post, then an organic search result, and then finally a display ad.

With a position based attribution model, the Google search ad and display ad are seen as the most significant touchpoints in influencing the sale, so 40% of the credit is attributed to the search ad, and 40% to the display ad.

10% is then attributed to both the organic search result and the social media post.

A U-shaped attribution model is useful for giving insight into which channels are best for attracting new customers, and which are best for conversions, while still giving an overview of the customer journey as a whole.

However, because all interactions between the first and last are treated as equal, this may not give you a fully accurate picture of how much each channel contributed to the sale.

Time Decay Attribution

The time decay attribution model acknowledges that different interactions have different values, so each interaction is given a different amount of credit for the sale. Brand touchpoints that were interacted with closer to the time of conversion are given a higher percentage of the credit.

What does this look like? Again, let’s go back to our four point customer journey. In this scenario, the click through on the display ad which prompted the purchase session, would be given 40% of the credit for the sale. The organic search result before it would be given 30%, the social media post 20% and the initial Google search ad would be assigned 10%.

The time decay model is beneficial in identifying which marketing or sales channels are most effective at converting customers, and which are primarily acquisition channels. However, if your marketing activity centres around top of the funnel campaigns, a time decay model won’t be the right option for you as top of these actions will be the furthest from the point of conversion.

Data Driven Attribution

Data driven attribution is a Google attribution model which assigns credit based on how users search for a product or service using collected data. Google compares the click paths of customers who convert, and those who don’t, to identify patterns and assign attribution based on this.

Data driven attribution uses data from your Google Ads account to determine how people searched for your business, how each campaign, ad group, ad and keyword actually contributed across your customers’ conversion path, which had the most influence on the purchase decision, and which are the most likely to generate more sales for your business.

This is typically Google’s most accurate attribution model, as it’s specific to each ad account and takes multiple factors into account when attributing credit. However, data driven attribution requires a certain amount of data, and is only available to high traffic ad accounts that get a large volume of conversions (15,000 clicks and 600 conversions) each month, so it’s not an option that’s available to all marketers.

Choosing an attribution model

Unfortunately, when it comes to marketing attribution models, there is no correct choice or ‘one size fits all’ – each model has its own advantages and disadvantages that you’ll need to consider.

As a general rule, a multi point model is typically your best choice for insight into the different stages of your customer journey, with a position based model proving valuable to many marketers. However, if your main goal is new customer acquisition and brand awareness, you may find it more useful to focus on a first touch model.

Ultimately, what it comes down to is, does this model give you the information you need to meet your goals?

Take a look at the different marketing tactics and channels you use, and what your overall objectives are, and try to find the attribution model that will most effectively help you achieve your goals. Each model works, it’s all about trying them out and finding which one fits your strategy best.

The post Marketing Attribution Models: How To Choose The Right Model appeared first on eCommerce Marketing Agency | Go Amplify.

If a defective product you supply results in a customer’s injury, you could end up facing an injury claim.

How is my business exposed?

Anyone in the supply chain, from the manufacturer to the retailer, is potentially liable if a defective product results in the final buyer being injured by the product.

An injured buyer could have grounds to make a ‘product liability’ claim if the faulty product caused their injury. Depending on the circumstances, a claim could be brought against the manufacturer, importer, distributor or retailer. Although the majority of defective product liability claims are ultimately pursued against the manufacturer, the retailer will often be first in the firing line.

An injury compensation claim can be crippling, especially for a new or small business. Depending on the severity of the injury, compensation awards can exceed £100,000s.

Both UK and EU law require retailers to take ‘reasonable’ steps to make sure that any product they sell is safe to use for the purpose for which it is intended, or for any purpose for which it could, foreseeably, be reasonably used. If you fail to make the appropriate safety checks, or you are not insured, a claim could mean financial ruin.

Even If you do have suitable insurance in place, the policy small print might void your cover if you cannot demonstrate that you took all reasonable steps to ensure the safety of the product.

On what basis can a defective product claim be made?

The majority of defective product claims are made under the Consumer Protection Act 1987. The Act is the primary legislation giving consumers the right to claim compensation against the manufacturer or importer of a defective product if the product causes damage, death or personal injury.

