October 5, 2016 | Engagement | by Alexian Chiavegato

Mobile Marketing for the Younger Crowd

Marketing on mobile to Millennials and their younger counterpart, Generation Z, can be tricky. Trends change quickly and new apps spring up from seemingly nowhere to disrupt the dynamic mobile ecosystem. It’s important to stay on top of new and effective ways to reach the younger crowd, since what they do tends to signal trends that other generations will follow, and drive change in the way marketers promote products and services.

To start, let’s take a look at the younger generations’ behaviors on mobile devices. Some of these behaviors are well understood—most notably, the fact that younger generations spend much more time using SMS (texting) than they do making phone calls or using email. (As your target audience increases in age, the opposite holds true, especially if your target audience is female.) Women from 18 to 34 spend 35 percent of their time on built-in apps using SMS, making text marketing a great way to reach this generation. SMS already has advantages over email, like a 98 percent open rate, which are only amplified when used to target an audience that spends so much time immersed in SMS apps in the first place.

Social media and the mobile web are also excellent options when it comes to younger groups. Social media marketing can come in many forms, whether it’s offering deals and discounts or just getting the word out on a new product or service. For Millennials, 35 percent of overall app usage goes to social media. Over-the-top (OTT) apps like Facebook Messenger or WhatsApp make up another 20 percent of total app usage. When it comes to Internet usage, almost 50 percent of Internet access among teens comes from mobile devices.

One of the most surprising trends may be the time consumers spend playing games. While one might think that mobile games are a natural way to reach Generation Z and Millennial target audiences, older generations actually access mobile games at a higher rate. It’s wise to keep data like this in mind when picking a platform to reach these groups.

Knowing where to put your ads to reach these audiences efficiently is just the beginning; the kind of ads you run must also appeal to your target. According to Nielsen’s Connected Device Report, Millennials and Generation Z are more open to accepting ads in general. While 76 percent of the Greatest Generation, or those born before 1946, say that nothing in any ad would motivate them to take action, only 42 percent of Generation Z and 52 percent of Millennials share this attitude. In fact, 19 percent of Millennials say they would take action on an advertisement offering a coupon or promotion, the highest percentage of the given options. While 13 percent of Generation Z agrees, an even greater number (16 percent) say that ads showing the product or service they’ve been searching for are likely to spur them to act. In contrast, ads that include a phone number or highlight the fact that products or services are within walking distance are among the least fruitful approaches for these two groups.

It’s essential to keep track of such trends as younger generations begin to experience increased spending power and become an even more influential portion of the general population. Catering to their needs can be a boon for your company, and targeting them persuasively is a crucial step towards success. Understanding their habits on mobile, the king of digital advertising, is vital.