Digital marketing strategies that Millennials find appealing, motivating, or just annoying

Abstract

With the increasing usage of digital media by consumers, more companies are using digital marketing to reach their target markets. The purpose of this study is to examine various marketing strategies that are commonly used in digital media and ascertain which ones are preferred by Millennials and are effective in influencing behavior. Millennials have been identified as a driving force behind online shopping. While there have been numerous studies about online advertising, there has been little academic research focused on what types of digital marketing strategies are preferred by Millennials and which ones influence their behavior. A survey of 571 Millennials indicated a preference for online coupons and side-panel ads; Millennials do not like pop-up advertising. Graphics are highly effective in grabbing their attention. Millennials will repeatedly visit a website that has competitive prices and good shipping rates. If given an incentive, such as a discount or reward, Millennials will write an online product review.

The Characterization of the Millennials and Their Buying Behavior

“…Having grown up socializing and shopping online, the use of this e-commerce generation will continue to grow along with their discretionary income. Although millennials do not like pop-up publicity, the graphics are very effective at capturing their attention and will repeatedly visit a website that has competitive pricing and good shipping rates (Smith, 2011).…”

“…Martin (2015) (2015) Rahman (2015), Weyland (2011), Bilgihan (2016. Processing variable Psychological aspects Martin (2015), Smith (2011), Satinover N. et al (2015, Valentine & Powers (2013), Junker et al (2016), Muda et al (2016), Ordun (2015), , , Weyland (2011), Francis & Burgess (2015), Weber (2015), Bilgihan (2016).…”

“…Therefore, the millennials have become an impressive group to be studied since they have different behaviors compared to other generations, this is the reason why studying them acquires importance and relevance (Smith, 2011). Also, something that characterizes them is that they will represent the 50 percent of global consumption in 2017 (Orozpe, 2014).…”

The Millennials Luxury Brand Engagement on Social Media: A Comparative Study of Brazilians and Italians

“…Millennials are highly influenced by social media in many ways (Martin &Turley, 2004) and are affected by online reviews more than other generation (Smith, 2012). Some studies showed that millennials are the first generation to give a greater importance to online word of mouth (information shared on SM) than to traditional types of recommendations or advertising tools (Senecal & Nantel, 2004;Smith, 2011). Thus, as Pate and Adam (2013) found out, millennials are more likely to acquire a product that was "liked" or recommended by their friends on SM and they perceive comments as more "transparent" and blogs "more objective".…”

Generation X versus Millennials communication behaviour on social media when purchasing food versus tourist services

“…Traditional advertising does not have the same effect on Millennials as on previous generations (Valentine & Powers, 2013;Young, 2015) because of their reluctance to use anything that is "not digital", and the fact that the online environment is more trustworthy and provides them with greater information safety (Neuborne, 1999;Valentine & Powers, 2013;Young, 2015). Millennials prefer advertising spots and clips broadcast on YouTube and other video channels, the in-game advertising and the popup ads on the accessed web pages (Taken Smith, 2011;Young, 2015).…”