To determine which marketing strategies appeal to millenials the most, the researcher constructed five different hypotheses, based on the review of literature.
The first two hypotheses are derived from the idea that Millennials favor advertisements that are the less intrusive and have an aversion to forced ads. The first of these hypotheses is, Millennials prefer side-panel ads.. The survey done revealed that this hypothesis is proven to be true. Although, based on the responses of the participants, side-panel ads are not the most prefered form of advertisement. Instead, coupons are the most favored form of advertising by Millennial. Aside from side-panels and coupons, YouTube ads, email updates and ads in the form of games are the alternative forms of digital advertising that Millennials prefer. It is also important to note that pop-up ads recieved the least amount of positive responses, which is supported by the next hypothesis.
The second hypothesis that is based on Millennials preferring less intrusive and forced ads is, Millennials do not like pop-up ads. After analyzing the responses of the participants on a Likert scale through a one-sample t-test, the second hypothesis is highly supported. According to the analysis most millenials do not agree with the use of pop-up ads as a digital marketing strategy. Included in the forms of advertising that should be avoided are un-closable windows, mandatory downloads, and flashing items.The next set of hypotheses are based on the idea that Millennials have the desire to feel special.
It is stated in the first hypothesis that Personalized digital marketing is the most successful at grabbing the attention of Millennials. Unlike the two previous hypotheses, this one is not as fully supported. The reason is that, although 46% of the respondents believe that personalization aids in grabbing their attention, 73% of them believe that graphics do a better job.
In fact, personalization is fourth on the list, right after bright colors, and interactive, which are second and third respectively. Simple, professional layout and ‘Free’ (the word) were among the choices, albeit them being last two. Despite ‘Free’ being the last, it does have a function, it motivates the reader to return to the website. This leads us to our next hypothesis which is Personalization is the most effective strategy for prompting Millennials to repeatedly visit a website Since the hypothesis before this was not fully supported, it also influences this hypothesis. This is evident in the responses of the participants considering the