Millennial and smartphone are two things that inseparable these days. The data showed in the article is that 90% of millennial uses smartphone. It means that social media is on their fingertips. Furthermore, there is a changing habit caused by smartphone, millennial is no longer going to the supermarket to buy groceries, but they prefer to use a smartphone to shop on their favorite e-commerce. In this essay, I will examine three example of changes in the marketing world due to extreme use of technology and digital platforms such as Facebook, Instagram, and Tokopedia.
First, we won't see the ads we don't need. Pre-internet era the only entertainment we have is TV. When you watch your favorites series, you will be interrupted with a bunch of ads. The internet era has shifted the way we see ads. We can identify demographics of internet users, for example as the article has stated that millennial with kids prefer Pinterest, while the youngsters prefer Twitter and Instagram, and Facebook still the most favorite platform for the internet users generally. So, we already learn this demographic. What can it do? The demographics of internet users can help in planning on targeting ads to consumers. Facebook has an algorithm which can target ads based on the likes of their users so the ads will be effective. Same as the Instagram algorithm that allows their ads to pop up on users based on the search history. The traditional word-of-mouth has been replaced with the word-of-web obviously.
Second, a moment of truth. Remember 10 years challenge that has been circulating all over social media? No, I'm not going to talk about your evolution of your haircut or how your body has changed. Why do I talk about the ten years because I want you to look back on how we buy things 10 years ago. Ten years ago when we need shampoo, we merely go to the nearest shop. Our decision to pick a shampoo will be based on our visual stimulus. The color of the bottle, then we will take a look at the information provided if we like the product we will choose it. P&G marketers introduced this model. The frameworks captured the consumer decision process (first moment), experiencing the product (the second moment of truth, and eventually become the customer. However, this model wasn't used anymore. A decision made by consumer no longer based on the moment of truth, in fact, the consumer will search the reviews on the web before buying anything.
Third, zero journeys and zero moments of truth. Let's go back to the shampoo story. As a customer, we have access to our smartphone, and the internet goes beyond supermarkets when we look for a review. We tend to look for "the best", "the cheapest," and so on depends on your preference. So, we'll go the web to search all of that. In fact, instead of having a journey to the supermarket, we tend to choose the easy way, Tokopedia. This change makes e-commerce proliferate since 2015.
In conclusion, so you know how powerful the digital era is. What you can do now is that we must begin our step to prevail in this digital age. First, you need to learn how "the buzzwords" works. Second, invest in technology. Artificial intelligence is getting smarter, cheaper, and easier. With the right technology, you can accurately target your audience. Lastly is don't stop to experiment. Digital platforms are the best learning experiment, and the good news is that it often free. So, don't hesitate to experiment.
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