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What the heck is a Zoomer?
Generation-Z (zoomers) are an ever-increasing group of independent consumers who make up nearly 30 billion United States Dollars (USD) of direct consumer spending, the largest of any generation (Geyser, 2021). Understanding zoomers and their consumer behavior is crucial for marketers in their search to develop new methods to influence zoomer consumer behavior. In the past decade two methods of digital marketing have stood out amongst the rest in popularity and effectiveness, Paid Search Engine Optimization (Paid SEO) and influencer marketing (Yang, Shi & Wang, 2015) (Vrontis, Makrides, Christofi & Thrassu, 2021).
What is SEO?
Search Engine Optimization (SEO) involves the promotion and ranking of websites on search engines. Examples of search engines are Google, Bing, and Yahoo. For a company to rise in the rankings of search engines they must develop “authority”. Authority can be defined as the way search engines determine the worth and ranking of your website, this is measured through links, relations, blogging etc. Paid SEO allows marketers to bypass the struggles of organic SEO by placing their desired link above organic links. The major caveat to this method is that under the link the search engine will tell consumers whether the link was place organically or inorganically as an advertisement.
Introduction
Influencer Marketing?
Influencer marketing on the other hand developed in the mid 2010s. Influencers are considered experts within their own, sometimes niche, communities and provide marketers and unique opportunity to align themselves with someone trusted by consumers (Syaifullah & Syaifudin, 2021). The introduction of social media platforms such as Instagram and Facebook and video sharing platforms such as YouTube and Tik Tok fostered the creation of influencers through the building of online communities.
Why do we need more research?
Currently, there is a plethora of research on the effects of influencer marketing on zoomer consumer behavior, however, there are major gaps in the research regarding Paid SEO effects on zoomer consumer behavior, even though Paid SEO is one of the most heavily relied on methods of digital marketing. This research seeks to analyze the effectiveness of both methods of digital marketing on zoomer consumer behavior, as well as determine if either of the two types of digital marketing need to be re-evaluated and tinkered in order to work effectively.
Introduction
Literature Review
What does current research tell us?
Current research on paid search engine advertising suggests that paid search is a cost-effective solution to reaching unique demographics. The versatility which can be used in keyword selection for paid search advertising enables brands to target niche communities or large communities using Google and Facebook customer relationship management (CRM) data (Maillé, Markakis, Naldi, Stamoulis, & Tuffin, 2012) (Lunk 2020).
Research on zoomer consumer behavior in relation to paid search is limited, however, one study found zoomers to be more incline to long-query search behavior (Kim, 2021). That being said, there is a clear gap in research regarding how paid search engine advertising effects zoomer consumer behavior. What there is not a lack in is research regarding influencer marketing and zoomer consumer behavior.
Literature Review
What will this research tell us?
This study looks to uncover how zoomer consumer behavior responds to paid SEO and influencer marketing, hence the research question is:
How effective is paid SEO in
comparison to Influencer Marketing
on zoomer consumer behavior?
Methodology
Methods and Measures
This study used four interviews and two focus groups:
- Two interviews were with males and two interviews were with females. It was decided to split up the sample between males and females since prior research has noted a difference in consumer behavior between males and females (Lakshmi, 2017).
- The interviewees were all with current college students, three of which in the United States and one in Canada. All four were aged 21 years, qualifying them as zoomers.
- The focus groups had six participants in each group with three males and three females. The participants of the focus groups all come from Elon University and are from the ages of 19-21, qualifying them as zoomers.
Methodology
Sampling Methodology
A judgement sampling method was used for both the interviews and focus group. To be included in this study participants had to be members of generation-z. Initially six people were asked to participate in the interviews, however, they later canceled. Out of the 12 participants asked to participate in the focus groups all arrived.
Sample Pool Disclaimer
All four of the interviewees come from families who pay for their total college tuition and allow them some form of a stipend for pocket money expenses and shopping expenses. It should also be noted that all four of the interviewees were white.
