How People Use Devices and What to Know About Millennials

Here’s our latest roundup of digital marketing tips.

Analytics: Google Analytics: A Bonfire guide to terminology

Google Analytics terminology can seem like a different language. Measurements are categorized as either a dimension, which are characteristics, or a metric, which are quantitative measurements of data. Our guide defines the must-know terminology, such as attribution, bounce rate, session, and much more.

Client takeaway: Reference our ongoing guide for a deeper understanding of Google Analytics.

Suggested implementation: Create resources for technical industry terms. Use internally for reference and externally to represent your company as a thought leader.

Consumer trends: 6 dangerously inaccurate assumptions you’re making about millennials

Millennials are entering their prime spending years, making them a key target for marketers. Some misconceptions to set straight about this massive generation: Millennials like TV just like everyone else, they are more cautious than you think when it comes to spending, they aren’t necessarily looking for the cheapest price, and they don’t fundamentally hate your ads. Millennials are happy to consume ads that better inform their purchasing decisions.

Client takeaway: Millennials do their research and consult reviews before they purchase. They are also loyal to brands and stores that have policies and values that match their own.

Suggested implementation: Invest in online reputation management and encourage reviews from your customers to connect with millennials.

Copywriting: Storytelling 301: Site content as story

Quality brand storytelling convinces your reader to believe and acts as a natural form of persuasion. Annette Simmons outlines six distinct types of storytelling that can shape your marketing efforts. “Who I am” stories and “why I am here” stories build trust with your audience. Vision stories tell how things could be, and teaching stories provide potential solutions. Values-in-action stories focus on core values, and “I know what you are thinking” stories neutralize concern.

Client takeaway: Each story will be most effective on various areas of your website.

Suggested implementation: The homepage is an ideal place for a vision story. Shape expectations about what your product or service can do for your customer.

Mobile: How and when people use their favorite devices

The average person spends just under seven hours looking at a device screen every day. Multi-screen time accounts for about 35 percent of all device usage. Most multi-screen time involves TV and a mobile device with 72 percent of smartphone owners using their smartphone while watching TV. Multi-screen usage can be categorized as either meshing, which means using multiple devices to enhance TV viewing experience, or stacking, which means doing unrelated tasks while consuming media.

Client takeaway: Marketers are constantly competing for the attention of consumers on multiple platforms and devices.

Suggested implementation: Align marketing campaigns across devices to ensure a cohesive experience for the user, whether they’re using a smartphone, tablet, or laptop.

Social media: Should your business switch to an Instagram business profile?

Instagram officially launched business profiles, which are similar to Facebook business pages. The three major advantages for business profiles include a contact button, insights, and a promote function within the app.

Client takeaway: Business profiles will eventually become expected for brands, just like an official Facebook business page.

Suggested implementation: Capitalize on the contact button by directing users to a designated email or phone number.