Guest Blog Post from Tim Argenas – Account Manager, Ibotta

While women are perceived as the primary shopper in the household, their male counterparts are actually better at saving money in the grocery store.

Reaching and connecting with a savvy millennial male in a digital world can be an extremely challenging task for marketers. However, this mobile-centric group is willing to engage if the approach is right. Beyond just digital, mobile marketing adds an additional layer of complexity with smaller screens, minimal attention spans, and a million mobile applications to choose from. So, where do you begin? As you consider mobile in your marketing mix, keep in mind the key areas below to effectively build strong brand loyalty and a positive relationship with male consumers.

1) Don’t interrupt what we’re there to do

As a MEN-llennial myself, one who reads all of his daily news through several mobile applications, there is one aspect of this experience that can be quite annoying: sponsored ads. They seem to be everywhere I look – in front of everything I want to watch or read.

“Yes, I see you. No, I don’t care right now.”

The frustration is not just their interruptive experience, but that even a good ad that captures my attention still takes me outside of my current experience and into another environment. Typically, our next move is to become annoyed and quickly return to the original content. As you think about in-app advertising look for truly native in-app experiences where users are the publisher’s first priority.

2) Don’t force content on me if you want a positive reception  

I receive a text from a friend; it’s a link to a funny video that he insists I watch. Once I click the link I am taken to YouTube and…you know the drill, I’m forced to watch a random video and wait for the skip button to appear – or as I like to say, “my click penalty.”

Wouldn’t it be better if I chose to watch that video, and then actually watched it to completion? Video is an extremely effective marketing medium, especially when targeting the male consumer, but only when done right.

The right place. At the right time. When evaluating mobile publishers, consider premium platforms where disruption and user choice is taken into consideration.

3) Be relevant and the results will follow

Targeting me as I read the news or when I’m in entertainment mode is not an ideal moment. Sharing your brand messaging when I am in a purchasing mindset, planning a trip to the grocery store, or when I’m in discovery mode looking for a unique recipe to bring to a party, is ideal. When planning a digital campaign for your brand, try to target key moments and mindsets.

Mobile presents a million challenges but just as many opportunities for marketers who consider the user experience, and the moment when they interact with their consumers lives.

Posted by Tim Argenas – Account Executive with Ibotta

About Ibotta
Ibotta, a Denver-based mobile technology company transforming the consumer shopping experience by making it easy to earn cash back on your phone. Ibotta partners with leading brands and retailers to offer cash back on groceries, electronics, clothing, gifts, home & office supplies, and much more.  To date, consumers have earned more than $25 million using Ibotta.

With a one-of-a-kind user experience that’s proven to drive in-store sales and consumer loyalty, the world’s leading brands continue to leverage Ibotta as a key pillar of their digital programs and omni-channel growth strategies.

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