Beyond the Pixel - July Edition

Welcome to the July edition of Beyond the Pixel, your go-to guide for the latest digital insights curated by CTI Digital .

In this issue, discover how to effectively market to different generations, tailor strategies to meet evolving consumer expectations, and explore the intricacies of B2B commerce, including key differences from B2C, complex buying journeys, and the importance of building trust. Learn practical tips to optimise your B2B digital presence, drive growth through technology and marketing, and improve ad performance with emotionally charged copy and AWS Bedrock for harnessing Generative AI.

Enjoy the read!

??? How to Market to Each Generation ???

Understanding the unique shopping habits of each generation is crucial for all brands. Whether you are looking to appeal to individual consumer segments or hoping to appeal to some or all of them, it is necessary to understand each generation of consumers and their differences and similarities. From Baby Boomers and Gen X to Millennials and Gen Z, each generation displays unique preferences and behaviours when it comes to researching products, social media, preferred payment methods, and valuing brand characteristics.?

Gen Z

Gen Z (born 1997 - 2012) predominantly uses social media, particularly TikTok and Instagram, for product discovery and values privacy and trust on these platforms. Influencers play a crucial role in purchasing decisions, especially wellness and self-help products. Despite their digital savviness, Gen Z often buys everyday essentials in-store and values loyalty programs offering discounts, early access, and special offers.

Gen Z prioritises sustainability, social responsibility, and authenticity in brands, expecting eco-friendly products to be accessible and rejecting inauthentic brand actions. Their preferred payment methods include debit cards, digital wallets, and buy now pay later (BNPL) schemes, favouring flexible and secure payment options.

To engage Gen Z effectively, focus on mobile and social media marketing, provide diverse digital payment options, emphasise authentic, sustainable practices, and leverage influencers and loyalty programs.

Millennials

Millennials (born 1981 - 1996) are mobile-first shoppers who heavily rely on social media platforms like Instagram and TikTok for product discovery and research. They value authenticity, sustainability, and social responsibility in brands, preferring transparent and genuine experiences. Influencers significantly impact their purchasing decisions, especially in wellness and self-help content.

Millennials prioritise self-care, using beauty routines to alleviate stress and favouring wellness trends like skin cycling. They engage deeply with brands on social media, with personalised experiences and loyalty programs influencing their purchasing behaviour. Digital wallets and buy now pay later (BNPL) services are popular payment methods, alongside credit cards used for maximising rewards.

To effectively reach Millennials, brands should focus on mobile and social media engagement, offer flexible digital payment options, highlight authentic practices and social responsibility, and leverage influencer endorsements and personalised loyalty programs.

Gen X

Gen X (born 1965 - 1980) prefers traditional search engines like Google for information gathering and values in-app shops for product discovery. While they use social media, platforms like TikTok and Instagram are less influential compared to younger generations. They are not predominantly mobile-first shoppers and still appreciate real-life shopping experiences.

Price, product quality, good customer service, and reliable reviews are key purchase drivers for Gen X. They value trust, authenticity, and sustainability in brands, expecting companies to address social issues like climate change and healthcare. Gen X supports small businesses and values diversity and inclusion, though not as strongly as younger generations.

Traditional payment methods like credit and debit cards are common among Gen X, with a gradual adoption of digital wallets and buy now pay later (BNPL) options.

To effectively engage Gen X, brands should focus on Google Ads and quality customer service, gradually integrate digital payment options while maintaining traditional methods, highlight corporate responsibility and employee treatment, and provide a seamless shopping experience across online and in-store channels.

Baby Boomers

Baby Boomers (born 1946 - 1964) often discover products on television and use Facebook as their most popular online channel. They are not primarily mobile-first shoppers and do not extensively use platforms like TikTok and Instagram.

Price, good customer service, and the ability to see and feel products in-store are key purchase drivers for Baby Boomers. They prioritise authenticity, quality, and tradition in brands, responding well to sustainability and purpose-driven messages. Exclusivity in marketing also appeals to this generation.

Traditional payment methods such as cash, credit, and debit cards are preferred by Baby Boomers, though they are open to online shopping if it offers value and convenience.

To effectively engage Baby Boomers, brands should use television and Facebook for promotion, focus on traditional payment methods, highlight authenticity and exclusivity, and provide excellent customer service both online and in physical stores.

