Longitudinal study of digital marketing strategies targeting Millennials

Purpose - The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived pos...

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Bibliographic Details
Published in:The Journal of consumer marketing 2012-03, Vol.29 (2), p.86-92
Main Author: Taken Smith, Katherine
Format: Article
Language:English
Subjects:
Advertising expenditures
Baby boomers
Brand loyalty
Consumer behavior
Consumers
Customization
Digital broadcasting
Digital marketing
Electronic commerce
Hypotheses
Internet
Market strategy
Marketing
Millennials
Online advertising
Peers
Social networks
Social research
Studies
User generated content
Websites
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Summary:Purpose - The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation.Design methodology approach - Data were collected over a three-year period (2009 to 2011) by surveying Millennials at a prominent southwest US university.Findings - Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews.Practical implications - By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews.Originality value - Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this generation.
ISSN:0736-3761
2052-1200
DOI:10.1108/07363761211206339