Digital marketing creates a lot of opportunities for business owners to connect with their target audience, but this versatility has a drawback. With so many options to choose from, how can marketers be sure they're using the most effective method of reaching modern consumers. A recent survey from Euclid Analytics and Harris Poll provides a lot of useful insight into what specific audiences want to see from digital marketing when shopping in-store.

Earlier this year, Harris Poll interviewed more than 2,000 U.S. consumers as part of Euclid's "Bringing Digital Marketing In-store Report". The researcher takes a closer look at how factors like age and gender affect the way consumers respond to certain marketing campaigns.

"To understand how this blended world affects shoppers' expectations in brick-and-mortar locations, Euclid commissioned this survey, conducted online on their behalf by Harris Poll," wrote the researchers in the executive summary of the report. "The findings reveal differences between millennial men and women's shopping preferences, the surprising wants of baby boomers, and how a majority of customers want to receive communication from a store after a visit."

Advertisers can use this data to help them create digital marketing campaigns that succeed with their target audience. Most business owners realize that young adults and technology are important, but the data from this survey helps marketers chart a specific course for reaching their target audience in a sea of consumers.

The study shows that all Millennials are not created equal. The battle of the sexes is alive and well when it comes to digital marketing, with each gender wanting something different from in-store online marketing. According to the study's authors, men were more likely to be attracted to digital marketing strategies that promote convenience. Whereas Millennial women responded better to digital tactics that feature personalization.

This can be easier to understand with a few examples. Here are some of the findings the researchers made in their report:

  • 68% of men aged 18 to 34 who own a smart phone or tablet say that if a retailer or other business offered guest Wi-Fi they would be very/somewhat likely to use it for getting faster check-out via an exclusive VIP lane.
  • 61% of these same males also say they'd be very/somewhat likely to use the guest Wi-Fi service to get in an exclusive line for in-store services such as technical support, customer assistance, or online order pick-up.
  • Millennial men say they would be very/somewhat likely to use Wi-Fi to request the help of a store associate than millennial women, 53% vs. 42%, respectively.
  • 74% of Millennial women who own a smartphone or tablet would be very/somewhat likely to use in-store Wi-Fi services to get instant access to an exclusive gift, daily deal or coupon for that day's purchase.

Looking beyond Millennials, the report also has data on Baby Boomers and Generation X, the other generations of great concern to marketers. Even though in-store digital marketing is a relatively new thing, the data shows that even Baby Boomers are picking up the new technology when it's includes features that they find convenient or that can save money.

For example, Baby Boomers were nearly half as likely as Millennials to use digital tools to get help from a sales associate in a store (26 percent compared to 47 percent). However, Baby Boomers, Gen Xers, and Millennials all showed interest in digital campaigns in store that offered in-store discounts and same day bonuses, or when the campaign was linked to a loyalty rewards program.

The Baby Boomers surveyed by Harris Poll were still less likely to use digital marketing than their younger counterparts, but the report shows that there are ways to encourage them to engage with digital content while shopping in-store.

One important takeaway from all of this is to make sure to get permission from consumers before trying to send them online marketing materials. All generations in this survey showed pretty much equal concern for privacy and content. About three fifths of everyone surveyed reported wanting to have control over the method used to contact them for digital marketing and having the chance to consent to receiving marketing messages via email or text.

There is a lot of great information in this report, and it's worth it for marketers to check it out in its entirety. Finding the best ways to integrate digital marketing into the in-store shopping experience is a surefire way to increase revenue for brick and mortar retailers.

For more recent research on Millennials and marketing, read this article on how Millennials respond to email marketing.