Establishing Mobile-Specific Goals for Your Millennial Marketing Strategy - dummies

Establishing Mobile-Specific Goals for Your Millennial Marketing Strategy

By Corey Padveen

When developing your Millennial marketing strategy, leave plenty of room for mobile. Unlike other media, where your audience members can easily become distracted, content on mobile devices is largely served up in a singular fashion. This means that you have more of an opportunity to engage with a Millennial on a mobile device because your content is the only thing he or she is seeing.

When the term singular is used to describe user engagement, it refers to the nature in which content is digested. On a desktop, for example, content is shown in a number of areas of the screen, and multiple pieces of content can often be seen on the same Facebook feed, for example. On a mobile device, content is delivered singularly, meaning that everything that comes across the user’s eyes is the only piece of content that this person is seeing for at least a moment or two.

Because mobile offers opportunities that aren’t available on other media, you can achieve objectives that would otherwise be difficult to plan for or cost-prohibitive. Some of the goal themes that are much more easily attainable on mobile fall into the following categories:

  • Data collection
  • Online-to-offline conversion
  • Customer service
  • Behavioral segmentation and targeting
  • Experience personalization

Millennial data collection

Data sits at the core of your entire strategy. Data collected on mobile devices is extremely valuable because of the level of engagement involved on the part of the user. A study from the Pew Research Center found that 86 percent of Millennials own a smartphone, and additional research by Nielsen found that Millennials in the United States are spending 4.7 hours a day on their devices. Both of those statistics beat out the next most engaging medium significantly, so the question is, “What kind of goals can you establish with regards to data collection?” Here are just a few:

  • Increasing form submissions from contact forms or content downloads
  • Simplifying the path to conversion on mobile devices based on observable habits of Millennial visitors
  • Improving the design of your retail location by triangulating in-store hot spots through the use of beacon technology.
  • Setting these goals early means you can collect data on an ongoing basis and use it to improve the overall customer journey both on and offline.

Online-to-offline conversion of Millennials

Once again, because mobile devices move with your customers, you should establish goals that link the online experience to the physical one, assuming, of course, your business exists both on and offline. Your goal is to increase retail referrals from Millennial visitors to your mobile website with mobile-specific promotions and offers.

Customer service for Millennials

Millennials want to engage with your brand on the platforms with which they are most familiar. Research from Desk.com, a Salesforce company, shows that 25 percent of Millennials want a response within ten minutes of reaching out to your brand on social media. A response within 10 minutes should be the goal you set when offering some form of social care. Social care is the term used in the marketing industry to refer to customer service on social media.

You should also set a goal that strives to increase the volume of help desk tickets that your customer service team can resolve per hour.

Behavioral segmentation and targeting

Considering how much time Millennials spend on their mobile devices, the little things that you can learn about them allow you to create targeted campaigns that cater to the tastes and preferences of your audience. Your goals revolve primarily around improving the way in which you understand your Millennial audience. Here are two examples of these goals:

  • Shortening the path to conversion based on engagement rates on tested content and messaging
  • Increasing engagement rates with content campaigns targeted to smaller, more robustly understood segments of your Millennial audience

Experience personalization

Millennials love a personalized experience. Anything that you can do to make personalization a reality leads to a significant increase in engagement, conversion, and, perhaps most importantly, loyalty. These goals dictate that you’ve been successful in your efforts to personalize the online and offline experiences for your Millennial audience:

  • Increasing your Millennial audience social media engagement rates
  • Increasing on-site engagement with your Millennial audience by measuring time on-site, bounce rate, pages per session, and average session duration, which are all Google Analytics measurements
  • Increasing positive sentiment mentions of your brand or organization across social platforms