We see millennials (one of the largest mobile device owning population) as “always connected” and “addicted to social media”.
We don’t ever really think of them as being into tactile communications.
However, according to a study by Tech Times, millennials and print media are making a comeback with 92% of school students saying they prefer reading paper books over E-Books.
Who Are Millennials?
The definition of Millennials, also known as Generation Y, varies between industry experts, but most are aged between 18 and 34 or born between 1980 and 2000.
The decade-long trend in digital is now coming back around to print. This opens up exciting, creative opportunities for brands to break through the noise with printed customer communications and smart marketers are now turning to new channels to hook this generation.
Print stands out in a digital world
There’s no denying digital still remains a strong channel. Especially when you start thinking about AR and VR.
But, over the last few years, we’ve seen a marked increase in brands selecting print as part of their marketing mix. It complements their digital communications in ways they’d never first considered. When using a combination of digital and traditional channels, their marketing ROI has soared.
Here’s what you can do to make the most of this trend:
1. Mix it up
In a recent study, Print in the Mix, the majority of Millennials said a combination of digital and traditional channels were more effective in influencing their brand decisions than if either was used on their own. So be sure to include both in your communication to get your best results.
2. Create stand out
The key here is to grab the attention of your target market immediately. You can’t bore people into taking action so understand them and create relevant, personalised messages. If you create a sense of familiarity from the start you’re more likely to engage. People are 7-10 times more likely to respond to targeted and relevant direct mail.
3. Get it there fast
It’s stereotypical to say that millennials have short attention spans and little patience. However, in general they do seem to prefer instant gratification as they’ve grown accustomed to that from the online/smartphone experience. So speed and efficiency are important, particularly when you’re responding to their purchasing behaviour or comments and reviews.
Millennials and Print Media
Millennials (along with people in general) are rediscovering the pleasure of turning pages and lingering over content without pop-ups, banners, videos and other distractions competing for their attention.
The big takeaway is clear: Don’t turn your back on the tangible. In an environment where nostalgia and the desire for physical connection are rising, suddenly the old is new again.
With nearly 20 years of direct mail experience, Gecko, creates highly personalised direct marketing campaigns that deliver strong ROI. With all the print facilities on site you’re guaranteed to get the highest quality delivered in the quickest time.
We are so confident in our offering we promise to improve your ROI by 20% or give you 20% of your budget back.
Visit our company website for more information on millennials and print media.