How to Successfully Market to the Coming Generations (Part 2 of 2)
In How to Successfully Market to the Coming Generations (Part 1 of 2) we discussed how social media and native advertising are great ways to appeal to the up and coming millennial and z generations.
Today we will cover a few more areas to focus on when targeting younger generations.
Always think mobile first with your ads and content.
Global mobile use overtook desktops for the first time in 2016. In the United States, 71% of all time spent online is done so using a mobile device. If that’s not enough, mobile users outnumber desktop users.
It’s clear that regardless of age, mobile use is booming.
Essentially, more people now own and use mobile devices than ever before. Nearly 3/4 of all Americans own a smartphone. For those in generation z the numbers are even higher. A staggering 96% of that age demographic own smartphones. In addition, they are spending more time on these devices than any other medium.
This is reflected across the full spectrum of the population. Our own numbers for CCJDigital.com, which covers truck fleet management topics, has been experiencing growth in mobile traffic. In just the last year CCJDigital mobile traffic has increased by 28% compared to last year. This is the same sort of influx other sites and industries are experiencing as well.
The average smartphone-owning American uses his/her phone for nearly 3 hours a day. And the younger millennial and gen z’s? 14% report using their smartphones or mobile devices for 12 hours or more every single day. That’s right . . . 12 hours a day! That’s a huge amount of time. It’s no wonder that it is reported that more than half of all video viewing is now on mobile device. Take advantage of this and specifically target mobile users.
Focusing your efforts in this way with content that is designed specifically for them is a great direction for companies to head in. Facebook recently rolled out what they call canvas ads, that load instantly and are optimized for mobile devices. These ads allow for photos, videos, and carousel advertising. It’s one more tool Facebook has developed for you to reach your potential customers in a seamless, non-intrusive way.
Smartphones and tablets have become commonplace in today’s world, and with the high numbers of people using them for extended hours, it only makes sense to design and distribute content designed for those mobile devices.
But how can you consistently supply this younger mobile device generation with fresh content and advertising?
Embrace marketing automation.
Embracing social media channels and tailoring your messaging to feel and flow naturally with mobile first and native ads is only part of a forward-thinking marketing strategy.
Once you’ve engaged with a prospective customer on a platform, it’s important to follow up with them.
This is where automation comes in. Using email automation allows you to automatically send some replies and responses as well as follow up with any non-responsive leads. This can keep your brand/company fresh in their minds and continue to reinforce any positive feelings they may have for you.
Maintaining contact and following up is especially important when it comes to these younger generations. The average attention span is notoriously short. Anytime you can bring your company or brand to the forefront and capture their attention is a plus. There are also all kinds of cool tricks you can use when setting up automated marketing messaging. It goes far beyond simple email campaigns.
You can now set up content to trigger and release to prospective customer that responds almost as if you were having one on one conversations with them. This makes your prospective customer feel attended to and at the same time allows you to provide them with all the information they want. . . and it’s all done automatically.
Automation can be helpful post-sale as well. By employing a post purchase drip campaign, you continue to engage with and nurture your new customer. These automated emails can be set to go out within a set time frame or in response to specific customer actions.
According to the long-held marketing rule of seven, a consumer needs to see or hear your message at least seven times before they before they make a decision to buy from you. Automations allows you to easily and consistently connect with and continue to make contact with a prospective buyer.
The goal here is to maintain customer satisfaction and engagement to ensure that when they are ready to purchase again . . . you will be their first choice.
Moving forward with marketing.
No matter what marketing direction you choose to take, moving forward data will continue to be a vital component to successful marketing strategies. The younger generations of today will inevitably become a more important demographic moving into the future. Knowing how to reach them and how they interact with technology can be vital your future marketing endeavors.
The availability and popularity of mobile devices has opened up a brand new world for advertisers. Never before has there been a platform that allows marketers to reach their audience in such a way. Thinking mobile-first and embracing automation are fantastic ways to move your marketing efforts forward and actively pursue the younger generation that has embraced this technology.
The strategies covered coupled with the information available to you through a database such as EDA allows you to take marketing to the next level and become extremely targeted. Using these tools and seeking out the perfect prospective customers with the data available can lead you to success.