Today, millennial dads are more involved in their children’s daily lives than ever before and they are looking to the Web for instant answers to their parenting questions. Fathers are using their smartphones for information when it comes to I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy-moments.
Parenthood comes with endless questions for raising kids. From food, sleep, bathing and everything in between, new parents are responsible for their baby’s first years. Some things are not so simple, especially for young dads. Anytime an issue arises with their newborn, even in the middle of the night, dads are searching for the best answers.
According to research from BabyCenter.com, “being the ‘perfect dad’ is at least somewhat important to 88% of millennial dads.” Striving to reach that ‘perfect dad’ title can pressure fathers into needing to know more and more things to make their baby happy.
Using smartphones and searching the Web for all kinds of information is second-nature to millennials. Millennial dads are sticking to what they know, but their searches are now related to strollers, babyproofing and baby-care accessories. Research also shows that, “59% of millennial dads looking for parenting information online use their smartphones the most.”
Even with an upset baby that won’t fall asleep, smartphones offer convenience to new dads with pages of information and answers to any parenting question. “Google data shows that searches for baby-related terms on mobile have grown 52% year over year.”
Any second of the day can present questions or a situation that needs answers. Anything like ‘how to’ or ‘near me’ searches can all be done through smartphones. A date with the wife, preparing for the baby and activities with the kids are just a few opportunities for millennial dads to find new information online.
Wanting-to-know, go, do and buy moments occur every day in the life of a new dad. Searches for baby-related content are growing online, but dads are wanting more information and more ‘dad-focused’ content as well.
Moms and dads are now both involved with childcare and purchases important to the family. With new dads saying there isn’t enough content focusing on dad-related topics, marketers can take things that used to be targeted toward moms and target fathers too. Millennial dads are an audience that is growing and brands can make an effort to appeal to them.
Starting a family is full of questions and smartphones are keeping new dads informed on everything they need to know for being a parent. As millennial dads strive to be the ‘perfect dad,’ their mobile device will continue to be there to find necessary information at any time.
Importance of Having a Multi-Screen Website written by: Thomas Lopez
In the world of online marketing, adapting to the needs of the consumer at every stage of the buying cycle can mean the difference between conversions and failure. In the world of multiple devices, a customer will rarely complete a purchase from initial research to the final checkout on a single machine. You may find a consumer researching for a product on one device such as a laptop or tablet and completing the transaction much later on a different device such as their smartphone.
A website, that is able to take all these factors into consideration, can mean a lot for businesses. This is because the customer can be reached with a Multi-Screen website through each stage of the buying cycle. Engaging with the client on more than a single device also means a lot more time spent looking at your site which can significantly increase conversion rates. A Multi-Screen web design has a lot to offer businesses that target customers across multiple platforms and marketing channels.
All business should utilize a Multi-Screen website because consumers today are constantly connected and moving between devices. In order to maximize retention at all stages of the buying cycle, it is important to have a website that can be where your consumers are and that can be from tablet to desktop to smartphone. Having the right website can increase the number of purchases made on different devices and it will show the right type of call to action when the time comes for the consumer to make a purchase. For instance, to a customer who is in the checkout process, it is very counterproductive to show a branding ad, have the user click on the ad, and take them to a non-mobile website. Understanding what the user is doing on a website is paramount as it enables a business to adapt their marketing approach in order to better engage the customer.
Websites that are built for a Multi-Screen world will allow the user to access the businesses products or services across different platforms and devices, while still providing a consistent and uniform user experience. Consistency is what reflects a brand, enabling the customer to better relate to the company. There is a lot that a business stands to gain with a Multi-Screen website that takes the digital buying cycle into consideration. For one, the company will be able to maintain a steady and long term relationship with their customer if the website has the pages that are not only relevant to the device, but also relevant to what the user went there for in the first place. Additionally, a company can also adapt their marketing strategy to customize the consumer touch points based on where they are at in the digital buying cycle. For instance, the advertisements that are shown to a user when researching are different from the ones shown when the user is making a purchase. This is because research is all about search for information to consume. When a user is able to see a brand at the beginning of the buying cycle, when the user is consuming information, they will associate better with the brand and grow in trust with that brand. When the consumer/user is ready to make a purchase and knows what product or service they need, they will remember the brand from their research and continue to search for that company. This results will increased long term revenue as the user has had more touch points throughout, since the strategy has already been put into place with the multi-screen website design and development for users across platforms.
At Lead Clickz, we provide custom solutions for businesses to provide them with an online presence in addition to giving them a personalized customer retention solution. Our analytics solutions and responsive web design will ensure that your business is able to reach more customers and keep them for longer. For more information, feel free to visit our website at www.leadclickz.com or give us a call on (281)869-7004.
Audiences are spending and being influenced through online video. Marketers who utilize online video are seeing an increase in favorability and consideration when it comes to their products or services that are being displayed with online video. Advertising focus is moving to online video and the different ways to influence consumers.
Not only are consumers looking to online video for spending and influences, but they are looking to online video with their smartphones. People can bring their smartphones with them almost anywhere. This means that smartphone carriers are able to view online video wherever they go.
Marketers who choose to advertise through a mobile video platform are experiencing more growth and revenue. Audiences are seeing these advertisements and from that 40 percent of people visited the store or brand website after watching a branded video on their smartphones from that same store. There was also 28 percent from that same group who went on to make a purchase online or in-store1.
YouTube is pulling more people into watching mobile videos. YouTubers are seen as a trusted source for information. These videos and YouTube personalities are influencing the spending habits of their audiences. Among YouTube subscribers, 6 out of 10 people would follow advice from their favorite YouTube personality over a favorite celebrity on what to buy.
YouTube personalities possess power when it comes to influencing their viewers. Their channels, likes and subscribers are all continuing to grow. Some marketers are now using methods to advertise with the top YouTube creators to bring more attention to their brand.
Consumers are so loyal to online video and their favorite YouTube creators that 6 out of 10 millennial YouTube subscribers will watch new videos uploaded by their favorite creators within 24 hours2 of it being posted online. Consumers show loyalty and online videos that are accessible through smartphones make it easier for audiences to watch their favorite content.
Audiences are using mobile video on YouTube as a form of entertainment, but besides being entertained they are being influenced by the creators and advertisers who make themselves more easily accessible.
 Google-commissioned iposos, Brand Building on Mobile Survey, U.S., December 2015, (Smartphone video viewers aged 18-54, n=957).
 Google-commissioned iposos Connect, “The YouTube Generation” study, U.S., November 2015. (YouTube creators subscribers aged 18-49, n=352).