Mobile First: Marketing to Millennials

Millennials are the first generation of mobile users and have officially surpassed Baby Boomers as the nation’s largest living generation1. According to MobCo Media, 1 in 5 Millennials are, in fact, mobile-only users. “In the U.S., 83% of Millennials own a smartphone and 18% are mobile-only users, meaning they do all their online activity via mobile devices,” Guy Fayel, Content Marketing Manager at MobCo Media said.

For most of the population, our smartphones are attached to us all day long, starting with checking them first thing in the morning and before bed at night. According to Guy Fayel, 94% of people in the U.S. are on their mobile phone 4-5 hours each day.2 However, Guy states that, "this time consists of continuous partial attention spans called micro-moments- micro-moments consist of hundreds of real-time, intent-driven opportunities for brands to shape decisions and preferences and connect with your customers."

Think with Google found that 82% of mobile users use their phone to research a product or service purchase decision while physically in a store. This information informs us that every retail store owner should have a thoughtful mobile marketing strategy for an optimized online presence. Many businesses may develop engaging ad and web marketing campaigns to reach consumers but if the campaigns or websites are not mobile-optimized, they may not even reach buyer consideration. Google compares websites that work well on mobile devices to websites that don’t, meaning that your website will get penalized in search engine rankings for not being mobile-optimized.

This is where the term “Mobile First” comes in. Mobile First means web designers, user experience architects and developers emphasize a design for a smaller mobile screen before a computer screen. The Mobile First design strategy has been practiced for a few years now and still remains relevant as some apps are primarily accessible on mobile, like the navigation app, Waze.

The biggest opportunity for mobile technoogy, particularly with the Millennial generation, is in video and podcasts. Snapchat's success is a prime example of this. “60% of 13-34 year old smartphone users are on Snapchat, which has 10 billion video views a day,” Laura Wilson, Director of Digital Engagement & Social Media at Georgetown University, said.  “Live video will soon be the best way for brands to build trust and transparency on social media.” Check out this infographic detailing how Snapchat can be used to expand a brand.

In addition to video, getting in front of your buyers at the right time and place with the right content can be very powerful. Utilizing proximity messaging allows you to take your customers through an extremely personalized experience. Targeted messaging campaigns to users closer to the bottom of the funnel can increase conversions. Mindgrub’s viaPlace is a software platform that utilizes innovative, digital technology to optimize physical places and provide extraordinary mobile brand experience. viaPlace allows you to control the message to consumers, create a buzz around an event, or convert easily on mobile with bluetooth low energy beacons and wifi fencing.

When it comes to marketing to Millennials, creative engagement is key. Showcase value in your product or service by carefully crafting targeted messaging at the right time and place. Through thoughtfully developed mobile strategy and committing to mobile optimization across all devices, you will position yourself as an industry leader when and how your customer is ready to buy. For more information on how Mindgrub has helped clients like Under Armour, Polk Audio and  Yamaha with mobile development and design, check out our case studies here. Or to set up a time to discuss your mobile needs, contact us here.