This legislation also contains a ‘strict liability’ test. Strict liability means that a claimant (the injured consumer) does not have to prove that the producer was negligent in order to make a successful claim.

In other words, the producer could be successfully sued even if they did carry out safety checks and were not aware of the product’s faults or defects.

If a claimant can establish that the producer was negligent, then legal action could be taken on the basis of this negligence instead.

With negligence claims the law assumes that both the manufacturer and supplier have a legal duty of care to the consumer and anyone else that could reasonably be expected to make use of the product. If the product is deemed to be potentially dangerous if defective (e.g. a power tool) this duty of care could even extend to a bystander.

Unlike the Consumer Protection Act, the common law principle of negligence can also apply to a retailer. If the retailer can be shown to be negligent then the retailer could also be sued.

To make a successful claim against a retailer, importer, distributor or manufacturer, the claimant would need to demonstrate that there was a breach in the duty of care. It would also be necessary to show that the injury was foreseeable (e.g. being burned by an overheating hair dryer) and that the defective product was the cause of the injury.

Retailers are further exposed if they were aware that the product was faulty or if they failed to check whether the product met the relevant safety standards.

Retailers must also consider how they market a product for sale. If a product is presented, marketed or mis-represented in a way that could foreseeably lead to an injury, the retailer could be held liable.

What about property damage?

If a component part of a product you supply fails leading to property damage, you could be sued under the Consumer Protection Act if the cost of the damage exceeds £275. If you supply plumbing parts, for example, and the failure of a component part results in a property flooding – a compensation award could be considerable.

What if the consumer misuses the product?

Again, this depends on whether the customer could be ‘reasonably’ expected to use (or misuse) the product in the manner that led to the injury.

You should try to anticipate how a product might be used in ways other than its intended use. Once you have identified the ways in which the product could be used you should ensure that there are adequate safety warnings and instructions. Examples of such warnings include:

• Keep out of reach of children
• Do not use near water
• Contains small parts – choking hazard

What if the product fails but no one is injured?

Chris Salmon, Director of Quittance Legal Services said: “If there is no damage to property or injury sustained, the consumer would not be able to sue you. However, if the failure highlights a potentially dangerous flaw in the product, you could still be prosecuted.”

“Depending on the type of product, you could face a fine of up to £5,000 and a prison sentence of up to six months if you fail to follow specific safety regulations.”

Is the law biased in favour of consumers?

To some extent, yes. For example, consumers are not usually required to show how or why a product is defective, only that it is defective.

In the case of intrinsically dangerous products such as lawnmowers or chainsaws, the product does not necessarily need to be defective for a claim to be successful. If the product does not have suitable warning signs or stickers and the user is injured, a claim could be possible even when the product was functioning normally.

What do you need to do?

There are a number of steps you can take to minimise the risk to your business and customers.

Check for accreditation

As a starting point, anything sold in the UK is governed by the General Product Safety Regulations 2005. This legislation states that only ‘safe’ products can be sold or introduced to the market. In the context of the legislation, ‘safe’ means that, under reasonably foreseeable use of the product, there is either negligible risk or the risk is minimised to a level that is compatible with the nature of the product.

Certain product types and sectors, such as toys, low voltage electrical equipment, PPE and medical devices, are further governed by specific regulations.

For example, toys supplied in the EU must also comply with the Toy Safety Directive (Directive 2009/48/EC) and the Toys (Safety) Regulations 2011.

You should therefore check and make sure that the product you are selling complies with the relevant legislation and has the necessary approval of the official accreditation body overseeing safety. Don’t just take the manufacturers or importers word for it – ask to see the certificates of safety and compliance, or contact the accreditation provider.

Keep up to date

Sign up to any manufacturer safety notifications, product recalls and updates. You can also sign up to alerts from relevant safety bodies and forums. Your local Trading Standards office can provide some guidance, as will trade associations, the BSI, and EU safety and standards bodies.

Product recalls

Product recalls occur when a manufacturer discovers product defects or safety issues, and are not uncommon. In many cases a recall doesn’t mean that the product is explicitly dangerous, only that a flaw or potential hazard has been identified.

You may have sold a product that was deemed to be safe at the time of sale. However if a safety concern is subsequently discovered, the manufacturer may issue a product recall notice with a view ro replacing or modifying the product.

