Digital Marketing Strategies that Millennials Find Appealing, Motivating, or Just Annoying

Journal of Strategic Marketing, Forthcoming

27 Pages Posted: 15 Oct 2010 Last revised: 5 Nov 2010

See all articles by Katherine Taken Smith

Katherine Taken Smith

Texas A&M University-Corpus Christi-College of Business

Date Written: 2010

Abstract

With the increasing usage of digital media by consumers, more companies are using digital marketing to reach their target markets. The purpose of this study is to examine various marketing strategies that are commonly used in digital media and ascertain which ones are preferred by Millennials and are effective in influencing behavior. Millennials have been identified as a driving force behind online shopping. While there have been numerous studies about online advertising, there has been little academic research focused on what types of digital marketing strategies are preferred by Millennials and which ones influence their behavior. A survey of 571 Millennials indicated a preference for online coupons and side-panel ads; Millennials do not like pop-up advertising. Graphics are highly effective in grabbing their attention. Millennials will repeatedly visit a website that has competitive prices and good shipping rates. If given an incentive, such as a discount or reward, Millennials will write an online product review.

Keywords: Digital Marketing, Online Advertising, Millennials, E-marketing

JEL Classification: M31

Suggested Citation

Smith, Katherine Taken, Digital Marketing Strategies that Millennials Find Appealing, Motivating, or Just Annoying (2010). Journal of Strategic Marketing, Forthcoming, Available at SSRN: https://ssrn.com/abstract=1692443 or http://dx.doi.org/10.2139/ssrn.1692443

Katherine Taken Smith (Contact Author)

Texas A&M University-Corpus Christi-College of Business ( email )

6300 Ocean Drive
Corpus Christi, TX 78412
United States

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