Each generation has its own unique set of characteristics ascribed to them, a group of qualities that makes marketing to them different with each age bracket. Although the Baby Boomer generation is the largest one in the world, the one with the biggest influence on the horizon is Generation Y (the segment of the population born between the ’80s and early 2000s). Knowing how to word your Amazon listings so they relate to them can translate to a big jump in business, so read on to learn what RepricerExpress has compiled in terms of marketing to Generation Y.
Appeal to Their Kind Consciences
One of the strongest traits of Generation Y is its tendency for altruism. This is a generation that likes to impact meaningful change in the world, and they’ll seek to accomplish that in all ways, from the smallest to the largest.
Generation Y also tends to favour companies that make their altruistic goals explicitly known and will go out of their way to support businesses looking to make a difference. While they have more than their fair share of companies to buy products from, if they see a business is actively trying to help the environment, charitable organisations or any other like-minded groups, the chances of them clicking ‘buy’ rise.
How you can benefit from this is by stressing the do-good qualities of your product. If it’s made of sustainable material, move that line up in the product description. If it’s locally made as opposed to coming from far afield, move that line up in the product description. Even if your item is the equivalent of a gas-guzzling Hummer, there’s always some positive way to offset that, such as mentioning you ship your products with recycled materials.
Another way of attracting Generation Y shoppers is by mentioning your affiliation with charities, but make sure it’s a legitimate relationship if you’re involved with it. For instance, October, which is Breast Cancer Month worldwide, sees a spike in organisations advertising pink products. They market themselves by promising money to organisations that raise awareness, not research, so double-check that the philanthropic tendencies you’re exhibiting are genuine. Your customers will easily spot the difference, and yohttp://www.breastcancercare.org.uk/news/media-centre/breast-cancer-awareness-monthu never want it to be to your detriment.
Market Across the Tech Spectrum
Of all the groups of consumers, none is more tech-savvy than Generation Y. It’s almost as though they were born with a cell phone in one hand with the other typing away on a keyboard, and having grown up in that environment makes technology an inherent part of their lives.
The obvious suggestion here is to bolster your presence on social media outlets, create a strong email marketing campaign and respond to queries in a timely manner in a variety of media.
But digging past the surface, it’s important to note how Generation Y read your Amazon listings. This mass use of technology has shortened attention spans as more and more devices demand use, and this generation will have little patience with you if you don’t get straight to the point. Brevity — without losing relevance — is of utmost importance. Eliminate all unnecessary words in your product descriptions and don’t risk losing your customers’ attention. Remember, while they’re looking at your Amazon product, they also have their smartphone beside them, an MP3 player blasting tunes, a TV showing Netflix and other distractions. If you can’t keep your message within Twitter limits, then you’re probably saying too much.
Don’t Get Branded as a Fuddy-Duddy
This point is somewhat related to the previous one, as deep technological use tends to go hand-in-hand with getting information immediately. It used to be that to learn something about the world, you’d have to wait until the evening news. Now, such as with the Arab Spring, people are informed instantly about anything in the world and time zones don’t matter nearly as much.
It’ll be a challenge for you, especially with maintaining all other aspects of your Amazon business, but staying on top of timely information is absolutely crucial. Everything has always changed constantly; the only difference is now, people are aware of it.
For niche items, you have a bit of leeway as consumers may not be 100% aware of product changes. But for more popular items, like tablets or MP3 players, modifications are announced and made into Really Big News, and you’ll look like a doddering fogey for not making the necessary changes as quickly as possible.
Final Thoughts
Figuring out a marketing campaign that appeals to everyone is impossible. There are just far too many tastes, preferences and personalities for that to ever work, but centring your Amazon listings to cater to Generation Y (if relevant) is usually a pretty safe bet. But instead of exhausting yourself by trying to perfect all aspects of your business, let RepricerExpress help by taking care of pricing. With our 15-day free trial, all you have to do is sign up and focus your energy elsewhere.
