Mobile content: how to attract millennials
Millennials are no longer children. They are between twenty and thirty years old, have increasing purchasing power, and occupy a growing market share. They are the generation of smartphones and they check it up to 110 times per day, but unfortunately, many companies have not yet decided creating content specifically dedicated to this target. If you don’t want to be left behind, you’ll need to start setting your marketing strategies based more and more on this audience. In this article, we will discover what to consider to create targeted mobile content to attract the attention of millennials and convert them into customers.
Think 100% mobile-friendly
First and foremost, you need to be prepared to properly welcome mobile users. Your website, emails, landing pages, and all other digital contents (including downloadable ones) that you make available must be 100% optimized for mobile devices. The reason is obvious: millennials view content from the smartphone and it’s unlikely that they will return to a website where they experienced display or loading problems. They are impatient and will never tolerate long waits or unintuitive user experiences. Create your web pages and your content thinking about mobile users, with a clear and consistent design. Do not overload your pages with too many elements and think about how your content will be consumed. For example, any video content should make sense even without audio (as users not always play audio on their devices). Optimize page loading speed. There are different way to do it, including using Google’s AMP (Accelerated Mobile Pages) , an open-source initiative for the creation of high performance websites and landing pages on mobile devices.
Use social media as sale channels
Millennials love to interact with their favourite brands on social media and see them as less privileged and less formal channels for communication. Here, most social media is consumed on smartphone, as almost all millennials only consult Facebook, Instagram and other platforms exclusively from their phones. Also through these communication channels, millennials expect quick responses: respond to direct messages and comments promptly and treat your followers with the right approach. Take advantage of the exclusivity perception that your social media can create: spread communications and launch promotions reserved to your social users and make them understand how important it is to follow you.
Make the purchase as easy as possible
Millennials are often criticized for being unbearably impatient. But can we really blame them? Amazon can deliver almost anything to your doorstep the day after you order it. If you want to watch a movie, you just need to download it or stream it. If you have a smartphone, everything you could buy is just a click away. Going to a physical shop is no longer necessary, nor is sitting in front of a computer. Apart from the convenience and speed, millennials also have a lot of trust in their smartphones and give to the information they find the same relevance as the desktop. All of this make them much more likely to buy directly from their phone. Therefore, it is essential to find ways to make the shopping experience as easy, fast, convenient, and mobile-friendly as possible.
Focus on instant messaging
To substantially increase your reach (meaning the spread of your marketing input), you should start considering the instant messaging, which is a strategy based on sending a text message directly to your users’ smartphones. Considering that the average data speaks of a 98% open and read rate of messages, you can easily understand how instant messaging can be a perfect way to reach a large number of customers quickly and efficiently. But be careful not to overdo it: consumers in general (especially millennials) hate spam. Avoid being excessive and propose exclusive promotions, keeping the correspondence short and direct. include a clear call-to-action, make sure your brand is mentioned and do not overdo it.