A recent eMarketer article sites research that shows that while 78% of Millennials participate in social media, they are suspicious of its adverting. On the other hand, the 18 - 34 age group is more open to digital advertising than adults in general, but they just don't think it makes a difference in their purchasing decisions. However, those surveyed say they want to be entertained by advertising, and do remember advertised products when they are shopping. Huh?
So, how do advertisers, who are flocking to social media like white on rice, gain the trust and dollar of Millennials? Lisa E. Phillips, senior analyst at eMarketer says “Millennials enjoy all forms of digital media, even digital advertising. Online videos, social network profiles and tweets can help marketers build word-of-mouth among Millennials and reach the key influencers. At the same time, they are not adverse to more direct marketing methods, such as emails, search ads, banners and web page links.”
So, if digital's Millennial consumers are at least watching - it's up to advertisers to make them care. Or at least not turn them off. If social has taught us anything, it's that sentiment spreads at the speed of ADHD light, and audiences can be unforgiving.
– Layne Salter
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