How Marketers Can Appeal To The Mobile-First Generation
Recent studies have shown that millennials (ages 18-35) are more receptive to seeing advertisements than older generations. Millenials are stereotyped as having shorter attention spans and are more likely to skip over ads when they watch TV or browse the internet. But this is far from the truth. As the largest-growing demographic, it’s just that they prefer to consume content in smaller amounts at a time, from reading blogs to posting on social media.
Millennials are considered a mobile-first generation because many of them like to use apps on their smartphones or tablets. They can be described as young adults who share the following characteristics:
- Being opinionated when it comes to politics and current events.
- Being skeptical about trusting brands and marketing campaigns unless it fulfills an immediate need
- Doing most of their shopping directly from online retailers like Amazon
- Engaging in promotional material which gets straight to the point and is visually appealing
They are also the first generation to heavily rely on digital devices for any form of online activity. After all, millennials are a diverse consumer base and their tastes vary considerably across the board. No doubt, they make up a significant portion of the workforce and are the target audience for many brands. Therefore, marketers are encouraged to adopt a mobile-first strategy to reach out to these demographics.
To better understand what mobile-first means, marketers must optimize their websites with mobile-friendly UIs. Nowadays, no one has the patience to read huge paragraphs of content. Instead, people seek out instant-gratification at the click of a button, whether it’s filling out one’s credit card information or browsing through product descriptions. So how exactly should marketers approach their mobile-first customers?
Attracting customers through a mobile platform is tricky because marketers are expected to create pages of quality content to fit on a small phone screen. It must be easy to read and connected to social media apps like Facebook, Twitter, or Google+. Research has shown that banner ads don’t perform as well with Millennials whereas video ads had more active viewers. Marketing via mobile requires some foresight into what trending products Millenials are sharing with their peers.
Another thing to mention is how media can be presented in mobile-view without creating a cluttered interface. The important features of a good mobile website are:
- An organized navigation menu
- Easily Recognizable text or image links
- Simple icons that are commonly used
- The ability to scroll down several pages
- Links to official Social Media pages
- Main categories to sort out product types
- An appropriate theme for the services provided
These are just some examples of what makes a business site appear professional to its customers. The mobile-first audience enjoys the convenience of being able to make transactions from their smartphones. To fully integrate mobile elements into an e-commerce store or a landing page, marketers are advised against redirecting product links to new tabs. They could opt for menus that expand to display items listed under the same category.
Lastly, millennial customers don’t like to give out too much personal information, which means getting them to sign-up for an email newsletter or to register an account should be simple and straightforward, like scanning a QR code. Mobile-first marketing is about combining touch-screen navigation with sleek, attention-grabbing campaigns to retain customers who do most of their shopping on mobile devices.