It may be the case that the consumer is notified directly by the manufacturer, if they have registered the product. More often than not people don’t register products and you should ensure you have a process in place to notify customers of product recalls. Whatever system you have in place, to track email addresses of buyers, for example, must comply with data protection rules.

See the government-backed Code of Practice on consumer safety recalls for more detail.

Online retailer insurance

You are not legally required to hold product liability insurance as an online retailer. However, product liability insurance to protect against claims for personal injury or property damage caused by a faulty product is both affordable and readily available.

In the event of a consumer being injured, a product liability policy would cover your legal fees as well as any compensation you are required to pay.

Most established businesses will take out product liability insurance. Smaller, side businesses or hobbyist businesses often aren’t aware of their exposure or don’t take out insurance as they think the risk is low or the premium is too costly. However, even if you have a dropshipping side-hussle through Amazon, or you make and sell lamps on Etsy, your duty of care to customers is the same as for a large national business.

You should make sure that your policy covers you if you import products from outside the EU, and if the manufacturer cannot be identified or has gone bust.

What impact will Brexit have?

Parts of the Consumer Protection Act are based on EU Regulations. The Act entitles consumers to make claims against businesses that import products into the EU. The Act enables UK consumers to pursue compensation in the event that the manufacturer is based outside the EU.

On 1 December 2020 (Brexit D-Day), the Act will be superseded by the Product Safety and Metrology etc. (Amendment etc) (EU exit) Regulations 2019. This new legislation will cover any products imported into the UK, including from the EU.

Conclusion

This article is not intended to deter anyone wanting to set up an online retail business. In reality, product liability claims are few and far between. Most products sold in the UK meet the applicable safety standards and injuries resulting from defective products are rare.

However, retail is increasingly moving towards new sales and shipping models. Dropshipping describes online businesses that sell products directly to buyers without ever actually stocking the products themselves. Dropshipping models can make it more difficult for retailers to discharge their safety obligations and monitor safety standards, as the retailer doesn’t ever physically handle the product.

Whatever you intend to sell and wherever you source the product from, you must fully consider product safety and the potential impact that a claim might have.

Chris Salmon – Author Bio

Chris Salmon is a co-founder and Director of Quittance Legal Services. Chris is a regular commentator in the legal press.

The post How To Protect Your Business Against A Defective Product Liability Claim appeared first on eCommerce Marketing Agency | Go Amplify.

From 23 March to 15 June, the UK government ordered the closure of any non-essential stores, meaning any consumers wishing to buy a ‘non-essential’ item had to go online.

How has this impacted ecommerce businesses?

Looking at the industry as a whole, the percentage of retail sales completed online increased dramatically after the UK lockdown began. The Office for National Statistics reported that 32.8% of all sales in May were from eCommerce sites.

Since June, brick and mortar stores have been steadily reopening, but shopping in-store is still far from the experience we once knew. Social distancing means the number of people who can visit a store at once is limited, and longer queues are common. And with many people avoiding busy places for safety reasons, although the reopening of stores did cause a dip in ecommerce’s overall percentage of sales, it’s no surprise that online orders still accounted for 28.1% of all sales in July – well above last year’s peak of 21.5%.

And it’s not just on a macro level that we’ve seen such a rise in online sales. Many D2C businesses, who have been in a stronger position during lockdown than traditional and offline retailers, have enjoyed significant surges in orders – including some of our ecommerce clients. From March to August 2020, one client enjoyed a 49% increase in sales compared to the previous year, with a 103% increase in sessions from new users which resulted in a transaction.

Fashion giant, ASOS UK also reported an 18% increase in sales this year to a total of £1.18bn, and a 3.1 million increase in its international active customer base. So despite how uncertain the retail market was back at the start of Q2, many businesses that had the systems and processes in place to enable (or in the case of the two brands we’ve mentioned here, to continue) operating completely online, have experienced a lucrative season.

What does the future look like?

Looking to the end of the year, the UK market seems set to tell a similar story as the previous months.

56% of British consumers have said they expect to order more online this Christmas than they have before, according to research from Klarna and Retail Economics. And when over 70% feel reluctant to shop in-store at all, it’s safe to say that ecommerce retailers should expect another surge in sales this festive season.

