Wednesday, 25, Jan 2012 01:56
Consumers born between 1981 and 2000 are known as Millennials, and while they provide lots of opportunities for brands, they also pose several challenges.
While engaging and advertising over digital channels can capture the attention of these shoppers, companies need to continuously work at it, comScore's Next-Generation Strategies for Advertising to Millennials report noted.
This is because despite the popularity of gadgets like smartphones among young consumers, it is more difficult to capture their attention and impress them, especially as they are used to entertainment on demand.
Bert Miklosi, vice-president at comScore, commented that the comfort levels of Millennials with technology means utilising such platforms can reap rewards for businesses.
However, "Millennials are generally more difficult to persuade via advertising, amplifying the importance of creative and messaging optimisation in driving worthwhile returns from an investment in advertising to this segment," he said.
Tailoring content for tablets in particular may be a wise idea, after the Deloitte Technology, Media and Telecommunications practice recently revealed that five million of these devices will be snapped up this year by people who already own one.
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