There has been a lot of hype in recent years about millennials, an abstract section of the population who has grown up since the early 80’s. Price sensitive (a product of growing up in a time of recession), technologically savvy and tuned into social media, these are the people that our clients often believe their mobile marketing is aimed at. However, our experience of studying the people that take part in our campaigns is that the criteria that define millennials are sociological phenomena that are affecting all generations. Our user data shows that there is an even spread of participation across all age groups from 18 to 54. Around 15% of people are between 59 and 79. We typically have slightly more women users than men, reflecting the overall trend in mobile gaming. This is good news for retailers. It means that if they use their mobile marketing smartly, they will be able to reach out to more customers than ever before.
So, if the media wants to pigeon hole generations into stereotypes, what about the next generation and what does this mean for retailers and their mobile marketing? ‘Generation Z’ is a term coined to talk about a generation of young people currently aged between 5 and 19. If retailers have been playing catch up to tailor their mobile marketing to so-called ‘millennials’, then they really need to focus to be ahead of the game for Generation Z.
Generation Z has grown up with smartphones, fast Wi-Fi connections and a world of entertainment and socialising all centred around media devices. This generation relies on smartphones more than any previous generation. They are used to having constant real-time updates and if technology doesn’t work fast, they lose patience quickly. They can multi-task better but they have a shorter attention span than ever. They expect brands to make them feel special and deliver personalised content. They want retailers not just to focus on transactions but to provide interaction and personalised dialogue.
So how does this relate to what we do? If retailers want their mobile marketing to be relevant and effective, they need to start developing solutions now that are tailored to how today’s younger generations interact with brands and their shopping habits. They need to have a way of building dialogue with consumers that sparks their interest in a limited attention span. Brands need to earn the right to a conversation with a consumer. Give consumers something and they might well be prepared to give you something back.
The key will be in delivering personalised experiences to consumers, connecting them to things in their local area, offering them goods and services and deals that are tailored to them and genuinely relevant. That means retailers need to closely link their data analytics to their marketing campaigns. They need to think about new non-invasive ways to get qualitative data from consumers and in ways that they are comfortable with.
Our philosophy is to give consumers something quick and fun, give them something to come back to day after day and reward them with personalised prizes and offers. We have seen time and time again that if brands make consumers feel special, they have a much better chance of earning their loyalty.