What influences Gen Z’s consumption habits today? CXL’s expert shares his experience on how to create outstanding content, new privacy rules for Facebook, Linkedin shares insights on what is demanding now in the marketing sphere, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.
- IRI conducted research among Gen Z women to determine what exactly drives them to make purchases. Read the digest to reveal the results.
- Bud Hennekes shared 5 lessons on how to create high-quality content and how not to lose your creative skills. Check it out in our digest.
- Despite the global pandemic, the demand for marketing jobs has grown by 63%. Linkedin shared their views and insights on what companies are looking for now. Take a look at the infographic our team prepared for you.
Gen Z getting obsessed with TikTok for shopping ideas
Facebook suffers as always. Downloads began to fall, Instagram is no longer as cool as it used to be, and now this…
Market research company IRI has done some research asking nearly 1,000 Gen Z women about what drives them to shop. Here are the 5 most basic sources:
- 59% – Recommendations from Friends/Family
- 54% – Seeing a Friend/Family Member Using Product
- 39% – TikTok Videos
- 38% – Seeing a Display In-Store
- 31% – TV Advertising
Just for comparison and understanding, Instagram ranked 6th and 7th:
- 23% – Instagram Ads
- 21% – Instagram Influencer Posts
As for reputable Facebook, it ended at 9th place with 19 percent, and Twitter ads ranked almost at the bottom with 11%.
Why it matters: Time flies too fast. Someday Gen Z will mature and become the main consumer base. According to the first IRI reports, “nearly half of Gen Zs aren’t old enough to drive a car, but they are driving global marketing and retail strategies around the world.”
Lessons learned from creating classy content for advanced marketers
CXL is one of the best and most recognized digital marketing blogs, especially among professionals. They had become so because of creating high-quality content, thus making a name for themselves.
Recently, CXL Content Leader Bud Hennekes shared 5 lessons he learned while creating content.
Here they are:
- Don’t avoid hard work: many marketers want to take off quickly and effortlessly, but trust that the extra effort will always pay off.
Create SEO-friendly content that is easily accessible to your audience. Also, remember to keep your content detailed and to update the old publications from time to time.
- Stick to your plan: The CXL team has worked hard to create a reliable and recognizable brand among marketers, by creating detailed content that is aimed at professionals.
While the benefits of this approach were not always apparent, they decided to follow the assigned plan and it turned into a winning strategy.
- Updating your content has a pretty high ROI, but many marketers choose to put this task at the very bottom of their to-do list. The right move is to determine which publications will benefit from the update and prioritize them.
- Don’t create bland me-too fluff: ordering the content in the SERPs in such a way that the best is on top, then it is not a fact that this will help. If you don’t really know what you are writing, then ask the experts for help.
- There is always time to learn something new: there is always a limit to the creativity we have. You can of course publish high-quality content at high frequency, but staying at its best for long will be nearly impossible. Learning something new will help strengthen your creativity. For example, Bud Hennekes devotes about two hours a week to study.
According to Bud, creating content is like riding a roller coaster, but you will definitely be rewarded for your hard work!
No data for Facebook
Now Facebook looks more and more like a punching bag. Apple was the first to strike with ATT, and now Google has started the fight.
At the end of the Google I/O 202 conference, the company announced changes in the privacy rules for Android devices, or rather about a pop-up window for tracking nearby devices.
How it works: Facebook can now track your location with GPS turned off. Ask how? They use Bluetooth to track nearby devices such as smartphones.
Thus, applications such as Facebook will be able to learn much more information about you. If a person nearby has a Facebook account and a geo tracker is turned on, then it can determine your location as well. If the application sees that you are often near this person, then it will consider him your close friend.
What’s changing: App developers will have to question the users clearly whether they want to be tracked. A pop-up window will appear to ask users for permission to “allow to find, connect to, and determine the relative position of nearby devices”. And, of course, most users will most likely refuse:)
LinkedIn Shares New Insight into the Most In-Demand Marketing Roles and Skills [Infographic]
LinkedIn shared its views on how the level of employment in the field of marketing is changing and what skills are most in-demand for specialists.
The most interesting thing is that this platform tells us that despite the global pandemic, marketing professionals are becoming more and more in demand.
“On LinkedIn, we’ve seen a 63% increase in marketing jobs over the past six months. In total, more than 380,000 marketing job listings were posted over the past year.”
To find out more interesting insights, check out the infographic below.