Appealing to younger shoppers: Why a logo and mobile app isn’t enough

In 2010, Steve Jobs predicted tablets would overtake PCs as users moved to follow their friend’s tweets and Facebook statuses online. He recognized people’s need to be mobile. Did you know?

Four out of five people now own a smartphone, according to Global Web Index’s quarterly report
80 percent of people own a smartphone
Smartphone devices account for 55 percent of all Internet usage.

How is the shift to mobile over the last several years changing America? We now have a society that is leaning on apps more than ever. In addition, people are increasingly browsing the Internet right from their mobile device! The answer may lie in the fact Generation X, otherwise known as Millennials, has been labeled as the instant gratification generation. And thanks to technology, Gen X is also known for having a short attention span. However, they also are the segment of the population that it is most likely to purchase a product or a service based on their mobile interactions.

Adapt to Mobile Marketing or Adopt Fewer Customers

Smaller businesses that are not using mobile marketing strategies may be losing business. Millennials have grown up with e-commerce and they prefer to be connected, but they also seek an interactive visual experience. For example, the 18-24 year-old segment of this generation watch almost 30 percent of the 23 percent of the generation’s online videos. They also represent 23 percent of TV viewers worldwide. From a marketing standpoint, they represent “gold” to a smaller business. These younger buyers have money to spend and a small business that does not adapt to mobile marketing, may find their customer base shrinking over time. In addition, business owners who aren’t adapting advertisements for this ‘mobile-first’ generation may be missing an important segment of their customer base.

How the Gen C Affects Your Bottom Line

From the Greatest Generation to Generation X, marketers study each demographic carefully for trends in media consumption and purchasing decisions. While they work hard to carefully craft messages and choose the best platform for their messages, they can’t ignore one thing: Gen C. The confusing part of Gen C is that isn’t a generation defined by an age range. This is the segment of our population who are also known as the YouTube Generation. As stated by Think With Google: Gen C is a term we use to describe people who care deeply about creation, curation, connection, and community. It’s not an age group; it’s an attitude and mindset defined by key characteristics. 80% of millennials are made up of Gen C, YouTube’s core (though by no means only) audience. These are the early adopters and the people who won’t think twice about raving about a product or service that they love. These are also the people who don’t just consume content online, but create it. They also actively participate with content. For example, 56 percent have taken action after watching ads for a product or service on YouTube. In summary, your online brand must demonstrate the four values that are important to this segment with each and every strategy. The reward? A raving fan who will be your top source of word-of-mouth referrals.

Cash Isn’t ‘King’ Anymore

We probably don’t have to tell you that Millennials prefer plastic to paper when it comes to purchases. This generation is a gold mine to marketers and also small and businesses alike because they spend $1.5 billion online each year, roughly $37 billion in disposable income. Though shopping isn’t this generation’s top activity, it has been shown that Generation X is online nine hours a week. Smaller businesses must adapt to this generation’s needs or lose customers and small business owners will quickly find themselves out of business. This is why small business owners really need to offer mobile apps that allow customers to browse, shop, find their product, and pay for it online. Otherwise, Gen X shoppers will look for another business that will meet their needs.

What Kind of Marketing Attracts Generation X?

By the time they turn 16, this generation has seen 6 million advertisements – more than one a minute. Younger shoppers are not interested in slick advertising. So what makes them choose a product or service to purchase? For retailers, it may be rethinking strategies, as Millennials do not care for brands that are selling to them explicitly and using a hard sell strategy. What does work, however, is being meaningful and tying in people’s experiences. Millennials aren’t buying a product for the name only. They buy products that they feel will add value to their life in some way (e.g., gathering to make a meal with friends). With 79 million millennials all having different tastes, it may be harder for companies to peddle their products to this generation. However, your marketing will be successful if you form a lasting connection with customers that are ongoing, relevant, and open.

Utilizing Social Media to Connect with Gen X

It is no secret the Millennials rely on each other to learn which products are the best and which to steer clear of. They tweet their opinions on Twitter, post reviews on Facebook, and take Instagram photos of their choices. Since they have grown up with the Internet, technology isn’t just a platform for communication; it is a way to make better choices, improve life and contribute to society. Retailers that are able to tie into these values on social media platforms will be more successful reaching this generation.

Mobile Marketing Strategies That Result in Purchases From Millennials and Gen C

If corporate giants cannot appeal to a younger generation, they may find themselves only a footnote in history. The clothing giant, Abercrombie, has found itself struggling to attract younger customers, as sales have dipped and customers these days aren’t buying clothing based on logos. They also aren’t buying based on brand name or looking for the cheapest price. How can companies adjust their mobile marketing and online strategies to reach this younger segment of the population that has money to spend? One of the options for retailers may be offering cross formatting, where younger buyers can chat via their mobile phones and also buy products. Millennials also want to get involved in company decisions. Try a contest to name a product or to choose what item will go on sale. Also, show Millennials that your brand is responsible and get them involved by invite them to join in on charity initiatives. Don’t forget to offer buying options for teens. Teens may not have credit cards, but they can use what is called RocketCash. This option lets teens shop at online stores and use store apps without having to have a credit card and they get store-valued credit.

Tips to Formulate Your Mobile Marketing Strategy

As mobile marketing continues to evolve, businesses will have to adapt to survive. Paying attention to how the younger generation consumes media and makes purchasing decisions is vital to the longevity of any business. Here’s a list of some questions you can yourself as you’re developing your mobile marketing strategy to make sure you’re on target with today’s trends: