Experiences spotlight the significance of social – social advertising
First, according to new data from Optimizely, although around half of Generation Zers find new products and brands on the various social networks, especially Tik Tok and Instagram, they do not buy there. Instead, these shoppers head to third-party websites, including Amazon, for final purchases.
“Across generations, today’s consumers strive for perfection when it comes to their digital experiences,” said Kirsten Allegri Williams, CMO of Optimizely. “It is important that brands recognize this and optimize their platforms in order to attract new and existing customers. They need to know who they’re selling to, and we’re here to help them crack the code on their buyers’ digital journey ahead of one of the biggest spending economies of the century. “
Other interesting insights from the Optimizely report are:
• 37% of Generation Zers say personalization is most important in their purchasing decisions
• 42% of Generation Zers say they are concerned about the amount of personal data brands hold
• All sections of the population expect seamless and fast digital shopping experiences
Meanwhile, Jeeng data shows that demographics indicate that more than half of millennials (60%) say they prefer personalized advertising; and about two-thirds (66%) of Millennials and Generation Z say they are “more likely to subscribe” to email because of the personalization options.
One problem that different demographics have, however, is credibility. While Gen Xers and Millennials are the most likely to say they trust the credibility of publishing sites (94% and 93%, respectively), less than a quarter of Millennials and Gen Z trust the credibility of social networks. This is an indicator that publishers need to develop a better publishing format – and maybe build their publishing websites outside of social space.
Finally, data from ENGINE Insights shows that roughly half of shoppers now feel less in control of their shopping experiences than they did before the pandemic began, a sign that retailers and brands need to communicate better with their buyers and may need to scrutinize their buyers Experience.
Researchers found that about a third (36%) of shoppers said they were worried about going back to physical stores, and that most (76%) go to physical stores because they “know what to expect” .
Keywords: ENGINE Insights, Jeeng, Optimizely, S: Commerce Trends, Social Commerce, Social Marketing, Social Marketing Tips