With mobile adoption and reliance accelerating rapidly in recent years, marketers are having a difficult time reaching and connecting with mass audiences in any meaningful way through traditional marketing and advertising tactics.

According to a new report from Mobile Commerce Daily, the segment of consumers classified as “Millennials” is particularly susceptible to mobile marketing and exceedingly willing to engage with brands via mobile.

As Millennials mature, however, “marketers who are not prepared to make the necessary adjustments to meet those needs could suffer.”

“Unless Facebook evolves, mobile marketing will not be as dominated by Facebook because Facebook is useful for only a specific task and set of activities today, and it does not cover a large part of the consumers and their activities and needs online,” Erich Joachimsthaler, the CEO of Vivaldi Partners Group, tells MCD. “Marketers will have to decide what consumers they target and how they engage them; the types of engagement are significantly different from one consumer segment to another.”

Freshly published data from NetBase and Edison Research reveals that it is critically important for Millennials “to be the first to know about a new product.” This is why the immediacy afforded by mobile and social media marketing is critical for campaign effectiveness.

“Nearly one-quarter of Millennials say they are willing to pay a higher price to be the first to have a new product, compared to 15 percent of all female social media users,” said Gretchen Hoffman, vice president of marketing at NetBase.

Bottom line? An aggressive mobile-first approach by retailers in their marketing could be powerful in reaching Millennials now and in the future.

To read the full report from Mobile Commerce Daily, click here.