Youth aged 15 to 34 have around R120-billion in disposable income and are actively saving and investing (63%), according to the GenNext Youth Behaviour Report.

Brands can benefit from paying attention to this tenacious audience. 

Marketing teams need tools that enable them to reach these audiences directly, creating authentic experiences that build loyalty and potentially long-term clientele.

Financial institutions, as one example, can create hyper-personalised and hyper-targeted campaigns to cross-sell products and services that evolve with this audience and their stage of life, says Flow.

Flow Data partnered with DigsConnect to create an opportunity for brands wanting to reach this audience. DigsConnect is the largest student accommodation website on the continent, pairing up students and young adults looking for a place to stay with homeowners looking to rent out their properties on a long-term basis, says Flow. 

According to Flow, DigsConnect currently has more than 170 000 student and young adult users and this alliance with Flow Data enables relevant brands to reach students and young adults with relevant marketing based on:

  • monthly rental prices
  • types of student funding
  • university, and
  • stage of studies. 

The depth of this targeting capability allows brands to access high-quality, highly engaged potential customers, says the company. 

Brands can communicate and engage with this premium audience of hyper-targeted students and young adults and build meaningful experiences.

Obsessed with adding value to student users and creating experiences through their platform, Flow says that it is unlocking partnerships that provide students with access to deals and marketing opportunities that are relevant to them, all while ensuring their direct personal data is kept private and secure.

In short, this partnership gives brands an opportunity to connect meaningfully with their ideal, young audience segment and create relevant engagement through focussed media spend, says Flow.

Founder and CEO of DigsConnect Greg Ramsay-Keal says, "Working with Flow gives us the opportunity to work with exciting brands on some incredible campaigns that we believe will add value to the student experience for our users. We are proud to be affiliated with experts in the data and marketing field, Flow, in bringing this to life."

According to Flow, prioritising the use of first-party data and contextual advertising can be the difference between turning a market shift into an opportunity or succumbing to it. Innovative companies adopting these intelligent approaches to audience engagement are actively creating new narratives, increasing their return on investment and reducing wasted media spend. 

Engaging with audiences with agility and respect while ensuring first-party data remains clean, private and secure, makes the future brighter for everyone, says Flow.

"We have prioritised data and data-powered adtech from the outset, creating data solutions that enable brands to reach relevant audiences. Partnering with businesses like DigsConnect deepens the layers of relevant audience data we can provide, giving brands the ability to really see their audiences and connect with them properly," concludes Flow's co-founder and co-CEO Gil Sperling. 

For more information, visit www.flowliving.com. You can also follow Flow on Facebook, LinkedIn, or on Instagram. 

*Image courtesy of Canva