Can that corporate marketing schtick. Brands need to toss out their traditional advertising to better connect with digitally dependent college students. A report from NAM Youth Marketing details how reaching the ever-evolving campus is anything but straightforward, citing statistics on how the plugged-in generation engages and consumes, often while using multiple devices simultaneously.
Exactly how connected are tomorrow’s leaders:
- 60% of their day is spend interacting with technology.
- 53% of Millennials would rather give up their sense of smell than their laptop or phone.
- 48% of 18- to 34-year-olds check Facebook when they wake up, with 28% doing it before even getting out of bed.
- 75% of Millennials use their smartphones in bed before going to sleep and 90% check their phones first thing in the morning.
For more about making the grade in the burgeoning collegiate market, see this report in Retail Environments magazine.
But it’s not as simple as smartphones equal smart marketing. It must be social, fun, and imaginative. Brand ambassadors, word of mouth, and peer-to-peer recommendations also strongly resonate with students.
The report shows 92% consumers around the world trust recommendations from friends and family above all other forms of advertising; 70% trust consumer opinions posted online. Only 29% trust text ads on mobile phones.