In today’s digital world, marketers’ focus continues to shift and currently it seems that they have their sights set on one group of consumers, the Millennials. While there is no precise age range for this elite group of consumers, marketers consider anyone born in the early 1980’s to the early 2000’s to be part of this cohort. But why the Millennials? Because they spend roughly 170 billion dollars annually, making them a major segment of consumer spending. Research suggests that individuals ages 18-36 spend an average of 17.8 hours a day consuming media. While studies conducted by SDL show that 45% of Millennials use at least 3 different devices daily. With all this media consumption across different devices, there’s only one sure-fire way to effectively engage this group—a total platform approach. Utilizing multiple aspects of new media is one of the best ways to get the most bang for your buck with your digital campaign.
We know that Millennials are always connected, whether it’s with a smart phone, tablet or laptop. But what exactly are they connecting to? Recent market research indicates that 63% of Millennials use online radio services on a weekly basis. Although streaming services are becoming crowded with competitors, the well-known app Pandora still reigns supreme. When Apple released their list of Top Free Apps of 2014 in December, Pandora was ranked number four, a formidable accomplishment since the app was first released roughly ten years ago. Since its launch, Pandora has integrated a variety of advertising opportunities, including banner ads, auto-play videos and a custom station option. Pandora prides itself on being able to provide targeted segments in order to best reach desired consumers. In a recent interview, Heidi Browning, SVP of strategic solutions for Pandora, said “…we build on there to add more targeting segments besides age, geography and gender. We layer on your engagement with Pandora, your listening behavior, whether you’re skipping songs or sharing new stations. Those are all opportunities to target.” This allows advertisers to reach exactly who they want in a cost effective way. Ranking third in mobile revenue, closely behind Facebook and Google, it is no surprise advertisers are taking full advantage. When Airport Chrysler Dodge Jeep, a local airport in Orlando made the decision to use Pandora’s advertising methods, they gained an astonishing 200 leads within the first four days of the campaign. Thanks to a well-devised combination of promotional offers exclusive to Pandora listeners and a well-segmented audience, Airport Chrysler Dodge Jeep experienced real results faster than usual. The short campaign resulted in over 14,00 clicks to the airport’s website and their click-through-rate for the advertisements was 99% higher than the industry average.
Social media is nothing new to the ultra tech-savvy Millennials. But marketers and businesses are finally utilizing these outlets in new ways to engage with their consumers. A whopping 23.8 million Millennials admit to using social media daily, and the big-hitters within the industry are finally cashing in. Facebook, the world’s undisputed champion of social media with 1.39 billion users, has been including side-bar advertisements on their website since their launch, but in 2012 they changed the advertising game forever. They designed a way of advertising that could appeal to even the pickiest of Millennials. These advertisements were featured on user’s timelines, but they were seemingly identical to ordinary posts. Integrating advertisements in an inconspicuous way avoids over-saturation, and posts are carefully selected to match each user’s unique interests. Although Facebook is undoubtedly the most visible social media platform, Instagram is a coveted social media site among Millennials. A survey conducted by Pew Internet Research found that 28% of U.S Internet users ages 18-29 use Instagram on a regular basis. Instagram followed suit of their parent company, Facebook, and started including similar advertisements.
Because advertisers recognize that Millennials may be listening to Pandora on their laptops, while posting selfies on Instagram and Facebook, watching the latest episode of the hottest drama on television simultaneously, it is becoming more common to see an integrated marketing plan that incorporates most, if not all, of these platforms. Look for part two of this blog post coming soon and learn how and why it is important that these three platforms are integrated strategically for a successful digital campaign.
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