Provocative question but the studies shown here can explain why using a mobile advertising strategy in your digital marketing mix could be a valid Millenial strategy for your business.
In light of the 2011 Deloitte Generation Y Driving Study and the new study from InsightExpress on Gen Y and mobile advertising, – both manufacturers and dealers should be jumping out of their chairs, celebrating and getting creative.
As Deloitte has taught us, approximately 54% of Gen Yers will purchase a car in the next two years (they already make up 40% of the 2012 car-buying population in the U.S.). The task for marketers in the upcoming years will be, “How can we raise awareness more significantly for these Millenials?” The answer will be provided by the aforementioned InsightExpress study as well as the numbers below.
With an estimated rise of 106 million smartphone users this year, and approximately one billion of these smart devices in use by 2016, according to Forrester Research,mobile advertising will be one of the cornerstones in every marketer’s digital marketing strategy.
When questioning Millenials (ages 18-29) if they recall having seen any mobile ads on their phones, 69% of the men “do remember” the ads. I am curious why amore men were recalling the ads compared to less than half of the women. Ideas?!
The second question InsightExpress asked in their “Digital Consumer Portrait
” survey scratched on the idea: “Okay folks, you remembered an ad – but did you enjoy this (these) ad(s)?” Results here are again eye-opening – Two out of five men actively enjoyed the mobile advertising, with even 20% saying the “liked it very much!”However, only 12% of women were “somewhat” enthused with mobile ads.
Considering these two findings and the fact that mobile ad spending will be up 80% this year from 2011, translating into $2.61 billion mobile ad spending, it is now necessary to look into mobile advertising providers.
If I were in a dealership or dealer group right now and responsible for the businesses’s digital exposure, I would make sure that I target these particular marketing platforms to serve the upcoming consumer group – The Millenials – perfectly:
• Oneoutoffour Gen Yer’s like special offers from off-line retailers!* I’d make sure that my mobile banner and display ads or remarketing will reflect the offering as a “true special” for just mobile users” Uniqueness is what Gen Y appreciates!
• Nine outoften Gen Yer’s are considering opting-in to email requests* in order to receive “email only” special offers
• 85% of Gen Yer’s are watching online videos monthly* – why not having your mobile ad land on a “take a first glimpse of the new and hot XYZ video” designated campaign landing page with email opt-in form for further receiving “new and exclusive updates?”
[*ExactTarget/Pew Research Study/Morpace Omnibus Report]
You see the pattern – newness, exclusivity, uniqueness, assorted specials are the keywords for Millenials to trigger an action. Yes, you won’t convince every Millenial to join your “forces,” but you can’t afford to disregard these trends.
Start now in being ready when “they” are ready!