Tag Archives: Millennials

Mobile Marketing to Millennials Is Racing, Are You Keeping Up?

As soon as cell phones were able to surf the web, it was not long until companies began taking advantage of what has become a fantastic marketing opportunity! Mobile Marketing is more than just a fad, it’s a marketing channel that is here to stay. A recent Smart Insights article clearly shows how big of an impact mobile marketing has, and particularly how  increasingly important it is in the Millennial market.

As smart phones get more complex and  generally way more awesome, people spend more time on them. The average consumer spends just over three and a half hours on their smart phone per day, mostly on applications. Many didn’t understand the business model behind apps like these, until the last year or two.  Now, it’s clear:  the apps are designed to support marketing. Businesses like the NBA have shown this growing trend, given their recent Snapchat use that has propelled their message and brand to over six hundred million people!

desktop-vs-mobile-most-popular-devices-2015-550x719The Smart Insights study also shows that so far in 2016, 80% of smartphone users conduct  most of their internet searches via their mobile device, a statistic growing each year especially with the Millennial base. This opens up a twenty-five billion dollar (yes, with a B) market opportunity for companies to go after, according to the same study. There is an unprecedented opportunity, since the inception of mobile marketing, in which consumers are available and capable of being exposed to new products and brands.  Being the fastest growing user group of mobile devices, Millennials are becoming the biggest targets for marketers to address – giving companies that want to reach this audience a greenfield of opportunity.

While there is plenty of opportunity, it still takes skill to reach this audience. Millennials arestarbucks environment different and they don’t behave like previous generations.  Millennials don’t respond to ‘brands’ like other generations do. Attempts of direct ‘salesy’ campaigns for their money that associate the company name or logo featured in most advertisements fall flat on the average Millennial. This generation feels much more compelled than any other to patron companies that agree with their own actions and ethics. In order to reach Millennials, firms must more effectively engage them on mobile while giving a sense of authenticity and respect for social issues or causes they support.

Starbucks cemented their increase with store location capabilities and vouchers for free food and drinks. All of these projected to mobile apps have done the company well, with 18% of transactions coming from mobile Starbucks is a leader in mobile advertising, contributing to nearly double their digital sales.

Because mobile use is growing at roughly 58% per year, the ability to effectively market your business to Millennials on mobile platforms is growing increasingly more vital in order to stay ahead of the competition.

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Are You Hip Enough to Connect with the New Generation of Customers?

In the world of business it’s easy to lose inter-generational communication, a fact that seriously hurts your ability to reach each different generation of consumers. So before you try to market your next project, keep these simple tips in mind.

Marketing 101: Know who you want to sell too! Seems like a no-brainer, right? Before you show off your new product, narrow your target audience. In marketing speak, we call this a “persona.” Essentially, it’s the demographics of your buyer. A surprising amount of companies don’t seem to take the culture of the Millennials into account in their marketing techniques. Once you know who you are selling to, saying things they can relate to, in a way that they can understand, is critical.

The Millennials are different from previous generations. They’ve grown up far more casually than their elders, and they expect to promote their individuality and are completely unafraid of delving publicly into the more taboo aspects of society that older generations avoid. Let’s look at a firm that is responding to this buyer with “persona-appropriate” images and language.

Exhibit A: McDonalds
Let’s get past your personal opinion of the food and analyze how they approach marketing now as opposed to a few years ago. McDonalds has seriously stepped up their game, moving from focusing their efforts on children to the new era of young adults that are in the best financial situation to buy their products. Knowing full well the Millennial attraction to risqué advertising techniques, McDonalds has supplied in kind.

mcD good marketing

In this photo McDonalds uses all the right triggers to market to their most likely customers. They emphasize their product, but also include a Millennial aged man and personal pronouns emphasizing their well-known “Dollar Menu” slogan. While these techniques are somewhat more conventional, the addition of the sexual pun and provocative facial expression capitalizes on the Millennial desire to approach the taboo aspects of current culture.

This new approach has worked out well for the company, which had previously been in decline due to negative stigmas involving the quality of its food. It quite handily turned around its losses, and is projected to grow by 4.5% in 2016!

So what did McDonalds teach us? First and foremost, understand who it is you’re trying to target in your marketing campaign. Nowadays this almost always includes Millennials if you are working in the tech field. Taking into account the triggers for your audience is always important too. Like McDonalds did, approaching your audiences sense of humor and preference for the more taboo garners significantly more of their attention. Sticking to these basic tenants will help you market far more effectively to your next potential customer.

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