How to make the most of peak trading this year

Focus on gifting – regardless of how strict lockdown restrictions are this Christmas, gifting will undoubtedly be a key component of any successful ecommerce strategy this year.

From creating seasonal collections or gift guides to highlight your most giftworthy products, to offering gift wrapping and plain packaging so that orders can be delivered straight to the person the present is for, focus on making the experience as easy as possible for gift buyers this year.

Be clear about delivery – with consumers likely to be even more concerned with whether their orders will arrive in time for Christmas, effectively communicating your delivery options is more crucial this year than ever.

We’ve seen a rise in novice online shoppers this year, as those who would usually shop in-store have had no choice but to change their habits. Make sure all important information regarding shipping options, timescales for delivery and last orders for Christmas are clear and easy to find on your website so that both new and experienced online shoppers can find the information they need.

What about after Christmas?

The surge in ecommerce sales is not expected to continue at the same level over the next year. In fact, eMarketer predicts that as the market steadies in 2021, UK ecommerce sales will see a 6.3% decline, and figures are unlikely to return to pandemic levels until 2023.

However, this doesn’t mean that the shopping habits formed this year will disappear. More people, and businesses, than ever have adapted to taking their lives online. We see the expectations for online services increase every year, with customers expecting more and more from the business they shop with. But moving forwards, the expectation for the online experience to improve upon (or at the very least to match) the offline experience will only become more evident.

So while retail may not be quite as online-centred as it has been this year for a while, the need for a robust ecommerce strategy has never been quite so important.

The post How Has The Pandemic Impacted UK eCommerce? appeared first on eCommerce Marketing Agency | Go Amplify.

Millions of people around the world care and want to make a difference when it comes to our planet. This is not a dying trend, but, instead a new way of live for many people. We no longer need to make changes to protect only our future generations, we need to make changes to protect our own livelihoods.

Global warming, shortages of essential supplies and increasing land and water pollution are issues we are all facing today and your business therefore ought to be adapting to make a change.

Did you know…

The amount of plastic we have in the world outnumbers the amount of sea life at an outstanding figure of six to one.

10 million tonnes of plastic ends up in the ocean every single year and if we keep producing plastic like we have been for the past 10 years, it has been estimated that by 2050 12 billion tons of plastic will be in landfill.

And how long does this plastic take to decompose you ask?

A single plastic bottle can take up to 450 years to decompose.

So, although we’ve thrown a lot of statistics at you here, we hope you are now see why sustainability in eCommerce is such a vital step to take.

A third of consumers prefer sustainable brands and 21% would actively choose a sustainable brand over one that has little consideration of sustainability and these figures are only increasing as more and more people are becoming environmentally conscious.

Customers are developing a new approach to sustainability, being a huge focus in recent news and on social media platforms, the younger generations especially, are becoming more aware of the world they are living in.

Business will have to adapt this as sustainability in businesses is only going to get bigger and therefore it is essential you adapt and make changes, however small they maybe, to be successful in the upcoming years and to do your bit to creating a healthier planet.

But, what does it mean to be sustainable?

Sustainability in eCommerce is to not exhaust the planets resources and make changes to the way you are running your business now, to help the future generations.

Look at it as balance, sustainability is the ability of a company to supply its demand whilst being forward thinking and looking at supporting what will be demand in the future. An eCommerce company needs to meet today’s needs without draining the supplies of those in the future.

Take the example that we began with, plastic is not a sustainable material and the more we manufacture and sell today, will only lead to issues for our future generations.

But, it’s not just future generations that will have to cope with this ordeal but it is beginning to affect us now and so we must act immediately.

The Three Pillars of Sustainability

Environmental

eCommerce companies often focus on environmental factors when looking to becoming more sustainable. They often do this by looking at reducing packaging as well as reducing their carbon footprint wherever they can.

Economic

Any company will have to make sure it is profitable in order to prevent its insolvency – something we’re sure is obvious to you. Therefore, profit cannot be for fitted at the expense of the other two pillars; environmental and social. Therefore it is important that the company understands how they can implement the pillars without causing any loss of profit.

Social

This pillar focuses on the well-being of the environment, including a company’s employees and the surrounding community. It also focuses on the supply chain and encouraging fairness for all involved in that chain.

