Product discovery patterns when different generations shop online
Posted: Mon Dec 09, 2024 6:45 am
First, you need to do everything you can to create quality products and content, whether you’re in the apparel or the health food industry.
But even after you’ve done that, you still need to get your products and content to the right people through the right means of communication. That’s exactly where product discovery comes in.
Although product discovery has a number of stages, for the purposes of this article, we’ll focus on the way that different consumer generations learn about your brand.
1. Millennials & Generation Z
Growing up during the digital peru phone number list revolution, these so-called digital natives are familiar with the basics of online marketing and are very aware of their value as consumers. Because of these two factors, Millennials & Gen Z don’t respond as well to traditional marketing tactics.
For them, images of products posted on social media by other consumers serve as a guarantee of quality. Social proof is essential to how these consumers make purchase decisions.
Millennials also want brands and marketers to know about their opinions on products, using hashtags to ensure their content is seen. This is called user-generated content and is a powerful form of social proof.
Numerous brands have already made use of user-generated content (UGC) to attract younger generations.
For example, Burberry launched the “Art of the Trench” campaign, which encouraged their current customers to share photos of themselves wearing a Burberry coat. In this way, they engaged both their existing users, who had their 15 minutes of fame, and potential customers, who could comment and share the images.
Burberry Art of the Trench campaign
2. Generation X
Although they don’t typically use hashtags and still prefer Facebook over Instagram, this so-called “Slacker Generation” also puts its trust in user-generated content when shopping online. Displaying social proof is important for this consumer group, too.
It’s important to note that UGC is not their main source of information. Studies show that Xers are highly influenced by good old email marketing.
To be more precise, 68% of them say that they use coupons they receive in their email to make a purchase. It goes without saying that in order to address them properly, you need to have a highly personalized email marketing strategy.
3. Baby Boomers
Baby Boomers are still influenced by traditional marketing campaigns and sales strategies, such as telemarketing, print ads, and face-to-face communication. You should include these strategies if your target audience includes the Baby Boomer generation.
But even after you’ve done that, you still need to get your products and content to the right people through the right means of communication. That’s exactly where product discovery comes in.
Although product discovery has a number of stages, for the purposes of this article, we’ll focus on the way that different consumer generations learn about your brand.
1. Millennials & Generation Z
Growing up during the digital peru phone number list revolution, these so-called digital natives are familiar with the basics of online marketing and are very aware of their value as consumers. Because of these two factors, Millennials & Gen Z don’t respond as well to traditional marketing tactics.
For them, images of products posted on social media by other consumers serve as a guarantee of quality. Social proof is essential to how these consumers make purchase decisions.
Millennials also want brands and marketers to know about their opinions on products, using hashtags to ensure their content is seen. This is called user-generated content and is a powerful form of social proof.
Numerous brands have already made use of user-generated content (UGC) to attract younger generations.
For example, Burberry launched the “Art of the Trench” campaign, which encouraged their current customers to share photos of themselves wearing a Burberry coat. In this way, they engaged both their existing users, who had their 15 minutes of fame, and potential customers, who could comment and share the images.
Burberry Art of the Trench campaign
2. Generation X
Although they don’t typically use hashtags and still prefer Facebook over Instagram, this so-called “Slacker Generation” also puts its trust in user-generated content when shopping online. Displaying social proof is important for this consumer group, too.
It’s important to note that UGC is not their main source of information. Studies show that Xers are highly influenced by good old email marketing.
To be more precise, 68% of them say that they use coupons they receive in their email to make a purchase. It goes without saying that in order to address them properly, you need to have a highly personalized email marketing strategy.
3. Baby Boomers
Baby Boomers are still influenced by traditional marketing campaigns and sales strategies, such as telemarketing, print ads, and face-to-face communication. You should include these strategies if your target audience includes the Baby Boomer generation.