Understanding and identifying the Millennial buying journey has become crucial for brands and businesses. Why ? Because they now make up 25% of the French population. By 2020, they will be about half. Capturing Millennials on a New Product 1. What SEO strategy? The generation before Millennials do their research by typing keywords into Google’s famous search bar. 13-34 year go about it differently. The search is done via mobile, by voice search, or via blogs and social networks. Therefore, the strategy of natural referencing (SEO – Search Engine Optimization) on the one hand must adapt, and on the other hand is far from sufficient. Faced with the practice of ” scrolling” on mobile, being visible is the first deal in the digital space. It is necessary to engage in social media campaigns, for example with Facebook Ads, Instagram Ads or YouTube Ads ads.

The mobile is therefore to be considered from the first step of the purchasing journey. In addition, it assumes that your site is mobile-friendly and performs well in terms of load times, because this generation doesn’t wait. These factors are all the more important as Google begins to deploy its Index Mobile First, which will promote the crawling and Canada Phone Number List Database of mobile pages to the detriment of desktop pages, as was the case until then. Is your site ready for the Mobile First Index? Check it out here. The comparison at your fingertips The so-called “digital native” generation is at ease with searching for information on the Web. Thus, 80% of Millennials go online before making a purchase . What are they looking for? Reviews and prices. They become masters of their decisions and are seen by brands as “consumer-actors”.

Capturing Millennials on a New Product

To seize this trend, Amazon has directly integrated the reviews on the cards that describe the products. In the field of paid referencing, new functionalities also go in this direction. Google AdWords, for example, allows you to display opinions in the ads posted on the Search Network. Vendor review extension Seller review extension that automatically appears on an AdWords ad subject to eligibility Extension of consumer reviews Consumer review extension that automatically appears on an AdWords ad subject to eligibility Third party notice extension – citation Manual extension of third-party notices that you choose yourself Price is also a very strong criterion in the buying motivations of Millennials. Born in an economy in crisis, they are agile in comparison shopping and adept at finding the best price. To save money and find the “right plan”, the purchase has changed dramatically. Thus, some do not hesitate to buy second-hand or to rent.

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Millennial buying journey: what are the buying motivations? Source: tapbuy.io The principle of recommendation has taken on a very important weight. Another Google AdWords extension allows you to display the price of its services and products in its sponsored ads. Google-price-extensions Price extension Influencer marketing and social media Millennials go to the act of buying after reading the recommendations on blogs or social networks. The community then plays a preponderant role. The “fans” of a product raise or lower its rating with nudges (like ) or reactions favoring Social Commerce. Given this new area of ​​influence for brands, Instagram is currently testing a new button called “Tap to view product” . It consists of clicking on the photos to obtain information on a product, in order to buy it. Remember that 68% of Millennials consult opinions on social networks before making their purchases .

How Millennials Operate the Purchase Act

Millennial buying journey: what are the buying motivations? Source: tapbuy.io The principle of recommendation has taken on a very important weight. Another Google AdWords extension allows you to display the price of its services and products in its sponsored ads. Google-price-extensions Price extension Influencer marketing and social media Millennials go to the act of buying after reading the recommendations on blogs or social networks. The community then plays a preponderant role. The “fans” of a product raise or lower its rating with nudges (like ) or reactions favoring Social Commerce. Given this new area of ​​influence for brands, Instagram is currently testing a new button called “Tap to view product” . It consists of clicking on the photos to obtain information on a product, in order to buy it. Remember that 68% of Millennials consult opinions on social networks before making their purchases .

Millennials-buy-button buy-button How Millennials Operate the Purchase Act Digital in store While 45% of 18-35 year would like to make purchases directly from social networks, in-store shopping remains a popular sales channel, especially for the human dimension it brings. In fact, 62% of 18-24 year like to shop in stores. * To appeal to this generation, it is nevertheless necessary to re-enchant the point-of-sale purchasing experience while taking into account their new behaviors. For example, mobile is now part of the buying journey at different stages. A recent study reveals that 42% of Millennials use their phones in stores: 36% to be advised by a loved one 34% to be able to compare prices 28% to go on social networks. ** As for the re-enchantment of the in-store shopping experience, we must take into account the preferences and expectations of young people.

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