Prior to the interviews and focus groups questions were asked through a questionnaire to participants. The questions asked were: “Do you pay for, or partly pay for, your tuition?”, “Do you have a job?”, “Do you use your own savings for non-essential purchases, or an allowance supplied by a(n) dependent(s)?” Because financial status and expendable income play an instrumental role in consumer behavior, all participants were asked questions regarding their financial status.
Methodology
Interviewees Were Asked Eight Questions
- Do you find paid search ads trustworthy, if so why?
- Do you click on paid search ads on google?
- When searching for a product online do you look at paid influencer reviews?
- Do you easily distinguish google search ads versus organic google search queries?
- Have you ever been led to purchase a product either because of a paid search ad or an influencer endorsement?
- What do you find not trustworthy about paid search ads and/or influencer marketing campaigns?
- Do you ever click on paid search ads just to window shop?
- When looking for a new product, what is your research process?
Methodology
The focus group was conducted using a semi structured technique for research design. The same eight questions from the interview were used for the focus group,
the proctor probed the group to keep the discussion circulated around brand trust, sales and engagement. If a certain individual was not speaking, they were be asked to by the proctor for “their thoughts on the topic”. This was done in order to deter extraverted individuals from speaking too much.
Methodology
Analysis
Methodology
Figure 1
The responses in the interviews and focus groups were compared to the “progression of a sale through the brand authenticity, perceived value, and brand trust theoretical framework” (Rajh, 2012) (Figure 1). This framework analyzes how consumers learn to trust brands which leads to a future sale. The responses from the interviews and focus groups were examined qualitatively through a thematic analysis. Prior to the study themes of zoomer consumer behavior were noted through prior research. The themes used in the analysis were an aura of community within the brand, authenticity and transparency, personalized messages, embracing of ethical practices such as diversity and inclusion.
Results & Discussion
The interviews and focus groups demonstrated that zoomers do not trust Paid SEO advertisements when using search engines.
One of the male interview participants said “Whenever I search for something that I want on google I never look at the advertisement links I always skip past them.” The other male interview participant seconded this saying “Whenever I search for something that I want on google I never look at the advertisement links I always skip past them”.
The two female participants responses to questions regarding the effectiveness and trustworthiness of Paid SEO were in line with the male responses, one of the female respondents said she “act(s) like search ads aren’t even there”.
The focus group’s discussions followed suit when addressing the trustworthiness of paid SEO. In the first group four out of six of the participants stated they don’t click onto paid SEO ads after a search query whereas 100% of participants in the second group said they don’t consider paid SEO ads when searching.
Results & Discussion
Both the interviews and focus groups showed that paid SEO does create brand awareness. One female interviewee stated that she sees “the same ads every time she searches for clothes online.”
The first focus group discussed how they became familiar with the online retailer asos through google advertisements. Participants in the first group stated that they may not click on these advertisements and skip over them, but the name sometimes does stick.
Responses from both the interviews and focus groups show that paid SEO is not effective in direct sales through zoomers clicking on paid SEO ads and purchasing products directly only 1/16 total participants from both the interviews and focus groups able to recall a time they purchased an item from a paid SEO ad (figure 2). However, the interviews and focus groups show that paid SEO is effective in long-term engagement, creating valuable brand awareness.
Using the “progression of a sale through the brand authenticity, perceived value, and brand trust theoretical framework” it can be said that this front brand authenticity created through paid SEO is crucial in creating brand trust down the line hence leading to a future sale (figure 1).
Paid SEO
Results
Results & Discussion
Key Interview Quotes
“Whenever I search for something that I want on google I never look at the advertisement links I always skip past them” -male interviewee 1
“Whenever I search for something that I want on google I never look at the advertisement links I always skip past them.” -male interviewee 2
“I act like search ads aren’t even there” -female interviewee 3
Figure 3
Influencer Marketing Results
Results & Discussion
Interviewees were consistent with their feelings towards the effectiveness of influencer marketing. The second female interviewee stated, “I don’t listen to too many influencers when they are promoting a product but there are a few youtubers who I trust to recommend products.” A male interviewee said, “I’m not sure if this count as influencer marketing but I watch Marquees Brownlee when I want to get some new technology.” (This is a case of successful influencer marketing since Marquees Brownlee is often paid to promote certain technologies (Brownlee, 2021)).
