Combining Digital and Newspaper Ads to Broaden Your Reach With Millennials

Dog delivering newspapers
You've probably noticed that articles about millennials are taking over the news and internet. From "Millenials Are Not Motivated by Avocado Toast" to "Why Millennials Are the Worst Drivers in America," the internet is chock-full of things to say about this generation.

One headline you won't be able to find is "A Surefire Way to Increase Brand Awareness With Millennials." Being the largest demographic group in the U.S. and consisting of over 80 million people, millennials will have a colossal spending power of $1.4 trillion by 2020. That's a lot of potential revenue to gain from loyal customers.

How can your organization stand out amongst all the rest? After doing some research, we have a few tips.

Hot off the Press... and the Smartphone? How Millennials Read the News

How exactly are millennials getting their news?

You guessed it. This survey found that 75 percent of millennials are utilizing their smartphones to access news channels. Because we know Americans check their phones every 12 minutes, this isn't surprising.

What is surprising is that Vividata has found that a whopping 88 percent of millennials still read newspapers and magazines. The VP of consumer marketing for the New Yorker even said, "Millennials are choosing print overwhelmingly, or digital and print." To broaden your reach with millennials, your business should invest in ad space on both paid news sites and newspapers.

When using print, one of the best ways to call prospects to action is by placing a coupon or incentive on the ad, along with a URL to drive leads to your website and a local number to build credibility and drive calls. Specify a timeline to invoke a sense of urgency. To track online-to-offline conversions, Dynamic Number Insertion (DNI) can help you identify what keyword prospects searched for before they called you.

Make sure your online ads correspond with your print ads. If one channel is not driving as much ROI as another, evaluate which ads brought in your most valuable leads and adjust your ad campaigns.

Millennials Are Willing to Pay Extra! Extra! (Read All About It)

Believe it or not, 18- to 34-year-olds are willing to pay extra for print news or an online subscription to a news source. They're also willing to pay extra for a product or service from a company that offers a high-quality experience.

What steps are you taking to guarantee the best customer experiences for those interacting with your agents on the phone? Are you certain that inbound calls are being handled in the most effective way possible? By implementing call monitoring, you can save any missed customer service opportunities with real-time recordings and documented response rates. Not only will you know which advertisements worked via call attribution, but your customer service will also be top notch when phones start ringing off the hook.

Interested in hearing more about integrated marketing approaches? Check out "Direct Mail vs. Email: Which Channel Should You Focus on in 2018?"