Personalization Targets Millennials
Target Marketing’s research found similar increases in spend during all five years the research tracked the tactic, with single-digit decreases and ever-declining numbers of “don’t use” respondents, according to findings from “Marketing Mix Trends 2010-2016.” That’s Target Marketing’s analysis of six years of “Media Usage Survey” data. The report examines this tactic from 2011 to 2016. The “Personalization” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
The synopsis below is an excerpt from “Marketing Mix Trends 2010-2016.”
Chances are pretty good the 44 percent of respondents who increased their use of personalization tactics in 2016 disproportionately cater to Millennials — consumers born between 1982 and 2000. The last of this generation is now entering adulthood, and as a whole they have expected goods, services and offers to be tailored specifically to them. Smart marketers know customized offerings provide a good in-road into this generation, which is entering its prime earning (and spending) years.
The one-quarter of the respondents who don’t use this tactic are either in a space where personalization won’t appeal to their prospects, or are missing a fairly easy trick for engaging prospects and customers.
The rates of increase and decrease for this tactic’s use are consistent with those in years’ past.