Mobile Marketing: Engaging with the Millennial Generation

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Millennials are the mobile generation. They are the first generation to come of age during the digital revolution, making them early adopters and heavy users of connected devices. In fact, 72% own a smartphone, compared to 52% of other generations. Unlike older generations, they have a need to constantly stay connected as it ties to all aspects of their life—socially and professionally. More than half admit using their phones while using the bathroom and 40% would feel anxious if they couldn’t constantly check their smartphones.[1] Millennials interact with their mobile devices all the time—14% more per week than the average user.[2]

So, how can marketers engage Millennials by way of their personal mobile devices?

Make content and experiences accessible on many screens.

More than 30% of Millennials own two or more connected devices and typically multi-task across devices simultaneously.[3] Millennials tend to make instantaneous decisions and expect information to be readily available to them, so crucial information must be accessible on multiple platforms so that it can be accessed anytime, anywhere.

Deliver relevant and personalized messages.

Across any marketing tactic, from SMS to push notifications and emails, the message must have aspects of personalization and timeliness to engage Millennials. Leveraging presence technologies, such as Wi-Fi, GPS and Bluetooth, enables marketers to identify customer locations and push relevant messages that can influence shopping behaviors. Millennials are also more likely to be loyal to a company if they have had a positive experience and are inclined to share their opinions about purchases.

Social and email marketing is mobile marketing.

More than 85% of Millennials access their email using their smartphones and nearly 68% check their emails hourly.[4] Fully optimize these campaigns by engaging click-through experiences that are rendered to fit the smaller screen. In addition, Millennials spend three quarters of their time on smartphones accessing social networking sites, an equivalent of approximately 11 hours per month versus seven hours for older generations.[5] Because social media plays a significant role in Millennials’ day-to-day activities, brands must establish a voice on social platforms to build a trusted relationship with the user.

Experiment with new technologies and the growing smartphone capabilities.

Unlike older generations, Millennials are not afraid of adopting new technologies and are open to embracing new features on their devices. In fact, Millennials are twice as likely to purchase goods in new ways, such as using touchscreen displays in public areas (64%) or scanning images in publications to buy instantaneously (57%).[6] Therefore, brands can integrate the latest technologies into their campaigns and push creativity limits to drive engagement.

The secret sauce to engaging with Millennials really isn’t much of a secret: Create optimized experiences that are accessible cross-devices, select platforms most widely used by the target, and deliver hyper-relevant and personalized content for immediate engagement. Considering these best practices while developing a mobile experience is the key to long-term success with the tech-savvy Millennial generation.

For more information please download presentation deck: “Millenials & Mobile”

Resources
[1] Camp, Stephanie, Huffington Post, http://www.huffingtonpost.com/stephanie-camp/what-does-the-millennial_b_606077.html
[2] Cohen, Heidi, “Millennials Marketing: Mobile & Social Media Required”, http://bit.ly/15yykUs, March 22, 2013.
[3] Sverdlov, Gina. Forrester, “The State of Consumers and Technology: Benchmark 2012”, January 15 2011.
[4] Scarborough Research: “OMG! Is Your Medium Reaching Millennials?”, 2012.
[5] Nielsen, “Social Media Report 2012”, http://blog.nielsen.com/nielsenwire/social/2012/
[6] Palley, Will. JWT Intelligence, http://www.jwtintelligence.com/2013/02/data-point-everything-retail-millennials-lead-adoption/#axzz2Vx8681mN. February 1, 2013.

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