Webinar Review - Mobile Marketing Tips for Every Generation

Hello everyone! Today, I’d like to share my review of a webinar called, Mobile Marketing Tips for Every Generation. It originally took place on May 16, 2023, and was hosted by Molly Coke from Firespring. The webinar recording is available online. This webinar focused on how Boomers, Gen X, Millennials and Gen Z, view media on their mobile devices.

Why your social media appearance matters! 

Before delving into the mobile habits of each generation, it’s good to know why the user experience, regarding mobile devices, is so important. 

Speed. Websites need to be fast! After approximately 6-10 seconds, users will abandon a page if it doesn’t load. 

Navigation. The user wants a seamless experience. If the user has to pinch the screen, do a lot of scrolling and search for links, you’ll lose them! 

Consistency. Websites need to look the same on both desktop and mobile devices. If someone is viewing your website on a computer and then later views it on their mobile device, they’ll expect the information they previously sought to be in the same location. If not, you’re going to frustrate and ultimately lose your viewer. 

Boomers 

Every generation is embracing the mobile world.
It’s time to get to know how to market to them.
Photo credit: hoole.co 

70% of this generation uses the internet on their phone; email, Facebook and various texting apps. They also use their mobile device as their primary phone, as opposed to a landline. If you want to reach this generation, these are the tools to use. 

That being said, it’s important to remember that 30% don’t bother with the internet. Phoning or usingsnail mail is still a great option for communication. Not only will the majority actually read what you send, chances are they’ll respond to you by mail as well. So go ahead and send that newsletter, survey or fundraising ask, you might end up receiving the response you are looking for! 

Gen X 

This generation likes to use their devices for practical things like consulting maps, choosing restaurants or reading the news. They will also use it to research organizations before they donate (another reason you want a mobile friendly website… donations!) They have a strong presence on Facebook and Twitter. They are also the generation that spends the most time on social media. 

Want to reach this group on Twitter and potentially have them share your content? Tweets with images are 150% more likely to be retweeted than text only. So, get out there and take some pictures!

Millennials 

This is where social media changes a bit. This generation is influenced by on-line reviews and enjoys platforms such as Instagram, Snapchat and YouTube, not just Facebook. 

Snapchat users are 50% likely to open a snap from a brand that they have never heard of. Millennials want the causes and brands they love to have purpose and meaning. They want openness and honestly when it comes to purpose statements and values. They want something that they can get behind and form an emotional connection with. 

If you don’t currently post videos or have a YouTube channel, you might want to put it on your ‘to do’ list, because this is the best way to reach this demographic. 

Gen Z 

This generation is the most likely to use digital fundraising. Targeting them during your next on-line campaign might be a good idea. Statistically, 27% have raised money for a cause and 32% have donated to one. Seems to me it would be a wise decision to welcome this generation into your volunteer program, and especially on to your fundraising or event committees. 

This group also likes off-line media. They don’t mind getting their communication in the mail. Next time you’re doing a mail campaign, be sure to include Gen Z! That being said, you still need to hold Gen Z’s attention. The literature you send out has to tell a good story and use an assortment of visuals, or you’ll risk losing their interest. 

Quick Stats 

Video is worth the time and energy to produce.
It doesn't have to be fancy!

Did you know that in one week, 45% of people watch over an hour worth of video on Facebook and YouTube? If you need help convincing yourself or your team about trying out video for your institution, this stat should help. 

Never underestimate the power of sending text messages. Bulk texting tools can be explored for maximum results. According to the stats provided in this webinar, 98% of text messages are read within 3 minutes of receiving them. 

Make sure your emails are loading properly. Do a test or two before hitting send to your audience. Statistics say that an email will be deleted within 3 seconds if it does not load or display properly. 

In Short… 

Keep in mind who your target audience is when tailoring your messages. What platforms do they use the most, what is the best way to grab and hold their attention? Don’t be afraid to try communicating in ways you traditionally haven’t, you might just surprise yourself with a whole new audience or improve your relationship and engagement, with the supporters you currently do have. 

I hope this webinar review will be useful to you the next time you’re doing a mobile campaign. If you'd like to watch the webinar, click here. Thanks for reading!

~Katie