What you need to know about the ‘age of instant’: a survival guide for modern marketers


Once upon a time marketing was simple. But then along came the digital era and the ‘age of instant’. As we celebrate the 25th anniversary of the internet, our very own Becky Woodington gives you the low-down on what you need to know about the marketing habits of millennials.

The internet has since welcomed over 3.17 billion users across numerous generations. One particular generation, the millennials, are said to be more connected and in-tune with modern technology and online culture than any other generation. This shift in technology has now seen consumers engage and consume information across various digital platforms on the go through a tailored, fine-tuned and proactive approach.

The age of instant

The next generation of consumer wants content fast and on the go. They also seek a seamless customer service experience with high value and personality. A recent survey suggested that of the 3.17 billion users of the internet, approximately 80% have regular access via a smartphone. Information not only has to be easily accessible but needs to be quickly digested. It was found that across all generations, blog posts, images and infographics were among the most consumed content. However, even though blog posts are among the most consumed content online, consumers become disengaged after approximately 300 words in.

Step onto the social media platform

Of the 3.17 billion internet users, approximately 2.3 billion are active on some form of social media. Like it or not, social media is considered to have a place in today’s society. Since 2015, the number of social media users worldwide has increased by 176 million. Of all of the social media platforms, Facebook is shown to dominate with approximately 1.71 billion users with an estimated 77% accessing the channel through a smartphone. YouTube and Instagram follow with 1 billion and 400 million users respectively. LinkedIn has seen an audience of 300 million users, with 94% of B2B marketers stating they use LinkedIn as a primary base to distribute content to the target market. Twitter has been shown to be used across 87% of B2B marketers.

Pictures tell a thousand words

A recent survey has suggest that visual content (including images, infographics and video) is 40 times more likely to be viewed and shared on social media than any other type of content. 78% of consumers were suggested to watch online videos at least once every week while 55% of those surveyed were implied to stream online content every single day. Images have a powerful impact on the level of consumer engagement. Facebook posts with accompanying images were shown to be 2.3 times more likely to be shared and/or liked while tweets were said to be 150% more likely to be retweeted and/or liked.

Make way for live broadcasting and video streaming

Videos continue to dominate across all social media platforms. In fact, this platform sees the highest percentage of consumer engagement than any other media format. Since 2015, video shares across all platforms were said to have risen by 43%. The advantage of video marketing allows consumers to easily digest and absorb information on the go through various technological devices. YouTube, a video sharing social media platform, is apparently used by 74% of B2B marketers as part of their marketing strategy. Some of the most watched videos include product reviews, Q & A and how-to videos. As well as YouTube, other social media channels have jumped on-board with video broadcasting including Facebook Live. This enables users to either stream information on their social media account or broadcast an event live from their smartphone.

Feeling snappy?

Alternative channels include Snapchat, a video/photo mobile messaging channel that allows users to send and receive content that can only be viewed during a short 10-second time frame before being erased. One type of modern marketing strategy includes ‘ephemeral marketing’. Here marketers utilize Snapchat to engage consumers for a brief 10 seconds to captivate their attention and increase brand awareness. Snapchat could give users a sneak preview into a new product or service or serve as a platform to engage consumers in a promotional offer in which a discount code is shown for only 10 seconds.

Good digestion

Continuous development in modern technology means businesses have to play catch up in order to meet the consumers’ expectations and needs. Social media channels are becoming an ever increasing platform to distribute content and engage consumers. However modern technology has created a demand for on the go, easily digestible content.

Want to find out more about marketing in the ‘age of instant’? Interested in talking marketing strategy? Get in touch