It’s a common misconception that millennials are the only age group ‘addicted’ to their phones. In reality, mobile knows few boundaries when it comes to generations, with research from Deloitte suggesting that 92% of teenagers, 91% of parents and 65% of grandparents in the UK now own a smartphone.This means a wider range of demographic groups can be targeted with mobile advertising and content than you may have assumed. It’s easier than ever to reach all of them, but how you reach them — and with what content — varies by generation.
How to connect with mobile users
If you’re already using digital means to target prospective and existing customers, then you’re likely already reaching them on mobile as well as desktop. But as with any marketing or communication medium, it’s important to think about how your messages are being consumed currently, and what other ways you might reach customers on mobile where you aren’t already.
Here are some you might not have tried:
Target with social media
If you’re not there already, there’s no time like the present to get your business set up on social media. Social media sites like Facebook and Instagram make it possible to target your audience based on their demographic, location, interests and even the device they use. This enables you to create audience segments and tailor your messaging to appeal to different generations via mobile.
Utilise mobile ads
The time UK adults devote to browsing the web on mobile now outstrips desktop, according to a study by eMarketer. With your customers spending nearly two hours online via their smartphones, there’s an amazing opportunity at your fingertips. .
Mobile ad spend increased 30.7% between 2016 and 2017 according to the Advertising Association. This growth is a strong indicator that advertising could be a lucrative addition to your business’ mobile marketing strategy - ‘there’s no smoke without fire’ as they say.
Data is absolutely key to making your mobile advertising perform well, so the more information you can gather on your customers, the better the outcome. With Square Analytics, we help you get off on the right foot with insights into what people are buying, how much they’re spending and when.
Consider mobile video
Revealed by a GWI report, 92% of all internet users aged 16-64 consume online video every month. That’s pretty much everyone. Of those, 71% of 16-24 year olds and 73% of 25-34 year olds (Gen Z and millennials) had watched TV online in the past month. This means that mobile video, used via both web and social media, could help you attract more customers across multiple generations. There are so many things you can do with video to show off your business. One way to create an authentic experience that builds people’s trust is to use live videos.
Implement an omnichannel marketing strategy
Of course, smartphone owners use their devices for more than just social media, and checking their phones isn’t the only way they consume content. Mobile marketing can and should be part of an omnichannel strategy that is customised for each generation.
What this means in practice is developing an approach that makes use of mobile marketing whilst connecting with customers through other digital and traditional channels and face-to-face interactions. Even purely online businesses can benefit from creating in-person brand experiences, which is why pop-ups are a great addition to your omnichannel strategy.
It’s easy to see from the numbers that mobile is here to say. As adoption across generations becomes more fluid, the opportunities for your business to extend into previously untapped mobile markets grows too. There’s never been a better time for you to connect with a bigger audience. Rest assured, Square’s mobile-friendly products will always be here to help you build stronger relationships with your customers, whether it’s in-store or on-the-go.
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