2 Ways A 5th Limb Is Changing Students’ ShoppingIn Trends
While the world dabbles in predictive artificial intelligence (AI) and programmatic marketing is increasing, students are using their mobiles in many creative ways to inform their purchasing decisions, slowly taking a leap into digital liberation. According to the Student Spend Report 2017 students treat their phones like a new limb, perching it at the top of their major purchases list. With over 84% of South African students having a smartphone, 1 in 3 are already shopping online, we’re sharing how they no longer make purchasing decisions without it!
- AI & Programmatic Marketing
Students definitely love convenience and instant gratification, from the likes of Uber Eats to iTunes, they live for getting things now and indulge in brands that make that possible. For the sake of convenience, students are loosening up on online shopping too, with programmatic marketing making ever convincing suggestions for everything they want.
Online shopping has increased with students blurring the lines of what constitutes online shopping eg. In-App purchases, and iTunes music and not necessarily being aware they are doing it. Top items being bought online include clothing, travel and electronics.
Forward thinking with AI, the idea is that brands will be able to inject their brand into a consumers’ life at a moment of need before they even realised the need exists or would arise, being more proactive. According to Forbes.com, Siri, Google Now, and Cortana are all intelligent digital personal assistants on various platforms (iOS, Android, and Windows Mobile) already bringing AI into our world.
- Influence By Social Proof
When influencers pop up on a student’s social media feed, best believe they will take a moment to hear what they have to say. After all, it’s all about Brand ME and here’s a person who’s managed to emancipate, enhance and elevate themselves by buying the experiences they’re after and creating memories.
Students are looking to their peers for a more elevated level of confirmation, and more so influencers, to tell them what they should be buying or which brands are a waste of time.
Mmathapelo, 25 says, “I have a routine for buying. I already know what I have to buy, so I usually ask some friends about their experiences when deciding between brands and go from there. As long as the feedback is real.”
While brands are using influencers to offer superior access to their products and services, students are seeing influencers as a safe way to explore their purchasing decisions. In a unique South African context, the influencer is often the one that elicits a student’s buy-in through relevance and cultural connectedness, giving brands context, while helping students form a meaningful relationship with these brands.
Man VS. Machine
Influencers and AI combining with programmatic marketing is enabling the youth to connect with brands that are building the future and helping students to enrich their lives by living in a brand’s skin. The win isn’t just monetary for a brand, but being placed in a position to help Brand Me centric youth to express and impress with brands in their circle, wherever they go, whenever they need.
If innovation is in your brand’s calling, get in touch with the experts in the emerging youth market on 011 885 3918 or mail firstname.lastname@example.org.