In Summary

To maintain a competitive advantage, brands must have a strong understanding of the unique commerce habits of different generations. While there are some common themes and similarities seen throughout each generation, knowing the slight differences and priorities of the generation you wish to target can be the difference in staying relevant in today’s market.?

Find out more about each generation, their preferred channels, purchase influence and drivers, and brand values in our full guide on multi-gen commerce via our blog.

?? Understanding B2B Commerce ??

B2B commerce (business-to-business commerce) is evolving rapidly, offering unique business challenges and opportunities. Working in B2B Commerce, understanding these nuances is crucial for delivering effective solutions that resonate with companies and their customers.

What is B2B Commerce?

B2B (business-to-business) commerce involves transactions between businesses rather than between a business and individual consumers (B2C). This can include wholesalers selling to retailers or manufacturers supplying components to other companies.

Key Differences Between B2B Commerce vs B2C Commerce

Complex Buying Process

B2B transactions involve multiple stakeholders like procurement, finance, and operations. Unlike quick B2C decisions, B2B requires alignment across departments, leading to longer buying cycles. Detailed product information and transparent communication are crucial.

Focuses on Relationships

Long-term partnerships are key in B2B commerce. Businesses seek reliable suppliers who understand their needs, focusing on trust and mutual growth. Unlike B2C's immediate sales, B2B relationships thrive on personalised account management and regular check-ins.

Customisation and Volume

B2B transactions often require customised solutions and larger order volumes, demanding precise logistics and inventory management. Flexible systems and robust supply chains are essential to meet these complex needs.

Complex Buying Journeys

Awareness Stage

The initial awareness stage is crucial as businesses begin by researching potential solutions and vendors. This stage requires companies to have a strong digital presence, offering valuable content that educates and informs potential clients.

Consideration Stage

As businesses move to the consideration phase, they evaluate different options and providers through product demos, webinars, and detailed case studies, which showcase the vendor's capabilities and success stories.

Decision Stage

In the decision stage, proposals are reviewed, negotiations occur, and contracts are finalised. This stage requires clear communication and flexibility, as businesses often need to tailor solutions to meet specific requirements.

How to Build Trust and Credibility

Trust is essential in B2B relationships, and companies must establish credibility through consistent and transparent communication. Companies need to establish credibility through the following:

• Thought Leadership: a powerful way to build trust, with businesses sharing insights via blogs, whitepapers, and webinars. These resources position the company as an industry leader and provide value to potential clients.
• Testimonials and Case Studies: Demonstrating success through client stories and endorsements. Offer tangible proof of a company's ability to deliver results. By highlighting successful projects and satisfied clients, businesses can reassure potential customers of their expertise and reliability.
• Consistent Communication: Consistent communication through email newsletters and regular updates keeps clients informed and engaged, fostering a sense of trust and partnership. Keeping open channels via email newsletters and regular updates.

Want to learn more about how to elevate your B2B marketing strategy? Check out our full blog for a comprehensive guide on key touchpoints and B2B trends. Learn how to optimise your online presence, create compelling content, and harness the power of social media and email. Plus, get practical tips on improving user experience, leveraging data, and ensuring security.

?? How To Write Emotionally Charged Ad Copy And Improve Ad Performance ??

Emotions play a crucial role in consumer decision-making, influencing purchases both online and offline. Research consistently shows that emotive ad copy significantly boosts performance, enhancing Click Through Rate (CTR), Conversion Rate, and ad Quality Score.

PsychologyToday highlights that the emotional elements of ads resonate most with people. A study of 1,400 successful ad campaigns reveals that ads with purely emotional content performed nearly twice as well—31% versus 16%—compared to those lacking emotional appeal. When executed effectively, emotional advertising can forge a stronger connection with your target audience and drive better results.

4 key benefits of including emotions in ad copy?

1. Your ads will stand out against your competitors

See for yourself! Search for some of your keywords and it’s likely competitors will be using similar ad copy. By using emotions in your ads you will be able to stand out in the crowd.

2. Your overall ad performance will increase?

Better performing ads = more chance of being at the top of search engine results.?

3. Your brand becomes more memorable

When ads are different and send an emotive message they are more likely to be remembered by the searcher. There’s also a better connection between the brand and audience, building stronger customer relationships and brand loyalty overtime.?

4. Your ads become cheaper due to increased performance

As ad performance improves, your Quality Score will also increase bringing down the cost-per-click (CPC). Quality Score is based on the following attributes:

• The relevance of each keyword to its ad group.
• Your click-through rate (CTR).
• Landing page quality and relevance.
• The relevance of your ad text.
• Your historical Google Ads account performance.

