Longitudinal Study of Digital Marketing Strategies Targeting Millennials

Journal of Consumer Marketing 29/2 (2012) 86-92

7 Pages Posted: 15 Feb 2013

See all articles by Katherine Taken Smith

Katherine Taken Smith

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

Multiple version iconThere are 2 versions of this paper

Date Written: 2012

Abstract

Purpose- The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation.

Design/methodology/approach- Data were collected over a three-year period (2009 to 2011) by surveying Millennials at a prominent southwest US university.

Findings- Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews.

Practical implications- By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews.

Originality/value- Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this generation.

Suggested Citation

Smith, Katherine Taken, Longitudinal Study of Digital Marketing Strategies Targeting Millennials (2012). Journal of Consumer Marketing 29/2 (2012) 86-92, Available at SSRN: https://ssrn.com/abstract=2218695

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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