Article

Categories Advertising

Millennials Search For Solutions, Not Products

App creation has taught Millennials to work backwards from the solution, not the product.

The solution is identifying the problem.



Since the dawn of the internet (and earlier for those of you that remember Mr. Moviefone) people have been trained to look for the most seamless solution to their every want and need . Want to watch something? Netflix. How about a lift? Uber. Need groceries delivered? Instacart. Hungry? Seamless.

It seems that before people even realize they have a need, a product makes its way in front of them. Millennials, the first digital natives, have grown up learning this. No matter what they will want in the future, a product will find its way to their device and fill that desire.

For this reason we have seen the development of several behaviors. First, friction within purchase and product experience has created what we believe to be a looser commitment to loyalty. Millennial consumers are trained to believe that the smoothest experience wins, and even small bumps in the road motivates them to move to another solution that they feel is simpler and free of friction.

In our independent studies on millennial consumers we’ve made some interesting findings. When asking about how they research new products, we found they are using search tools much less than expected. When asked what tools they use to search for new products in the grocery or consumer packaged goods categories, more than 50% said they don’t use any tools at all, citing ‘none.’ Because they just aren’t looking. Major media sources ranked in the teens in terms of their awareness of identifying new products for purchase. Significantly though, 26% cited search engines.

In a separate study on dining, we inquired about how they research restaurants. Web tools like Google and Yelp topped the list. But when asked how they use branded restaurant apps to aid in decision-making (like Outback or Chipotle’s apps) only 9% acknowledged even using them.

They don’t credit mass media as a voice. Even word of mouth and recommendations ranked extremely low in terms of driving a direct purchase.

This combination of findings led us to an understanding. These consumers aren’t researching future purchases and spending time comparing. They are seeking an immediate answer. An answer to a question based on a problem they’re facing. Where should I eat right now? What will unclog my drain?

Millennials don’t look for products. They look for solutions.

A communications strategy based on benefits – directly tied to the problem they solve is critical to being discovered, or rediscovered at the zero moment of truth. They’re just as likely to search for ‘clogged drain’ as they are for ‘Drano’ by name, especially if they’re not familiar with the brand. And every new app-based service continues to train them to work backward from the solution, not the product.

For this reason branding is still important to rise up on the list of solutions, and even more important as consumers get deeper into the funnel. We have found that millennial consumers we polled create a grocery list by category first, and becoming a brand name added specifically to that list is getting increasingly difficult. Successful brands will learn to frame their messaging and campaigns around the promise of the solution they bring to their best customers. Making that clear will outline a reason for purchase, and leave consumers with a clearly defined understanding of the brand. And always framing the brand with as much relevance to the situation as possible, will keep the brand considered a solution and not merely a product.


To download these studies please visit our Resources Page here.

Original Post

 

Read More on Digital Doughnut

 

Check out our latest videos!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

Getting web accessibility right is a massive commercial opportunity. The World Health Organization estimates that 1.3bn people worldwide are living with some form of impairment. The benefits of making it easier for...

Michael Nutley
Michael Nutley 30 November 2023
Read more
It’s Time For Brands to Move From Personalised, to Personal

It’s Time For Brands to Move From Personalised, to Personal

At a time when almost every brand is tailoring content and offers to individual customers based on their demographic data, purchase history, and online behaviours, are these personalisation efforts still adding value?...

Shafqat Islam
Shafqat Islam 27 November 2023
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
From Success to Setback: Lessons in MarTech Decision-Making

From Success to Setback: Lessons in MarTech Decision-Making

We often talk to clients about the consolidation of MarTech capabilities across vendors, to the point that it’s often not too difficult to pick up a new technology if you’re comfortable working with an alternative...

Andrew Addison
Andrew Addison 29 November 2023
Read more