Latest News
Why print ads and social media are perfect for millennials
Many marketing professionals have identified a confrontation looming between brick-and-mortar retail locations and online shopping portals.
A lot of energy has been put into targeting Generation Y consumers, or millennials, because of their apparent penchant for digital media. However, the latest research should provide good news for direct-mail marketers and businesses that communicate across channels to attract consumers. Developing trends in marketing toward specific generations are proving businesses that utilize address verification software will likely achieve higher levels of success than those that target consumers through digital channels alone.
How showrooming may increase profits
One commonly held belief that researchers from Columbia Business School and Aimia have helped to prove is misdirected is that millennials are the only age group that comparison shops using mobile devices while looking for merchandise in physical retail stores. In fact, 74 percent of shoppers demonstrating this type of behavior are above the age of 29. The study shows that while showrooming - which involves consumers visiting a retailer to view products they'll likely buy online - does occur, it has a far less detrimental impact on profits than previously thought. The study proved quite the contrary: 50 percent of shoppers using their smartphones or tablets to compare prices have an increased likelihood of making a purchase in a store after they've researched the quality of the product.
Social networking and print: A happy marriage
There's no question that millennials are dedicated social networkers and ascribe to everything digital, but that doesn't preclude them from using traditional methods of saving money. Direct Marketing News cited the "Purse String Survey" conducted by Valassis Communication wherein researchers found 51 percent of millennials prefer print coupons. On the other hand, 90 percent of the 5,100 respondents in the study opted to share the deals they found on social media with their mobile devices.
Lisa Reynolds, vice president of consumer engagement at Valassis, told the marketing website all generations have increased their use of digital channels. At the same time, 51 percent of millennials find sales through newspapers, while 33 percent discover deals through mail pieces. The third most popular source of savings are circulars, with 21 percent of respondents stating they use these materials.
Consequently, marketers need to be smart when developing their strategy by incorporating print with digital channels to maximize the effectiveness of their campaigns. Mailing software provides security for companies aiming to improve their return on investment in their direct-mail marketing strategy.
