Marketers have been urged to strengthen their consumers’ sense of brand loyalty by targeting them earlier.

According to Marketing Week, if companies devote a significant amount of time and money to courting the attention of sales leads from a younger age, they are likely to retain these consumers’ interest and custom in years to come.

The publication highlighted the recent Buckingham Report, which revealed that younger demographics are usually seen as early adopters of many digital and direct media technologies, so these platforms would be an ideal way to reach out to them.

Social media is also a powerful way to capture younger sales leads with a high proportion of disposable income, and many marketers are capitalising on the growing popularity of these outlets by using them for direct marketing activity, Marketing Week added.

Tania Jackson, managing director of Red Idea, recently said that social media is becoming increasingly popular with smaller firms because of the strong level of measurability it offers.