Don’t let sustainability back-lash

So, you have the opportunity to potentially increase your online traffic, help the environment and potentially upsurge profits, a win, win, win, right?

But, being a sustainable eCommerce company may have its setbacks for some and you need to be aware of what those are to avoid falling victim to them.

Firstly, although it is a great idea to become sustainable, this may come at a price for your business. This may mean that you may have to add a premium onto your products or services, which could turn people away. Although the statistics say most people would opt for a sustainable company, most would unlikely pay a premium rate for it.

To avoid this, make sure you have your target audience as a focus and make sure that they are sustainability-focused before thinking about making the move.

Make sure you are making changes that make a difference. Don’t just say you are a sustainable company, but show to your consumers that you are making a difference to the community. Most consumers will see through false efforts and will more often than not be turned away by these, unless they see you checking and making a real difference.

But, how do you make your eCommerce business more sustainable?

Here are a few ways you can be sustainable, these changes can be as big or small as you choose:

Make your shipping and packaging more sustainable.

This can be done in a variety of different ways, from simple ways such as paperless invoicing, to completely reducing the way you package items.

It may be worth looking into the eco-friendly programs of huge carriers such as USPS and FED-EX and see if they are applicable to your company.

Try your best to include the most detailed description and images of your product on your site. This will in turn avoid unnecessary returns as a return doubles the environmental impact shipping an item has on the environment.

Be sure to add a discouraging message on your site and also on your shipping to try and stop as many people making a return. This is also an economic factor – the less returns you get, the more profit you’re making.

Access packaging is also another key way eCommerce companies can be more sustainable. Save on packaging where possible. This mean you can reduce box sizes, by doing this you will not only use less cardboard but also less packaging inside the box to fluff it out to protect the items.

An example of a company that is demonstrating this is apparel company PVH, which owns brands including Calvin Klein and Tommy Hilfiger.

Improve your brand spirit

Your brand ethos should reflect your entire business model. If you want to prove to consumers that your brand is sustainable this need to be shown in a variety of different ways.

A brand that has a very strong ethos when it comes to sustainability is ‘The People Tree’.

On your website; dedicate a page to what your company is doing to be sustainable. Create a passionate and bold statement and make your customers believe you are really making a difference.

Change your packaging; create packaging with statements printed (or a thermal printer if you want to be extra environmentally cautious) with recycling awareness.

Add to your merchandise; add a little note (or send via email to save paper) ways in which the customer can recycle their unwanted packaging. Even add a shocking statistic in there to grab their attention that little bit more.

Offline efforts

Offline efforts to become an increasingly more sustainable company could include posters around your office to remind people to switch off lights when they’re not in the room, or, turning to energy saving lights where possible.

This is also a great idea for endorsement on your social media platforms, it’s only a small change but could go a long way for your business in the way people view it as economically friendly.

If you want to amplify these efforts, don’t just stop there, make larger changes that have a bigger impact. This could include energy saving printers for example.

Add options to your checkout

Shipping, more often than not comes in more than one form. You usually have ‘next day’, ‘2-3 working days’ or 5 working days as options right?

These options often also come at a premium cost. Next day delivery will be more expensive and so on. However, what about, after each option you explain the shipping process and encourage people, if it is not an emergency purchase to choose the more environmentally friendly option.

Explain the process and the carbon foot print caused by this delivery. Hey, it may even mean that some will think more before pressing that order button and increase their basket quantity rather than just a one off purchase that has a big impact on the environment.

The next few steps will be dependent on the type of products you sell:

Pre-loved products

Advertise you are interested in a second life for your product. This is known as circular economy. This may include creating or getting involved in a ‘pre-loved marketplace’ and encouraging customers to get involved.

You can encourage your customers to both buy and sell their old products and give life to 2nd or even 3rd hand products.

Add sustainable products to your product list

You could do this as a free ‘add-on’ to a purchase over £50 for example or simple add little products that encourage sustainability to your product list.

These things could include small things such as ‘sustainable hand cream’ or you could do this on a larger scale.

Reduce your footprint where possible

Many companies have found, despite having to pay tariffs, importing goods is a lot cheaper way to make products.

