Why Mobile Marketers Need To Understand Generation Y And How They’ll Impact The Retail Landscape
Posted by victor on Dec 22, 2007 in Agencies, Marketing Strategy, Mobile Advertising, Mobile Commerce, Mobile Marketing, Mobile Resources, Mobile Search, Mobile Shopping, SMS / Text
Generation Y will dramatically change the face of retail marketing over the next 10 years. Bold statement right? Not really if you ask me, folks in this generation are totally at ease with mobile technology and it’s their goto method when they do just about anything which increasingly includes shopping.
If you missed it, Jayne O’Donnell wrote a featured story on mobile shopping this past Wednesday in the Money section of the USAToday and it heavily focuses on how this younger generation is routinely turning to their mobile device as a primary method for their shopping needs. Go read it and you’ll see that this demographic is all over mobile things such as:
NearbyNow is a unique mobile marketing service that the teens and twentysomethings are totally into. This 40-something gets it too. I used it this afternoon during my nutty Christmas shopping adventure. The shortcode for the mall I was at is CU to 632729 (lookup your shortcode). Within seconds I received a menu of options, I wanted to see Sales so I Texted back the sales option. Again, within seconds I had a few Text messages that listed all of the stores that had listed Sales within the NearbyNow system. I texted back the Disney Store option and received yet another text listing:
- Tinker Bell Fleece $10, Reg. $17
- Pooh Fashion Sweater $15, Reg. $20
- My Size Jasmine Plush Doll $23, Reg. $30
That’s mobile marketing folks and it’s how the up and coming generation is getting things done right now. Go read the USA Today article, Jayne writes about how the teen and the parent will both shop at the same store except they’ll use completely different methods. The teen or digital millenial as Laura Evans calls em, is all about using mobile services while the parent is not.
I receive the offline version of the USAToday and this story in the offline version has a graphic that illustrates a JupiterResearch study which indicates that teens are twice as likely to use their mobile device for Texting and other non voice related applications, this illustration doesn’t appear in the online version of the story. Not sure why but it’s important because that’s the shift that’s taking place in how consumers shop.
Oh, and I opted into the NearbyNow future sales list for this particular mall. That’s more mobile marketing because the system they are using is proactively looking to add users to their database. It was double opt in which means I agreed to join the list and then had a second confirmation. That’s the approach you want to take help keep a clean list.
If you’re a retailer and want to implement a campaign like the one I mentioned above, touch base with any of the mobile marketing firms that I’ve previously covered, they’ll be glad to assist you with your mobile marketing campaign. The mobile marketing companies listed in the top of the grid are all hyperlinked.
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