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If you’re marketing to millennials, bet big on mobile

March 13, 2014

If you're aiming to attract millennial customers to your business or service, then you should be investing in mobile marketing techniques - and you best ensure that consumers can purchase your products via mobile credit card payment processing terminals when using their smartphones and tablets.

If you’re aiming to attract millennial customers to your business or service, then you should be investing in mobile marketing techniques, and you best ensure that consumers can purchase your products via mobile credit card payment processing terminals when using their smartphones and tablets. 

For example, Mobile Marketer recently detailed how Coca-Cola, Kentucky Fried Chicken, Urban Outfitters and other major brands have all recently begun generating content aimed at appealing to millennial shoppers who access said content using their smartphones. 

“Consumers, particularly millennials, have a tremendous appetite for creating and consuming user-generated content,” Anna Kassoway, chief marketing officer at Crowdtap, told Mobile Marketer. “When marketers create engaging programs and partner with the consumers that love their brand, there is a huge opportunity to inspire authentic content creation and encourage sharing. Authentic content is the key to rising above the noise. While it can be challenging for brands to give up some messaging control, the upside can be powerful.”

The Mobile Marketer article cited a study, conducted by Crowdtap, which found that millennials spend over five hours every day engaging with content via their mobile devices – illustrating the customer base available to brands that advertise via the devices. 

Even store catalogs are moving into the mobile marketplace
Macy’s is another company that’s well aware of the benefits offered to those who market via mobile devices. The retailer now issues its spring catalog digitally, instead of via print, allowing consumers to parse through their latest offerings by using a tablet or smartphone device.

“It’s a signal that Macy’s is focused on the omnichannel experience and weaving in-store and digital back and forth,” Matthew Knuti, director of strategy at Fuzz Productions, told the news outlet.

Macy’s now even allows consumers to buy products directly from their catalog. If consumers are looking through the offerings on their tablets, and they click on a product they find attractive, they’ll be immediately directed to a mobile debit card or credit card payment processing page, where they can purchase the product directly. Paul Alvarez, vice president of sales and business development at Atimi Software, explained that the social aspect of tablet-use makes it ideal for retail and e-commerce optimization.  

“From a pure browsing perspective, we don’t need to look further then our own living or family room to see the impact tablets have had on casual browsing and online research,” he told the news outlet. “For example, few in the family setting fire-up their desktop or lug around their laptop to further research on a product or service that catches their eye while watching TV, and in my experience, catalog shopping is an act of leisure, something done on the couch or at the local coffee shop, all places where the tablet form factor wins out.”

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