Younger people more receptive to digital marketing messages
Millennials – 18-25 year olds – around the globe are receptive to digital marketing messages, according to Epsilon’s new Global Consumer Email Study.
The research shows millennials are more wired and willing to receive permission-based email messages. However, they are also more wary and concerned with security and privacy.
Compared to other age groups, millennials are more likely to use tools such as instant messaging (IM), social networking and text/SMS messages as their primary tool for personal online communications.
Over one-third (35%) cited instant messaging, whereas 26% of 26-35 year olds and 11% of 36-45 year olds selected IM. In particular, millenials in Asia Pacific use more tools and devices than other parts of the world.
Kevin Mabley, SVP of strategic services at Epsilon, said: “This research emphasizes the importance of segmented and targeted marketing campaigns since there’s a clear difference in behavior among age groups.
“To ensure the greatest return on marketing investment, today’s marketer needs to be cognisant of the audiences they want to reach and adjust messages, vehicles and offers to appeal to these customers and prospects.”
Forrester Research recently forecast that spending on email marketing in the US will hit $2 billion by 2014 – a nearly 11% compound annual growth rate.
Falling cost per thousands, a high return on investment, and growing consumer use of social email accounts will fuel the use of email by direct marketing professionals, said Forrester.
Research from Ball State University, the Email Marketer’s Club and ExactTarget released earlier in the year found that a record number of US email marketers are planning to bridge the gap between online social networks and their email marketing campaigns this year.