The better the Quality Score of your ad, the lower the CPC will be!

What emotions should you use in your ads??

Choosing the right emotions for your ads is crucial. Both positive and negative emotions can effectively enhance ad performance, depending on your product, brand tone, and message.

Purposeful Ad Structure

Ensure your ad aligns with its purpose and feels relevant to the target audience. The effectiveness of emotional appeal hinges on a well-structured campaign.

Emotional States to Consider:

• Fear and FOMO: Fear drives action, urging users to make quick decisions for self-preservation. Incorporate Fear Of Missing Out (FOMO) by adding urgency with phrases like "Get It Or Regret It" or "Selling Out Fast." Highlight limited availability or high demand to motivate immediate action.
• Instant Gratification: People crave quick results. Use urgency in your copy, such as "Only 24 Hours Left," to prompt faster clicks and purchases.
• Affirmation: Positive reinforcement and personal affirmations can improve engagement. Research shows that including a promotion with a positive affirmation boosts Click Through Rates (CTR). Make your ads feel personalised to connect better with your audience.
• Anger: While not suitable for all brands, targeting anger can increase CTR and conversion rates. Demonstrate empathy, add urgency to resolve issues, and show how your product or service can turn anger into a positive outcome.

Incorporating emotions into your ad copy can significantly impact performance, but ensure the emotional appeal fits the context of the ad and resonates with your audience.

How to Include Emotion in Ads (The Right Way!)

Using emotion in ads can be powerful, but it requires precision due to space constraints and the need for impactful messaging.

Key Considerations:

• Know Your Audience: Tailor your emotional appeal to resonate with your specific target demographic.
• Understand Your Product/Service: Ensure the emotion aligns with what you're offering and enhances its value.
• Anticipate Emotional Impact: Reflect on how your ad's emotional tone will be perceived by your audience.

To create effective emotive ads, always keep your audience and their response in mind, ensuring that your emotional appeal is relevant and well-received.

Remember it’s important to analyse and continue to test your ads efficacy. Emotions are subjective, so reviewing ad copy will be the best way to find out whether your audience is responding positively or negatively.?

?? AWS Bedrock: The Gateway to Enterprise Generative AI ??

Generative AI stands out as a transformative technology with immense potential. AWS Bedrock emerges as a pivotal tool, simplifying the creation of customised Generative AI applications tailored to enterprise data.?

Simplified Creation of Tailored Generative AI Applications

AWS Bedrock simplifies the development of Generative AI applications, making it easy for organisations to tailor solutions to their specific needs. Whether it's automating content, generating data reports, or enhancing customer interactions, Bedrock provides a suite of pre-trained models that can be adapted to unique business requirements. This flexibility accelerates the path from concept to deployment, allowing businesses to focus on innovation rather than model training.

Privacy and Compliance: Meeting Enterprise Standards

For enterprises, privacy and regulatory compliance are crucial. AWS Bedrock addresses these concerns by enabling the creation of private Generative AI solutions that meet stringent compliance standards and protect sensitive data. The platform's robust security framework ensures that data remains secure throughout the AI application lifecycle, making it especially valuable for sectors like finance, healthcare, and legal services.

The Urgency of Embracing Generative AI

Generative AI is rapidly transforming industries, and early adoption is essential for maintaining a competitive edge. AWS Bedrock offers a user-friendly entry point for organisations to begin their AI journey, even with limited expertise. By starting small and scaling, businesses can integrate AI into their operations and refine their strategies based on real-world insights.

Driving Digital Transformation with AWS Bedrock

Generative AI is a key element of broader digital transformation. AWS Bedrock integrates seamlessly with other AWS services, supporting a comprehensive approach to cloud-based technology adoption. This integration helps organisations optimise workflows, reduce costs, and drive growth, positioning them at the forefront of digital innovation.

The Gateway to Enterprise Generative AI

AWS Bedrock provides a strategic pathway to enterprise Generative AI, addressing privacy, compliance, and digital transformation needs. By leveraging Bedrock, organisations can stay ahead in a competitive landscape and harness the full potential of AI-driven innovation.

Interested in learning more about AWS Bedrock? Find out more from our blog.

We hope you enjoyed this month's edition of Beyond the Pixel! Stay tuned for our August update next month, where we'll keep you in the know with the latest tech and digital marketing trends, news, and insights.