For advertisers that
have a target demographic that skews to younger adults, more than likely, these
advertisers are interested in the millennial generation. Approximately 19
million+ of them are college students in the United States. The potential of
this population’s spending power is highly attractive.
eMarketer reports on a
survey produced by the Student Monitor in fall of 2014. One of the questions
inquired how students like to receive information on a product or service. The
top five methods were:
Word-of-mouth: 48%
Ad on the internet: 39%
Ad on TV: 31%
Free samples in a store:
29%
Information on the
internet: 21%
From reviewing the
responses, an advertiser can glean that college students trust peers, the
ability to see the product and try it out prior to purchasing, and will notice
details in Television and internet ads in addition to websites.
Try working a marketing
plan based on those parameters and see if there is a measurable difference
between previous campaigns and the current plan. If it helps improve the return
on investment (ROI), continue. If it doesn’t, re-evaluate to see what the least
effective component to the plan is likely and remove it.
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