Do you want to curate the perfect social media messaging strategies for your brand awareness & shopping experience? Turns out, it’s not such a straightforward process when you begin to take the different demographics and their needs into account.
A presence on social media benefits a business by allowing them to directly interact with their existing audience as well as foster awareness amongst their target demographics. Consider it a multi-functional platform for free advertising, engagement, shopping experience and support.
But how effective is social media purely as a brand awareness / discovery tool? Well that all depends on who you’re trying to talk to, at least according to the latest report by the Global Web Index (Gwi. 2021). Brand discovery can vary greatly between generations, speaking of which, we’re of course refering to the big 4, aged: Baby boomers (57-64), Gen X (38-56), Millenials (24-37) and Gen Z (16-23). Did you know, for example, that most Baby Boomers actually discover a brand through ads seen on tv? In fact, in terms of brand disocvery and even in the case of researching products they’re considering purchasing, social media and ads on these platforms don’t even make the top 3 discovery methods, unlike other generations.
While the trend shifts ever so slightly in favor towards Gen X, the main focus of your social media ad campaigns and posts should really be geared towards Millenials and Gen Z. For both of these generations, social media is the primary tool for discovering new brands and researching product reviews.
“Social media acts as a digital mall“ – Global Web Index.
When adapting your message and designing the shopping experience, an important thing to keep in mind is what drives a sales process in your target demographic. According to the same report and the 4 metrics given, Gen Z and Millenials have a preference for entertaining ads & product information whereas Gen X & boomers prefer more direct product information and discounts or offers. The shopping experience itself however produces a major rift between Gen Z & Millenials and Gen X & Baby Boomers. In the case of Gen Z for example, the most important factor to them was that a product/service had lots of “likes” or good comments on social media, similarly, Millenials liked having direct buy buttons on their social media. On the other hand neither Baby Boomers nor Gen X particularly favoured any process that involved social media.
In order to properly keep track of how well your campaigns and posts are being recieved through your own social channels and the various touchpoints throughour the shopping experience between you and your (potential) customers, you’re going to want to have software that visualizes that information on your behalf so you can spend your time instead keeping track of what’s effective and what’s not. BisLenz is a data analytics tool that enables a company to see across the whole customer journey and utilize the data gathered to create more impactful results from social media posts and ad campaigns. This information can be used to customize a buyer journey to attract the demographic that you’re looking for. Furthermore, you can deploy surveys on each touchpoint between you and the customer to determine areas for improvement, for example, in your customer’s purchasing experience.
Start a trial of BisLenz Lite and see how you can better lead your online marketing efforts and net the audience you’re looking for.
Gwi. (n.d.). Infographic: Purchase journey across generations (2021). Infographic: Purchase Journey Across
Generations (2021). Retrieved December 10, 2021, from https://www.gwi.com/reports/online-purchase-journey-infographic.