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BizReport : Social Marketing : October 01, 2013

Report: Millennials don't share. But here's how to encourage sharing

Millennials may be leading the way in their adoption of mobile and social networking, but in one area, they lag. And that could be a hindrance to brands. According to new data from Campaigner, Millennials are making mobile purchases and logging on to mobile social networks in droves - but they aren't sharing those purchases socially.

by Kristina Knight

Nearly three-quarters, the report suggests, don't share deals or purchases with their social networks. Campaigner's data suggests that nearly 90% of Millennials are accessing mobile emails and many of them are also making purchases from those emails.

"Members of the Millennial generation are hands-down the most active mobile users and consumers in the world, and they will soon become the heart-and-soul of the mobile commerce economy," said E.J. McGowan, General Manager of Campaigner. "This generation is a game-changer for retailers and they will need to approach targeting this valuable demographic from all angles - mobile design, personalization, social, and content that engages. It will be an exercise utilizing the best mobile email marketing practices, and Campaigner is here to help lead them to success."

The biggest challenge facing marketers is that Millennials aren't swayed as easily by subject lines and they're more adamant that messages be relevant and personalized to them. How can brands better engage these purchases with social media?

First, make it simple to share. Campaigner's experts suggest making a small area of an email message 'clickable' so that the shopper can easily share the deal or offer on social networks.

Second, ensure that email messages are mobile friendly. Marketers need to make sure that emails render across screens without issue to engage Millennials.

Third, go farther with relevance. Don't forget that Millennials have grown up with email, and they are incredibly picky about the relevance of messaging. Make sure messages are targeted correctly for the shopper so they don't click away.

Image via Shutterstock

Tags: Campaigner, millennial research, social commerce, social marketing, social sharing

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