• Dia Creative
  • Posts
  • Inflation's Impact on Online Shopping, Mastering Your Content Workflow, and How JanSport Won Over Gen Z

Inflation's Impact on Online Shopping, Mastering Your Content Workflow, and How JanSport Won Over Gen Z

September 5, 2024 - Edition #18

Author

Dia Creative
September 05, 2024

September 5, 2024 - Edition #18

This week you'll learn:

  • 🛒 Inflation's Impact on Online Shopping

  • 🔑 Mastering Your Content Workflow

  • 🎒 JanSport's Comedic Gen Z Ads

  • ⚡️ Quick Hits: YouTube's Creator Tools, 'Accelerate with Google' Launch, and Milkshare's Media Innovation

Inflation Shifts Online Shopping Habits

Persistent inflation is pushing online shoppers to change their buying habits and hunt for deals, with nearly two-thirds of consumers having reported adjusting their online shopping behaviors due to rising prices.

Changing Consumer Behaviors

  • Coupon Stacking and Reselling: About half (48%) of respondents said they've considered stacking multiple coupons or reselling highly desired products to save money.

  • Top Spending Categories: The highest online spending categories are groceries, clothing, and home goods.

  • Persuasive Factors: Free shipping (63%), affordable goods (61%), frequent sales (36%), free and straightforward returns (34%), and loyalty incentives (33%) are the top factors that persuade online shoppers to buy from a certain brand.

"The cost-of-living increase means that consumers are fundamentally altering their online shopping habits, brands that want to maintain customer loyalty and value in this macro environment must evolve, too. From the simple – but important – perks to the full checkout experience, consumers want more and better from their favorite brands."

Doriel Abrahams, Principal Technologist at Forter

Private-Label Surge

As shoppers seek out bargains, many are turning to affordable private-label brands. The Food Industry Association's recent Power of Private Brands report found that 55% of grocery shoppers have purchased more store brands over the past year, compared to just 28% who bought more name brands.

With inflation showing no signs of leaving, online retailers must adapt to shifting consumer behaviors and preferences. Offering competitive prices, promotions, and perks are key to retaining customer loyalty in the current economic climate.

Master Your Content Workflow in 5 Easy Steps

Content marketing teams often struggle to meet demands for high-quality content, with organization often becoming a pain point. By using a structured table format, you can streamline operations and ensure no tasks slip through the cracks. Follow these five steps to create a clear, effective workflow:

Audit Your Content Formats

Start by reviewing all your content types and their distribution:

  • Content Format: List each type of content your team creates, such as articles, e-books, or videos.

  • Primary Distribution Platform: Note where each format is first published or shared.

  • Additional Distribution Platforms: List other channels where each format is used to identify additional tasks.

  • Special Circumstances: Highlight any variations that require extra steps or different processes.

Image Source: Content Marketing Institute

List All Tasks for Each Format

Detail all the tasks required to produce each content type for its primary platform. Focus on broad categories and include steps like topic selection, writing, editing, and publishing.

Organize Tasks by Production Stage

Group tasks into pre-production, production, and post-production stages. Identify tasks that need to be done in sequence, those that can be done simultaneously, and those that mark the completion of a stage.

Image Source: Content Marketing Institute

Assign Roles and Map the Workflow

Add roles and responsibilities for each task to your table. This helps everyone understand who is responsible for what and how the work flows from one person to the next.

Operationalize and Iterate

Implement your workflow as a repeatable process. Use project management tools or shared spreadsheets to track tasks and ensure everyone has what they need. Adjust the process for different content types by adding or removing steps as necessary.

By mapping workflows and establishing reliable processes, content marketing teams can manage their responsibilities more efficiently.

JanSport's Comedic Gen Z Ads

Image Source: JanSport

JanSport, the iconic backpack brand, is leaning into its "basic" reputation with a new series of humorous, Gen-Z-targeted ads.

The new campaign, created by Los Angeles-based agency Party Land, focuses on relatable everyday moments rather than polished aspirational imagery.

"When a brand stumbles into iconic status, why shy away from that and try to be anything BUT that? We focused on telling highly relatable stories in the everyday moments where our audience lives life."

Natalia Fredericks, Party Land's Creative Director

Unfiltered and Unserious

Each ad features an original song that appears unrehearsed, tonally challenged, and rough around the edges, described by Fredericks as “imperfect melodies, performed by our actors with a deadpan delivery directly to camera.”

The eight spots, releasing simultaneously on social platforms before the back-to-school season, tackle topics like personal space, people pleasing, and texting on the toilet through candid inner monologues. Even serious issues like breakups, fear of flying, pet deaths, and crow attacks are used as starting points for light-hearted narratives.

Data-Driven Humor

The humorous approach is backed by data:

  • 78% of Gen Z are more likely to share ads they find humorous and relatable.

  • 61% believe brands using humor in advertising are more trustworthy.

  • 90% of people are more likely to remember funny ads.

  • 72% say they would choose a humorous brand.

Trusting in the power of embracing a "basic" status, authentic Gen Z humor, and viral marketing can all capture attention and foster brand affinity in a crowded market. JanSport's campaign provides moments of laughter while keeping the brand top of mind.

⚡️ Quick Hits

What we’re working on right now

Have you listened to our Podcast yet? Pioneering Perspectives: A Dia Creative Podcast 🎙️

Ready to break new ground in marketing? In this podcast, we crack the code of marketing within regulated industries. Join real industry leaders as they navigate the unique challenges and share their groundbreaking strategies for success in the marketing field. Our goal is to inspire and equip you to conquer the frontiers of marketing in a complex landscape. Click here to listen to the episode of Pioneering Perspectives with Hijinio Reynoso.

Hijinio Reynoso is a results-driven marketing leader with a proven track record of driving brand awareness and business growth. Currently leading the Marketing department at HealthLevel, a SaaS radiology business operations platform, he excels in strategic planning, team management, and delivering high-impact results.

5-Day Challenge: Get High Ticket Clients Online

Investing in professional development can increase your client acquisition by up to 50%.

Andreea, our Founder and CEO, will share some insights at the Amprofy 'Get High Ticket Clients Online' workshop on how to launch and attract new clients in 30 days. If you’re in the coaching or consulting space, this could be a practical way to ensure your next launch is a success.

Try it out—Amprofy’s program is free, and they have some great success stories on their website.

Were you forwarded this email? Click here to sign up