The Millennials, also known as Generation Y, embrace all things digital; these are people born between 1981 and 2000. If asked most people in this generation will say that their use of modern technology is what differentiates them from earlier generations. Technology has provided them with an endless source of information.
Despite Millennials increased internet usage, when surveyed by Pew Research Center for MILLENNIALS A Portrait of Generation Next, there were no significant differences among Millennials, Gen Xers and Boomers when asked about the amount of email sent and received in the 24 hours prior to the survey. Millennials were more likely to have Tweeted, updated their online profile or sent a text message in that time period.
Don’t be discouraged; people under the age of 31 are still utilizing email. If you understand how they are using email in connection with social media and text, you can increase your under 31 subscribers’ engagement greatly.
Last year we encouraged you to start integrating mobile marketing in your overall strategy in 2011 Is Here: Do You Have A Mobile Strategy?; we covered the formalities of using QR Codes and of course mentioned how to best use SMS and mobile text marketing. Now that 2012 is upon us we want to redirect your attention back to the importance of mobile marketing and how to effectively incorporate it into your marketing strategies.
Remember mobile communications should enhance, not substitute, your current strategies. Businesses that effectively integrate mobile into their marketing mix will benefit from deeper interactions with prospects and customers, build richer data sets and diversify revenue streams.
There has been a shift in customer communication methods. It’s already clear that business advertising no longer revolves solely around traditional media (TV, radio, print, direct mail). Today you need to build a strong presence in digital media (web, email, social, and mobile), and engage online visitors, followers, viewers, fans, and friends in multiple channels.
Until now, inbound engagement on the web meant having a website, while outbound engagement meant sending email. Email is still a powerful way to reach your subscribed audience. But is email enough by itself?
Among the various marketing trends and strategies that are predicted to become more prevalent in the coming year, two are consistently mentioned: the integration of mobile in the marketing mix (SMS) and a wider use of QR codes. If you don’t embrace mobile marketing, you’ll be writing off a large segment of the population and you might just fall behind your competition.
According to an online study conducted by the Association of National Advertisers (ANA) and the Mobile Marketing Association (MMA) in September-October 2010, the vast majority of brand marketers (a whopping 88%) indicated their intent to engage their target audiences using various mobile channels and platforms in 2011. 75% plan to increase their spending on mobile marketing initiatives by an average of 59%.