Millennials are thought to be the innovators of the marketing world. These are the individuals who make purchasing decisions based more on what their friends recommend and who also think the cronut was the best pastry to ever exist. It is a weird bunch, to say the least. However, this is also a group of individuals who know what they want. Marketers are having a difficult time coming to terms with this idea.
This age group spends more time using mobile apps, more than their younger counterparts (18-24 y/o demographic). What this means for marketers: mobile marketing is going to change in order to get more of these consumers onto a product or service. What makes this all the more difficult is the fact that Millennials usually ignore traditional ways of advertising. This also means that eventually mobile marketing will make its way out and eventually have something to take its place. Sticking with word-of-mouth marketing tactics seems to be what this generation wants more of, rather than anything else.
What this all means for marketers is not that mobile marketing is not working, but new ways of thinking need to start making a name. Millennials want new and interesting tactics to be used.