Social media has been a key communication channel for as long as digital marketing has been around—but social media use, especially with mobile apps is declining. For marketers and digital advertisers, they are in disbelief. But it is true.
Since the word social media has been coined, young adults from 14 on up to the early 30’s have ruled the social platforms but now things are changing.
Social Media Usage Is Down
The recent findings regarding Americans age 12-34 are crazy when you look at trends over the past two years. This study that I found was a real eye opener. Check these facts out:
The bottom line: Social media usage is dropping at a very alarming rate among Gen Z and Millennials. Kind of surprising isn’t it? Who would ever thought?
Tags: #socialmedia, #marketing, #advertising, #genz, #millinials
I just had to share some high points from an article I found about older folks using smartphones and engaging in social media. While it is no secret that the younger 20 somethings mostly think that anyone over 40 has no business being on social media or digital apps like Instagram or Tik-Tok, they are there and having fun doing it. Older consumers are finding their comfort zone using high tech smartphones and engaging on social platforms.
When it comes to tech and new-media adoption, older generations of Americans continue to gain on millennials. That’s according to the Pew Research Center.
For example, while the share of millennials who say they use social media (86%) has remained largely unchanged since 2012, the shares of Gen Xers, boomers and the “Silent Generation” who use social media have all increased by at least 10 percentage points during this period.
This year, millennials will turn somewhere between 23 and 38; Gen Xers will turn 39 to 54; baby boomers will turn 55 to 73; while “Silents” will turn 74 to 91.
In terms of specific platforms, around three-fourths or more of both millennials and Gen Xers now report using Facebook (84% vs. 74%, respectively).
Boomers and Silents have both increased their Facebook use by double digits since 2015. In fact, the share of Silents using Facebook has nearly doubled in the past four years, from 22% to 37%, Pew reports.
In recent years, older consumers have also increased their usage of consumer technology in a huge way. Among Baby Boomers for example, smartphone usage has increased from 25% in 2011 to 68% today.
Despite a narrowing of the gap between generations, smartphone ownership still clearly declines with age.
Per Pew, more than 90% of millennials count themselves as smartphone owners; followed by 90% of Gen Xers; 68% of boomers; and 40% of Silents.
As for smartphone-only Web users, 19% of millennials fit into this category, along with 17% of Gen Xers; 11% of boomers and 15% of Silents.
Consumer opinion about the role of technology also continues to vary with age.
For instance, 73% of online millennials said the Web has been mostly a good thing for society, compared with 63% of Silents.
Across the board, American's take on the societal impact of the Web has recently become less positive, according to Pew.
Among Gen Xers, for example, those who believe the Web has been mostly a positive force in society declined from 80% in 2014 to 69% in 2018. These are interesting stats!
Tags: #babyboomers, #socialmedia, #smartphones
So we all know marketing can help you grow your business and take it to new heights — if you do it right. Unfortunately, most marketers make the same few mistakes again and again. When everyone around you is making the same mistakes with marketing, it can be extremely difficult from going down the same rabbit hole.
After doing some reading and research, I found some of the most common marketing mistakes businesses tend to make. Here are the five mistakes and how to fix them:
1. Relying on your gut Instinct over data
Making assumptions about what will work and what won’t can be a costly mistake, and is one that's also fairly common — even experienced marketers make this mistake.
With so many data gathering and analytics tools readily available to businesses these days, there’s really no excuse for marketers to make decisions based on intuition.
The deeper you go into data, the better your marketing performance will be. You certainly don't want to make your next move based on your intuition or third-party gossip or “their facts”. You want to see the hard facts about what’s working and what’s not.
This doesn't mean you should stop experimenting or stop doing what you believe is right, you should just be as informed as possible. The problem is when marketers rely 80% on the gut and 20% on data. When it comes to marketing, it should be the other way around.
2. Follow the sheep mentality
If everyone is adding emoticons in their subject lines, would you use them too?
Well, chances are high that you will. In the world of marketing, we all can’t help but be the sheep that follow the rest of the herd around. If our fellow marketers use a marketing channel, then we will use it too. If other marketers are using a marketing tactic, then we will use it too. So, instead of using our rational mind we are more likely to deviate where the majority of the mass is going.
Now I am not saying exploring what’s working is wrong. But copying what’s already working is not always the best way either. Think before you leap and become a sheep.
3. Trying every marketing channel but not giving them enough time to produce results
Most marketers these days are distracted by the latest shiny object — they try every new channel as quickly as possible. And when they don’t get immediate results, they pull out quickly too. This is a quick and easy way to burn your marketing budget.
Just because the digital world is moving at a fast pace doesn’t mean you will get instant returns from your marketing investment, too. Because, no matter the channel — whether it’s Instagram, YouTube, or web push notifications — the audience you’re trying to reach are humans. And, it takes time to build a connection with them and engage them.
Also, most marketers keep their focus on trying new channels instead of providing customers with a seamless shopping experience. But if you want to get good returns from marketing you should focus on providing customers an omnichannel experience.
4. Improve your strategy consistently
With marketing, no matter how successful or knowledgeable you may be, you cannot afford to rest on past wins and stop learning and experimenting. Especially in today’s world where technology and AI are changing the way marketing is done.
Are you following this approach? Are you trying to improve, and if you are, are you doing it consistently? Remember: consistency is key to successful marketing.
5. Forgetting their number one audience
When it comes to boosting marketing ROI, marketers are often focused on what they can do get new customers and business. So much energy is poured into bringing more visitors on the site and converting them into customers that it’s easy to forget about your number one audience: Those same customers you already have!
There they are. So, do any of these make you clear your throat a bit?
Tags: #marketing, #socialmedia, #advertising, #business