Millennials are defined as those born in 1980 or later and are typically described as being very tech-savvy. Millennials are a highly coveted demographic, especially for mobile marketers. In fact, 98% of those ages 18-24 and 97% of users ages 25-34 now own a smartphone. Here are five tips for marketing to Millennials on mobile.
1. Have an App - This seems obvious, but there was great debate in the mobile space about whether native apps, HTML5, or mobile websites were going to reign supreme. Native apps have emerged as the clear winner. (For a more detailed look into the costs and benefits of Native apps and HTML5 apps, click here.) Nielsen found that users spend 89% of their mobile time in-app as opposed to only 11% on mobile web.
2. Be Interactive - Millennials have grown up with the traditional banner ad. It is important to target them with interesting, more engaging ad units. For example, include rich media ads that require them to touch, swipe, or shake to interact. Another important part of marketing to Gen Y is engage them with a personal connection to your company or brand.
3. Cater to Short Attention Spans - Millennials don’t want to wait for a confirmation email, or consume long-form content on mobile. They are all about instant gratification. Test different mobile specific features that are available like click-to-call, tap to play, or a short-demo ad before being prompted to install. A potential re-engagement tool is to deeplink into your app if the user has already installed it on their device. This makes the ad appear targeted, and draws the user back into the app.
4. Give them Exclusives - Target Millennials with exclusive offers. They respond well to elite/private offers that appear tailored for them. In fact, research by NetBase and Edison Research shows that nearly 25% of Millennials are willing to pay a premium to be the first to know about a product. Driving awareness and feelings of exclusivity is key when marketing to Gen Y. App developers may consider offering an exclusive beta campaign, inviting their Millennial audience members to be the first to try out a new game.
5. Social Sharing - Be it through social media or messaging apps, Millennials want to share content. Ad impressions on these apps are available, and typically come with a rich set of demographic and location data that can help mobile marketers target even more granularly. Most importantly, these platforms offer a way for brands or developers to start a one-to-one conversation with their users.
Millennials are mobile! Appeal to them on their preferred device. As one of the most coveted demographics, most mobile marketers cannot ignore Gen Y users. These five tips will help you kick your Millennial marketing campaign into high gear.
1. Have an App - This seems obvious, but there was great debate in the mobile space about whether native apps, HTML5, or mobile websites were going to reign supreme. Native apps have emerged as the clear winner. (For a more detailed look into the costs and benefits of Native apps and HTML5 apps, click here.) Nielsen found that users spend 89% of their mobile time in-app as opposed to only 11% on mobile web.
2. Be Interactive - Millennials have grown up with the traditional banner ad. It is important to target them with interesting, more engaging ad units. For example, include rich media ads that require them to touch, swipe, or shake to interact. Another important part of marketing to Gen Y is engage them with a personal connection to your company or brand.
3. Cater to Short Attention Spans - Millennials don’t want to wait for a confirmation email, or consume long-form content on mobile. They are all about instant gratification. Test different mobile specific features that are available like click-to-call, tap to play, or a short-demo ad before being prompted to install. A potential re-engagement tool is to deeplink into your app if the user has already installed it on their device. This makes the ad appear targeted, and draws the user back into the app.
4. Give them Exclusives - Target Millennials with exclusive offers. They respond well to elite/private offers that appear tailored for them. In fact, research by NetBase and Edison Research shows that nearly 25% of Millennials are willing to pay a premium to be the first to know about a product. Driving awareness and feelings of exclusivity is key when marketing to Gen Y. App developers may consider offering an exclusive beta campaign, inviting their Millennial audience members to be the first to try out a new game.
5. Social Sharing - Be it through social media or messaging apps, Millennials want to share content. Ad impressions on these apps are available, and typically come with a rich set of demographic and location data that can help mobile marketers target even more granularly. Most importantly, these platforms offer a way for brands or developers to start a one-to-one conversation with their users.
Millennials are mobile! Appeal to them on their preferred device. As one of the most coveted demographics, most mobile marketers cannot ignore Gen Y users. These five tips will help you kick your Millennial marketing campaign into high gear.
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