Maintaining the attention span of gen z


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Maintaining the attention span of gen z

  1. 1. Maintaining the Attention Span of Gen Z Presented by Sam Saltis Managing Director, bwired Group Experience. Capability. Technology
  2. 2. Outline Structure and History y The Facts Multi Channel  Search &  User  Outside  eMarketing Web  Effect Social Experience Factors Tools Analytics Experience. Capability. Technology
  3. 3. Experience. Capability. Technology
  4. 4. the growing importance of the web Structure and History y “In just over 20 years the internet  has reached nearly 200 million websites,  has reached nearly 200 million websites and the global internet population  is over 1 billion.” Experience. Capability. Technology
  5. 5. the future is mobile Structure and Historyy “The growth of mobile is tracking eight times faster than the PC. By 2013, mobile phones will overtake PCs as the most common  By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.” Experience. Capability. Technology
  6. 6. social media is here to stay Structure and Historyy The Social Media Revolution Experience. Capability. Technology
  7. 7. the link between social and search Experience. Capability. Technology
  8. 8. Characteristics of Gen Z • The internet is their lifeline to their communities and the world • Using multiple mediums at any given time – partial attention to  everything • The most sophisticated consumer yet ‐ information at their  fingertips • Instant gratification has become the norm ‐ impatient • Products, services and innovations are increasingly developed  , gy p with their collaboration  • They want to engage and “have their say” • Credibility is critical – decisions made on recommendations • Ads are a thing of the past • Social responsibility is important Social responsibility is important  Experience. Capability. Technology
  9. 9. In Summary Structure and History y • A strong online presence is essential • M‐commerce/mobile channel is a medium  that cant be ignored that cant be ignored • Social media needs to be a key strategy for Social media needs to be a key strategy for  2010 • Generation Z are your next target audience – do you know who they are? do you know who they are? Experience. Capability. Technology
  10. 10. The Multiple Channel  Th M l i l Ch l Effect of the Internet Effect of the Internet “Do you know where your visitors are coming from?” are coming from?” Experience. Capability. Technology
  11. 11. access anything, from anywhere, at any time Structure and History y • Mobile (iphone) • Games  Consoles (ps3) • Media  Centres (ABC) • N New wireless  i l species (ipad; ekindle) Experience. Capability. Technology
  12. 12. Search and Social Media S i l M di “How are you building a  community around your brand?” Experience. Capability. Technology
  13. 13. monetising social media Structure and History y • Social media is about creating a community around your attraction  and developing engaging relationships. Its not all about the sale!  p g g g g p – Make it relevant and offer value – “share value” that will drive repeat visits – Information snacking vs. devouring content (updates vs. newsletters) • Capitalise on the link between search and social – Interact regularly, use keywords and encourage ratings/reviews on networks  • Utilise niche search markets  – Encourage ratings/reviews on Google Local Business Listings, Trip Advisor • Integrate analytics, make use of monitoring tools and incorporate  feedback into regular strategy reviews – Neilson Buzz Metrics, Google Alerts Neilson Buzz Metrics, Google Alerts Experience. Capability. Technology
  14. 14. Next Steps Structure and History y • Link live feeds from your website (eg. blogs, news) – Edit page > Options tab > Import a blog • Greater interaction – Have an opinion ask questions – spark conversation Have an opinion, ask questions  spark conversation – Run competitions – Offer ways of engaging not available elsewhere • Advertising via social media (it’s easy and effective!) ‐ Demographic segmentation, geographic segmentation, likes/dislikes (groups/fan pages) • S‐commerce (eg. Payvement allows you to create an eCommerce shopfront on Facebook) Experience. Capability. Technology
  15. 15. “How are you cutting  “H tti through the clutter?” Experience. Capability. Technology
  16. 16. first impressions count Structure and Historyy • Simplification of design ‐ Objective based • Translation options – language/currency/keywords Translation options  • Relevant, valuable content that will drive repeat visits • Rich media content • Links to official websites and tools ‐ Eg. weather warnings (fire  warnings, snow reports, trip advisor) • Unique online experiences ‐ Personalisation to drive online  strategy (ask your visitors what they want  don t just assume!) strategy (ask your visitors what they want – don’t just assume!) Experience. Capability. Technology
  17. 17. “Never underestimate the impact the web  will have on your business. will have on your business.” Experience. Capability. Technology
  18. 18. factors outside www. Structure and History y • Understand your target audience • Impact on the business (time and resources) • Offline support Offline support • D Duty of care f Experience. Capability. Technology
  19. 19. eMarketing Tools eMarketing Tools “Build it and they will come” is not a strategy for online success.” Experience. Capability. Technology
  20. 20. how are you converting visitors into paying customers? Structure and History y • Simplicity and ease of use is essential • Off th “ t ” (SMT First Australian Road Twip) Offer the “extras”  • Utilise tools that enhance credibility (process testimonials) Utilise tools that enhance credibility (process, testimonials) • Your database is gold and personalisation is key g p y – Do you understand buyer behaviour? Eg. the purchase process is just that‐ a process‐ how are you helping them along? – How are you collecting information? How are you collecting  information?  Eg. social media, RSS, providing options to personalise (eg. The Frontier Touring Company) – How are you targeting each segment? Eg. Understand requirements  and recognise that they change over time – Are you support with marketing? Eg. eNewsletters, Competitions via Social Media, etc. Experience. Capability. Technology
  21. 21. Measure, Learn, Refine  “If you can’t measure it, you can’t manage it.” Experience. Capability. Technology
  22. 22. continuous improvement for ongoing success Structure and History y • Web analytics (set goals and measure) • Key statistics  – Unique visitors – Page referrers – Search engines – Heat maps – Pathways (to and through your website) – Platforms – Engagement Measurements g g – Have you considered KPI’s?  Experience. Capability. Technology