OlaView: Offline to Online – How Millennials are Shifting our Culture with Technology
Every couple weeks at Olapic, our marketing team likes to round up the digital marketing news of the week, which we find most interesting, and add a little twist of perspective. It’s amazing to think that just 15 years ago a lot of this news was unfathomable. Since then, we’ve shifted from word-of-mouth reviews to, often, instantaneous online feedback, from baggy clothes for pregnant women (see second article) to fashionable maternity wear, and from using maps with no advertisements to geo-located marketing opportunities on navigation apps. What’s next?
With this ever-changing landscape of marketing technology, we’re sure two weeks from now there will be more news that reminds us of how far we’ve all come. But for now, read on to learn more about what’s changed in marketing this week:
OLAVIEW: OCTOBER 7, 2016
More often than not, consumers can easily see through fake or incentivized reviews and will immediately ignore them. Amazon recognized this and in a move to be more consumer friendly, decided to take steps to ban incentivized reviews. Whenever I’m looking to buy something, I like to see the full spectrum of reviews from glowing praise to disappointing failure because it gives me a more authentic view of the product and often will be the reason why I choose to buy something.
And that’s just what these incentivized reviews were missing – authenticity. On average, reviewers who received discounts or free products in exchange for reviews were much more likely to speak of the product favorably and twelve times less likely to give one-star ratings. How can you trust reviews when they’re that biased?
Building a community that encourages people to share their relevant opinions and experiences with your brand can be an incredibly powerful tool – and we believe highlighting their best images, using technology like Olapic, can lead to a whole team of grassroots advocates who are sharing their reviews with meaning because they want to.
-David Marcus, Product Marketing Manager
Most maternity brands that make up the $6B industry have usually been perceived as cheap and unfashionable. Nowadays, millennial pregnant women want fashion AND function. Modern maternity labels like Storq, Hatch, and Seraphine are delivering well-made maternity clothes at an accessible price point, allowing women to look stylish and feel comfortable throughout their pregnancy.
Millennials have incredible brand loyalty, so these companies are going the extra mile to cater to their active lifestyle and create a customer experience that fosters a relationship long after they meet their new bundle of joy and expand their product line.
Larger retailers such as Gap, Asos, and H&M have hopped on the maternity bandwagon and are further invested in their maternity offerings in order to provide consumers with what they’re becoming accustomed to, pre-pregnancy.
Brands that haven’t expanded to include maternity wear should consider exploring serving this new market because these niche maternity brands are cooing…all the way to the bank.
– Justine Winkler, Customer Marketing Manager
If you commute by car in a big city, with lots of traffic, you are most likely familiar with Waze. Touting over 65 million monthly global users, the app has become a favorite for drivers looking to get from point A to point B using the most efficient routes. Recently, the app, which is owned by Google, took a huge step forward in an effort to monetize by introducing a capability known as “Favorite Brands.” Essentially, the offering allows marketers to invite users to “favorite” a brand using ad units, then segment those customers for personalized offers.
This was a natural next step for Waze, with so much driver and destination data combined with the Google network. But what does it mean for brands? Well, over the past few years there has been a race to geo-locate for brands with traditional brick-and-mortar locations. Whether through beacon technology, or gamification such as the Pokemon Go craze this past summer, brands need to get creative to drive traffic into stores. With Waze, there is an opportunity to engage customers in places they are already traveling to, and build better, more meaningful relationships by understanding their interests and buying patterns. Dunkin Donuts, a logical partner based on commute traffic, is the first to test out the offering. It will be interesting to see how it performs.
– Bill Connolly, Director of Content Marketing
Hope you enjoyed our digital marketing recap. Have a great weekend and tune in bi-weekly for our next OlaView!