Consumer Brand Manufacturing Spotlight: Millennials, Holiday Shoppers & Amazon Rankings

8163387744_0d26292e73_zThis week, we’ve got a grab bag of interesting notes for the harried holiday-season marketer of consumer-brand-manufactured items. The 3 major themes are millennial brand engagement on social media, online holiday shoppers and Amazon rankings.

Social media & millennials
First up, millennials on social media. Specifically, why they choose to engage with your brand on Facebook, Twitter and Pinterest.

The Center for Marketing Research tells us (via MarketingProfs) millennials reportedly like companies on Facebook in order to indicate brand loyalty (84%), receive updates (83%) and get coupons/discounts (66%).

On Twitter, millennials engage with companies to get coupons/discounts (85%) and show brand support (78%).

As for Pinterest, we see a twist:  Millennials (76%) say they primarily engage with brands there in order to share their interests/lifestyle with others.

Holiday e-commerce shoppers
Last year’s MarketingProfs data showed 92% of holiday shoppers will go online to either research gifts or make a purchase. Ariel Carron, content manager for Ve Interactive, puts forth some strategies in MarketingProfs for better engaging that peculiar brand of consumer seen at the holidays. Not your regular everyday shopper, the characteristics of this species include urgency, deal-hunting, confidence-seeking and a strong attraction to fast and free shipping. Catering to them should lower the average 75% retail abandonment rate seen in Q3 and strengthen annual bottom lines.

#1 Amazon rankings
We all know Amazon is a major artery for online retailer traffic—Compete has it accounting for 22% of consumer visits to all online retailers in September (up from 19% in Sept. ’13). What’s even more interesting is that Compete also recently reported that on average, 35% of consumers click the first Amazon shopping search result. 17% click the second (notice it drops in half), and 12% (about one-third of the #1 ranking) click the third product listed. A mere 3.5% make it all the way down to #10, which is usually at the bottom of the first page for Amazon desktop search.

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Photo courtesy of Sharon Hahn Darlin via Flickr.

Paul Richlovsky

About Paul Richlovsky

Paul brings a writing and teaching background to his decade-long marketing career. He advises clients on content strategy and editorial direction. He is an enthusiastic marketing automation practitioner and active member of the Cleveland Marketo User Group. He has written/edited multiple marketing guides, including those aimed at healthcare, higher education, financial services, B2C brands and manufacturing audiences. With a BA in English from the College of Wooster, he is also the author of a collection of poetry, "Under the Lunar Neon."He is particularly interested in usability, digital governance, ballroom dancing, bachata, racquet sports, and romping with his niece and nephews.

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