Roughly around 80% of the produce (luxury items) made in the UK today are exported. Meaning a vast majority of luxury items, such as clothing, footwear etc. are all imported from around the world. By doing this, yes we may be getting cheaper produce, but we are increasing our carbon footprint by an astonishing amount!

In the USA, they are facing the same problem. In the 1980’s, 70% of their clothing was made in the US, however today, this figure has decreased to just 2%. This means that masses amounts of clothing are being imported, when the country has the ability to be 70% self-sufficient in their clothing industry.

Manufacturing in our own country not only boosts our own economy but it also reduce our carbon footprint and reduces the strain that is already being placed on the environment.

Know your supply chain

You need to know all about your own supply chain, from textiles to who is making your final product. A supply chain often looks a little something like this:

Textiles are made in India, are then transported to Japan to be designed, which is then transported to china to be sewed, which is then transported to the UK to be sold.

Knowing about the different stages of this chain will allow you to make informed and appropriate decisions in cutting down certain things where possible to make your brand more sustainable.

Final word

To conclude, there are a variety of different ways you as an eCommerce brand can be actively more sustainable. The world, particularly consumers, more often than not want to make a difference to the environment and play their part and so, by showing you are doing your bit will not only benefit your profits, but will also help the planet, the community and your employees – as well as keep your customers satisfied.

The post Sustainability in eCommerce appeared first on eCommerce Marketing Agency | Go Amplify.

The rise of the new, digital native generation of the millennials is coming into light and we are seeing them reach their optimal spending era as they reach the 22-30 year age bracket. This means that they are a huge target for the marketing industry and we’re going to tell you how you can grab their attention by the horns…

Who are millennials and why are they worth targeting?

Millennials are a group of young adults, born between 1981-1996, who are moving into their prime earning and spending years.

There are a total of 71 million millennials around the world comprising just over 30% of the worlds population. There are 17 million millennials situated in the UK alone, meaning if you want to run a successful marketing campaign, millennials should certainly be one of, if not your main, priority.

However, they are not like other targeted groups and so it is important for brands to recognise this and adapt your marketing strategies. Millennials are highly dominated by and often urge towards campaigns that are economically friendly. They have a tendency to prioritise the price of the product over factors that other generations would see as a higher priority, such as brand reputation and even quality of the product.

According to studies, Millennials spend an average of $75 per online visit and $57 per instore visit. This suggests that although Millenials still value their ‘in-shop’ experience, they are greatly influenced by what they see and read online. Infact, they are 2.5 times more likely, than the average shopper, to be influenced to shop on a mobile app. This generation are in fact so technologically driven that 53% would rather lose their sense of smell than their access to technology.

So, we suggest that is exactly where you take your advertising, to the asset they value the most… their technology.

But, how much money do they spend? And what do they spend this money on?

Millennials as a generation are trend setters and trend followers.

By this, we mean that they spend money on superfluities and indulgences. This is a generation where looking good and being well presented is more important that saving money and being financially secure.

In fact, most young millennials, aged 20-26, had less than £1000 in their savings accounts and half had absolutely nothing at all.

Therefore when marketing a product to this age range consider the following statistics:

• 60% would spend an average of £4 on a single coffee
• 70% would spend extra money at eating at a ‘cool and hip’ restaurant, compared to one that maybe cheaper but no one had heard of.
• 69% spend money on clothing for reasons beyond being a necessity.
• 50% would spend money on taxis and Ubers compared to older generation which 36% would spend money on transport to travel the same distance.

This indicates that to be successful amongst Millennials you have to get your name out there on social media platforms and be the buzzing everyone is talking about. It will only take a few likes and tags to get you well known amongst this group of highly influenced adolescents, word travels fast and recommendations go a long way.

Loyal Customers

According to Forbes, 90% of Millennials use two or three pieces of electronic devices per day and 50% are using social media or other internet interactions, which ultimately affects their buying choices and decisions.

We’re talking about a generation that has grown up and accepted, with open arm, the new digital age and so you should be adapting your brand around their needs if you want to attract this prime generation.

Surprisingly enough, Millennials, despite the ever growing choice of online merchandise at competitive prices, have been labelled as the most loyal customers to their favourite brands. In fact, just over 50% would consider themselves as ‘extremely loyal customers’.

