Posted 14 October 2014

Marketing to Teens with Call Tracking Analytics

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Teens and students are crucial customer segments for many businesses. While it may seem as though they rarely communicate outside of cyberspace, we’ve found that for this age group, relevance of a call center operative plays a huge role in the journey to activating a sale. By taking advantage of phone analytics integration, organizations can better track this key segment through the sales funnel.

Strong Purchasing Power

There are more than 25.6 million teens living in the United States. Additionally, the 2014 Trend Insight Report from FONA International reveals that youth aged 8 to 24 years wield a massive $211 billion in purchasing power.

Despite the tremendous purchasing power of young people in this country, the fact remains that compared to adults, this group has greater financial limitations. Furthermore, today’s youth are products of the difficult economic times during which they were raised. The recession hit during their formative years, rendering them especially cautious about spending and debt and making it more difficult to move them through the sales cycle.

Community Driven Decision-Making

Teen and young adult segments are driven by social recommendations and advocacy of brands and purchases. Young people today are not listening to the media to tell them what’s cool, they’re telling each other and deciding for themselves. According to a ResponseTap survey of 4,000 consumers, 78% of 16-24 year olds would share the fact that they received great customer service with their family and friends in conversation.

This generation has no concept of life without the internet. They live and breathe the acts of searching and sharing online. Teens and students now have more access to products and services than ever before as well as a greater power to influence others than ever before. They not only share their opinions with their friends, family and classmates, but also potentially with thousands of social media connections all over the world. This word of mouth marketing creates brand awareness and ultimately leads to increased sales.

Online to Offline Connections

One key to selling to young people is to speak to them on their level. Our survey reveals that 66% of 16-24 year old respondents would feel more confident purchasing a high-value product if the operator was someone they could relate to, or someone who had bought a similar product.

Additionally, 73% of 16-24 year old respondents feel that the most important thing when on the phone with a company is that they’re put through to a well-informed person that solves the problem. In a time where many companies are online only – offering no support outside of email and customer forums, smart brands understand that there’s still tremendous value in voice as an activator for sales.

Even young consumers want the option to pick up the phone and speak to someone about a problem they’re having with a product they’ve spent their hard-earned money on. This provides a greater sense of security than simply sending an email out into cyberspace, while being unsure of when they’ll receive a reply.

This demographic is by nature, fickle — hot for one thing this month and disinterested the next, but young people today also have less brand loyalty than the generations that came before them. They’ve grown up in an era where just months after you purchase the latest thing, there’s something better coming right around the corner. One way to combat this is to focus less on selling and more on connecting, which is oftentimes better accomplished via voice, through the use of call tracking analytics.

Download our whitepaper: Voice Becomes the Relationship Milestone for more insight into the power of Call-based Marketing Automation.

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