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. ” (Smith, 2010).
first of these hypotheses is, “Millennials prefer side-panel ads.” (Smith,
2010). 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.
second hypothesis that is based on Millennials preferring less intrusive and
forced ads is, “Millennials do not like pop-up ads.” (Smith, 2010). 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.
next set of hypotheses are based on the idea that “Millennials have the desire
to feel special.” (Smith, 2010).
is stated in the first hypothesis that “Personalized digital marketing is the
most successful at grabbing the attention of Millennials.” (Smith, 2010).
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.
leads us to our next hypothesis which is “Personalization is the most effective
strategy for prompting Millennials to repeatedly visit a website” (Smith, 2010).
Since the hypothesis before this was not fully supported, it also influences
this hypothesis. This is evident in the responses of the participants