But, why?

There are a few different theories as to why this maybe the case and what you can do to attract these loyal customers…

Make your advertisements as authentic as possible

Sadly, advertisements alone don’t sell to millennials. Instead they want to see that the brand is authentic and has an array of quality testimonials that keep buyers coming back to purchase. Studies show that 62% are more loyal to brands that engage with the customers directly so bring your brand down to a personal level and expect more interaction from Millennials.

Introduce loyalty discounts

Studies show that 60% of millennials stay loyal to brands they have previously purchased from if they offer a loyalty discount scheme.

As mentioned previously, brands have noticed Millennials like a good barging and so what better way to make them return then to offer them what may seem like a ‘one off’ opportunity to receive 15% off their next order. It’s a win-win for both parties.

Give back to your community

Millennials love to know that as a brand you think about the bigger picture. 75% of them said they would chose an ethically sourced company over a brand that showed no devotion to the environment.

Take the shoe brand ‘Toms’ for example, a widely popular brand amongst Millennials. Their brand manifesto offers a contribution of one pair of shoes to be donated to less fortunate children, every time someone purchases a pair of their shoes.

Visit the place your product is being produced.

You would definitely get some great publicity if you go and physically visit where your prduct is being designed and made. By sharing this with the public almost gives your brand a sense of openness and shows you have nothing to hide. This will restore customer’s faith in you brand and make you a popular choice amongst millennials.

Get a fair-trading certificate

Getting a fair-trade certificate for your products is another way in which your company can show that you care about your product quality and where profits are originating from.

How to target Millennials

The following are some top tips to target millennials and to keep them coming back for more…

Make accessible from a mobile

Surveys say that 1 in 10 millennials would rather lose a finger than lose their Smartphone. If this shocking fact tell you anything, it certainly tell you that the mobile phone for millennials is a huge part of their life and will take up and an incredibly large portion of their time will be spent on their phone.

Make sure your site is clear, well presented and easy to follow through to order completion. If you don’t do this you will quickly lose engagement as the customer will soon be onto the next site looking at similar stock, they will not wait around long so make it quick and simple for them to make a purchase.

Collaborate

Whether it’s with an influencer or another brand that compliments you, make sure you are collaborating with other brands. This will allow you to work together as a team to poach more business, and the more brands you collaborate with, equivocates to more business for you.

This will put your company in good stead making you look like the heroic brand that wants to elevate others rather than being out there just for yourself. This will defiantly but you in good stead as a brand. This will demonstrate your focused on creating a community.

Prioritise customer content

Ever see brands adding a little note on the side of their packages “take a selfie of your food and tag our Instagram @…”.

They do this as people love to see customer guided content, it makes the customer seem like your more than just selling a product, but you actually care about your customer feedback.

Take criticism, it makes you look human. If someone is looking through reviews and every review on your page is 5*, it denounces the legitimacy of you as a brand, don’t delete negative comments, instead improve on them. Let your brand be driven by what your customers are telling you.

Offer a helping hand

An instantaneous chat box is always helpful and means questions can be resolved easily, before customers could potentially lose interest and zone out.

Post daily

Whether that be on Instagram, Facebook, twitter or all three make sure you are posting weekly, if not daily.

In a world where there is huge amounts of competitors, left, right and centre, don’t get lost amongst the crowd. If you post on a monthly basis, sadly you will soon become just a distant memory to your new followers.

If your followers also see your posts daily (the more active you are the more likely they will see this on their feed more regularly) you become more of a friend than a company or a brand. It personalises you as a brand and you will therefore get more people liking you for it.

Whitty and catching descriptions are essential to be remembered. Keep up with trends and like and share posts/photos that are relevant to your brand but are not your own content. Show personality as a brand but please… avoid the buzz words. The likes of ‘LOL’ and ‘OMG’ are so 2010 and are highly unprofessional if you are wanting to create a reputable brand.

Final word.

With this new financial powerhouse generation coming into light, it’s important to understand what motivates them and adapt your brand/product(s) accordingly to be successful amongst them. They have list of high expectations, each of which are different for different industries, but it’s important you do your research and adapt your selling point accordingly.

The post Marketing to Millennials appeared first on eCommerce Marketing Agency | Go Amplify.