Why and How You Should Be Mobile Marketing to Millennials

The last few years have been nothing short of exciting and challenging times for marketers and advertisers. The lanes of communication have greatly expanded. And advancements in technology have questioned and defied traditional media outlets. It seems that at a time when we have the greatest abilities to reach the customers and consumers, truly reaching them has become completely mystical and elusive. Something even more complex when dealing with the Millennials.

Don’t Forget About Mobile

The continued growth of the internet, the continuous expansion of social media and networking, and the mobile communications arms race have given us the greatest reach we’ve ever had. But it seems that old habits die hard.

These avenues have been polluted by our traditional understandings of marketing and advertising. And though I’m not knocking the fundamentals, I will say they can’t be used in the same manner as they have been used traditionally. It’s the reason why social efforts often fall short. And it’s this emphasis on “social” that has everyone failing to realize that mobile exists.

The overshadowing of mobile marketing by the social world is something I find fascinating. Facebook users only represent about 41% of the US population but nearly 80% of the US population has a mobile phone. Increasingly, young Gen-Y is experiencing significant social media fatigue, is amongst the lowest online users and is declining in social networking activities. However, this same demographic has high rates of mobile use and ownership, of which it has increased greatly year-over-year.

Understanding Millennial Behavior

Millennials in general are becoming accustomed to constant mobile use. So much so, that their daily behavior is increasingly mobile based. It’s also a characteristic that will increase as smart phones and pads/tablets become the norm. And even with such high rates of mobile ownership and use, less than a third of marketers believe optimizing mobile marketing is important to their customer. And they might have a slight point. But only a slight point.

Experiencing a telemarketing or spam-type situation could infinitely damage your reputation. People don’t want to be bothered with non-sense if it’s of no interest to them. But, these same people wouldn’t mind receiving some kind of a deal from time to time. And when it comes to Millennials, getting an “exclusive” deal is a huge selling point.

Another huge selling point is being able to access websites through mobile means, and not simply receiving bits and pieces of the site itself. Only 32% of websites mirror full sites. Anything less will be something that will draw me and other Millennials away from your site.

Millennials want to have the ability to do everything now. We will use any opportunity we get to do something through our mobile phones in order to save time later in the day. It’s just that simple.

Breaking Down The Numbers

I was kidding, it’s not that simple. With the rise of location-based social networks, such as Foursquare, there has been the inclination and belief that this will lead to greater business growth and opportunities for those who use it. But research shows that location-based services amongst online US adults is insignificant. Not to mention that there is also a growing “check-in” fatigue, which has caused the creation of apps that run in the background that check-in for you. As a marketer you have to question the usefulness of location-based services if people won’t be checking-in themselves. And how you will reach these passive customers.

The reality is that mobile marketing requires a multi-platform approach, which is something 80% of retailers said they don’t have the capability to accomplish. And though apps will be the future for Millennials, understanding the breakdown of your online mix is absolutely necessary. Mobile video viewers will represent 30% of the US population by the end of this year, and this is expected to double by 2013.

Equally, understanding that 56% of consumers simply subscribe to brand sites by email while 32% subscribe via email and Facebook, and 4% subscribe via email, Facebook and Twitter. All of which have a commonality. They can all be accessed by mobile phones.

Mobile Marketing to Millennials

Millennials are significant mobile users. And where they have experienced levels of fatigue in the social world, the mobile world appears to be roaring ahead. But you can’t simply put something out there and hope for them to react. You have to understand that we access everything through our mobile phones, so why not strategically place and reinforce these actions through text, email and social media.

But do this wisely. Overexposing your marketing efforts will make it less effective, bland and we will disregard them. However, if you do it in a timely fashion you can capture these Millennials while they’re on the move. Access is a defining factor. How are we suppose to do things on-the-go if your website can’t support our mobile means and wants.

With all that being said, mobile marketing is definitely easier said than done. It takes more work than a simple message. It requires apps, timely placed emails and social networking notifications, and understanding that for Millennials our mobile phones are extensions of our self’s. If it’s meant for us, it has to be personal. Building that relationship is imperative. When we feel it’s exclusive and directly sent to us, we’ll respond. But this shouldn’t suggest all you marketers and advertisers should do it whenever possible.

Think of it this way. Our mobile phones are one of the most personalized and cherished things we have grown to own. We use it to establish and connect with our personal relationships. You, the brand, the marketer, the advertiser, has to create that personal relationship. It’s not easy nor is it meant to be. But understanding these how’s and why’s of Millennials will be rewarding. Just remember, it’s not “business.” It’s “personal.”