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How to increase conversions through general consumer values

How to increase conversions through general consumer values

As digital marketers, we spend a lot of time on impressions, clicks, and conversion data. Which campaign, ad, or landing page is being converted today?

Yes, it’s about performance – but it’s also important to take a step back and recognize that factors such as customer experience and brand trust also affect conversion rates.

We have a responsibility in marketing and advertising to consider more than just details at the surface level; there is an ever-increasing emphasis on inclusivity, trust and connection to consumer values.

In this column, you will learn the three key components of this value-to-trust discussion and action-oriented takeaways to help you build a value-driven approach to your own organization.

Why have confidence? Why values?

In short, connecting brand values ​​with consumer values ​​creates trust. And as trust in a brand increases, each customer’s expression of love for the brand increases.

Reflecting inclusivity, trust and connection to consumer values ​​in a genuine and authentic way paves the way for consumers who perceive a brand as built for “someone like them.”


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There are three key components to this value-to-trust discussion:

Generational values ​​have begun to drive consumer engagement, brand loyalty and consumer expectations. These generational values ​​differ (with occasional overlap) between Gen Z, Millennials, Gen X, and Baby Boomers. Only 1/3 of advertisers believe that taking a social or political stand strengthens their relationship with customers. And just over half think it’s a game. The others have no meaning. 80% of the population believe that brands should play a role in solving societal problems.

Generation values ​​matter

It is more important than ever to tailor your brand’s message so that it resonates with different audiences.

Generational attitudes and values ​​are different, and it is important for you to remember as a brand that seeks to build relationships with this audience.

If we take the Internet population and seek to understand the outbreak by generation, we can see that the majority of Internet users are millennials, followed by Gen X, then Gen Z and then Baby Boomers.

If we look at the general American population by generation, we see a variation in the numbers, as each generation makes up between 19-22%, with the remaining percentage being The Silent Sound (1928-1945) and the largest generation (before 1928).

This immediately tells us that Gen X and Millennials over-index Internet usage versus Boomers and Gen Z.


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Gen Z and Millennials both prioritize the values ​​of knowledge and curiosity, while Gen X, Boomers and Pre-Boomers all share family, honesty, authenticity, relationships and working hard.

Source 1: eMarketer 2019, Graph source: GlobalWebIndex, Internet users, Global, Q1 2020

In addition, 67% of participants in the Gen Z survey stopped or considered boycotting a brand that collided with their values.

When you combine that with the 80% of participants who want brands to solve societal problems, we see evidence that consumers are willing to engage or liberate themselves with a brand in response to their values.

Companies need to take a stand and show what they stand for. It is more risky today to do something or play it safe than it is to authentically present what your brand stands for in the world.

A study conducted by Salesforce showed that Gen Z runs elevated importance for values.

This proves that as our younger generations move into the workforce, they will only strengthen the already growing mindset of values ​​and the need for inclusivity and value-based keywords to be a part of any online advertising strategy.

What comes next?

As marketing competition increases online, the need to connect with your audience in authentic ways becomes more important.


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According to eMarketer, “By 2023, digital is expected to account for nearly two-thirds of advertising spending. So while it is crucial to establish common sense and purpose with your customers, it is especially important to do so in your digital channels. ”

Brands need to consider how generational values ​​contribute to a research / sales cycle and how your brand / company’s values ​​align with those of consumers.

No audience wants 100% shared values, so it’s important to think about how to develop a marketing strategy that is authentic and attitude compatible with many.

Each generation has been positioned to surpass the purchasing power that was before it, and technology has helped grow this trend.

Gen X will be the last generation to live with a first-hand experience of what the world was like without the Internet or smartphones, and Gen Z is the first to never know the world without our modern dependence on the Internet and mobile devices.

While it is important to be aware of generational values ​​in general, authenticity remains the common denominator across all demographics.


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Applying generational values ​​to your marketing strategy

Here are some key actions that will help you ensure an authentic and value-driven approach to your marketing strategy:

Assess your brand or your business task.

Make this public on your site. Take a step back to review your brand statement / mission statement and how it correlates brand value with consumer value and consumer truth.

Align messages with the intended audience.

If you are reviewing the work of understanding your brand values ​​and how it is translated through the consumer journey, be sure to align your message in the ad copy and landing page. Is it an authentic messaging match that matches your audience?

Lean into all demographics and audiences as part of your strategy.

How do you view segmentation of your base and recycling for campaigns?

Use goals and bids – discard all ages, genders and learn from it before optimizing accordingly (exclude or city).

Match demographic learning with authentic ad copy that speaks to each generation’s priorities. Use target groups in the market.


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Test dynamic search ads to capture valuable search queries.

Regularly review SQR reports (SQRs) to identify value-driven search queries that have been converted and are worth adding as new keywords.

Where does your marketing strategy have the potential to create overall value propositions that resonate with all generations?

More resources:

Image credits

Featured Image: Microsoft Advertising. Used with permission.
All screenshots taken by the author, May 2021

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