All the interviewees stated they only trust a select few influencers. For the influencers they trust they often purchase goods promoted by them.
Influencer Marketing Results
Results & Discussion
Influencer marketing does not always lead to direct sales. Although zoomers may trust the opinion of an influencer they do not buy any product they see promoted. From all 16 of the participants in interviews and focus groups seven can remember purchasing an item via the direct promotion of an influencer (Figure 4).
Figure 4
Brand awareness is also created through influencer marketing. Participants in both focus groups discussed how they became aware of certain brands such as Manscaped and Liquid IV through the promotion of the products from influencers. One male participant in the focus group stated that he did not trust the brand Manscaped at first, however, after seeing the product promoted from his favorite youtubers for six months he eventually trusted the product enough to purchase it.
Discussion
Discussion
Paid SEO
Results & Discussion
The interviews and focus groups demonstrate that paid SEO is not an effective form of digital marketing if a brand is looking to develop direct sales. Zoomers rarely click on paid advertisements and frequently skip over them entirely often citing them as untrustworthy. Although not the primary use for paid SEO, the research showed that paid SEO helps to increase brand awareness. Using the “progression of a sale through the brand authenticity, perceived value, and brand trust theoretical framework” (Figure 1), it can be noted that this brand awareness is a key to developing brand authenticity which is key to the development of a sale.
Although an increase in brand awareness is crucial for developing brand authenticity, on its own paid SEO cannot complete the full cycle of the framework. The framework demonstrates that brands must demonstrate individuality and uniqueness. Based off prior research and the research conducted in this study it can be said that paid SEO is not an effective form of digital marketing in targeting zoomers. Along with other forms of digital marketing paid SEO can still be deemed useful for its ability to develop brand awareness.
Using thematic analysis this outcome was also determined. With the strongest themes of zoomer brand needs (an aura of community within the brand, authenticity and transparency, personalized messages, embracing of ethical practices such as diversity and inclusion) it could be seen prior to the research that the dullness and unoriginality of paid SEO would not stimulate the average zoomer. The results from the interviews and focus groups followed suit with the predetermined themes, themes which are not in line with the functionality of paid SEO.
Discussion
Influencer Marketing
Results & Discussion
Influencer marketing allows for brands to develop the brand individuality missing in paid SEO ads. Participants stated that they go to their favorite influencers or Youtube to search for new products and product reviews. Influencer marketing campaigns can be used to not only demonstrate to zoomers the technicalities of their product but also the value of their product. Influencer marketing is a multi-faceted tool for advertisers in comparison to paid SEO.
Influencer marketing can not only help to create brand individuality, but also brand awareness, brand continuity and consistency, whereas paid SEO has been shown to fundamentally foster brand awareness among zoomers.
Referring to the “progression of a sale through the brand authenticity, perceived value, and brand trust theoretical framework” (Figure 1), influencer marketing on its own checks all three boxes for developing brand authenticity. Brand awareness, ethical practices, and values can also be demonstrated through influencer marketing which are in line with the themes shown by zoomer brand needs.
Figure 1
Conclusion
Results & Discussion
This research shows that paid SEO is less effective than influencer marketing when measured through direct sales production. Where influencer marketing can stand alone in developing brand authenticity amongst zoomers paid SEO cannot.
However, paid SEO is still useful in developing brand awareness and could hypothetically be used successfully along with influencer marketing in an advertising campaign to drive brand awareness even higher.
