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4 Ways Digital Marketers Can Optimize Ads to Reach Millennials

Written by: Carolyn Berk, Content Marketing Associate

Millennials are the first generation to come of age in an increasingly digital world. As a result, they have an entirely different pattern of online behavior than previous generations. Since their habits are so unique, it’s important to tailor your ads to their specific needs. Here are just a few ways that you can do so.

1. Millennials move across multiple devices

Device usage - Millennial ecomm blogBetween desktop, tablets and mobile, it can be tough to pin down a millennial. According to a study by Forbes and Elite Daily, 87% of millennials use between two and three devices at least once on a daily basis.

So how can you tailor your ads to reach such a transient group? Cross-device tracking gives you a complete picture of your audience’s activity as they move across devices, so you’ll have the ability to retarget them on a device based on interest they showed on a different one.

2. Millennials display impulsive behavior

Impulse buy stats - millennial ecomm blogMillennials aren’t immune to the impulsive urge to buy products. In fact, one study says that 83% of U.S. millennials have made an impulse purchase. Nearly 7 in ten female millennial shoppers said they made impulse buys after seeing sales or discounts. Around 6 in ten males were tempted by the same price promotions.

Online retailers can leverage the impulsive nature of millennial shoppers by advertising limited-time discounts and sales. Promotions can be made even more appealing with special offer codes that millennial shoppers can redeem to get the discount, so the sale will be limited to those who saw and clicked through the ad. The feeling of exclusivity will give shoppers even more of an incentive to quickly take action on these special deals.

3. Millennials want to know – is there an app for that?

shopping apps - Millennial ecomm blogCan your customers shop your products from an app on their phones? If not, you may want to consider creating one in order to win over millennials. In a poll by Refinery 29, around half of millennial respondents said they like to shop via brands’ apps. Meanwhile, another survey by Pixlee found that millennial mobile shopping app users were more likely to have downloaded such apps because they were easier to use than mobile sites.

When running ecommerce ads aimed at a millennial audience, don’t just push your products. Promote an app that allows customers to browse and buy your merchandise. Getting a millennial to download your shopping app doesn’t just make it easier for them to make a purchase on mobile. By downloading your app, mobile-loving millennials will always have easy access to your brand within their reach, making for more loyal customers with greater lifetime value.

4. Millennials will share if you care

sharing info stats - millennial ecomm blogMillennials don’t mind sharing their information with you, as long as they can get a more relevant and enjoyable experience out of the trade. In a survey, 56% of millennials said they were more likely to share their location in order to receive coupons from businesses, and 25% said they would give away personal information to get more relevant advertising. In another survey of millennials, 95% said they want brands to court them actively, saying coupons had the greatest influence on their shopping behaviors.

If you want to collect information from your millennial customers, make sure it’s worth their while. Utilize customer data to make your marketing more relevant (for example, location-specific ads or retargeted audience segmentation).

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