Conclusions
The status quo for digital marketing has been shaken to its core the past decade due to the influx of new technologies and the introduction of zoomers as a fully independent sector of consumers. Prior to the introduction of zoomers in the world of consumerism, Paid SEO reigned as one of if not the most supreme and steadfast pillars of digital marketing. However, the introduction of zoomers has created a need for brand to consumer relationships. Zoomers seek to purchase from brands that align with their own social values and make them feel a part of a community. Naturally, Paid SEO does not lend itself very well to this, even appearing less trustworthy than conventional SEO organic links due to the negative connotations of the advertisement tagline under the inorganic link.
Based on the research we can determine that zoomers do not react well to conventional Paid SEO ads with a consensus being that they are untrustworthy. Research also indicated that Paid SEO does not help companies in developing strong brand loyalty with Zoomers. Influencer marketing on the other hand is more effective and successful than Paid SEO in relation to zoomer consumer behavior with the research showing that zoomers trust the opinions of influencers, at least more so than that of a Paid SEO advertisement. It is important to note that the participants from the interviews and focus groups all come from families which can afford to pay for their children’s college tuition and give them weekly to monthly stipends for pocket money to make consumer purchasing decisions. Research conducted on a demographic of students who pay their own tuition or are not given spending money from their family could very likely have different results.
Sample Blog Post
Paid SEO and Influencer Marketing:
New Research on Which is More Effective on Zoomers
As digital marketing continues to evolve, it's important for brands to adapt their strategies to reach new audiences.
One such audience that has recently emerged as a major player in the consumer market is Zoomers, or members of Generation Z. However, traditional forms of digital marketing, such as paid SEO, may not be effective in reaching this demographic.
Research has shown that Zoomers tend to skip over paid advertisements, citing them as untrustworthy. While paid SEO can increase brand awareness, it cannot complete the full cycle of developing brand authenticity, which is crucial for establishing a loyal customer base.
The research also revealed that Zoomers value authenticity, transparency, personalization, and ethical practices, such as diversity and inclusion, in the brands they support.
Why Influencer Marketing Works with Zoomers?
Influencer marketing can be a more effective tool for reaching Zoomers
- Allowing brands to showcase their individuality and uniqueness.
- Zoomers trust the opinions of influencers, influencer marketing campaigns demonstrate the technical aspects and value of a brand's products
- Zoomers care about businesses and their ethical practices and values, influencer marketing provides businesses a way to show their values through partnerships
Additionally, influencer marketing can help to develop brand awareness, continuity, and consistency, while fostering brand authenticity and trust among Zoomers. While paid SEO may still be
useful for developing brand awareness, it should be used in conjunction with influencer marketing to drive brand awareness even higher.
What does this mean for Paid SEO and Influencer Marketing?
This research shows that marketing strategies must evolve to meet the needs and values of emerging demographics, such as Zoomers.
While traditional forms of digital marketing, like paid SEO, may not be as effective in reaching this audience, influencer marketing can be a powerful tool for developing brand authenticity and trust among Zoomers.
By showcasing individuality, values, and ethical practices, brands can establish a loyal customer base among Zoomers and drive sales in the long term.
If you are curious about how this may affect your business use our free marketing audit below to see if you are using Paid SEO and Influencer Marketing to the best of your ability.
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</About Me>
<Jack Breagy>
Digital Marketer, Strategic Communicator & Market Researcher
(he/him)
Greetings! I am pleased to introduce myself as Jack Breagy, a graduate of Elon University, where I pursued a major in Strategic Communication, and minored in Marketing and Professional Selling. During my time at the university, I delved into the captivating world of strategic marketing campaigns that are grounded in data and marketing metrics. My research endeavors demonstrate my expertise in marketing research, which I have gained through my academic pursuits.
My research is a testament to my ability to apply marketing principles and strategies in real-world scenarios, and it highlights my analytical capabilities. If you would like to access my comprehensive research, I have provided a link below for your convenience. Additionally, I would be delighted to showcase my other qualifications and experiences, which you can find in my resume.
Thank you for taking the time to read through my introduction.
Reach out
+603-397-9216
jackbreagy@gmail.com
80 Clinton St, New York, NY 10002
