Seth ChatterleyWhat’s the best technique for marketing to millennials? When we need a question answered, many of us look to Professor Google. If you search “marketing to millennials,” you will be amazed at the number of hits you get. Everybody seems to have ideas about the topic, but there are no real concrete answers. The millennial generation and its millennial mindset “understands its power as consumers, as workers and as future leaders,” according to Adweek. Although Millennial Marketing is still young, there are some proven methods marketers can use to reach and keep millennials. Let’s take a look at these 7:
1. Giving Brands Credit
Millennials are keenly conscious of the fact that consumers talk about brands on social media. They’re also intensely aware of the manufacturer side of the equation. So, millennials love to thank their favorite brands for good customer support on social media and are attracted to brands who maintain a fun, customer-focused presence on social media.
2. Mobile Technique
As stated in The Digital North — the 21st report of the SUBSCRIBERS, FANS, & FOLLOWERS research series: for customers age 18 to 24, 84 percent own a smartphone (compared with 53 percent of those ages 45 to 54). Millennials access the Internet on mobile devices more than any other generation. “Cookies” don’t work for mobile platforms, so being on social media, such as Facebook and Twitter is especially important. Social media sites have the analytics to track what users like, and you can use that information to your brand’s advantage.
3. Blogs Are Trusted Sources
Millennials turn to their favorite blogs for advice on purchases. So how can you use a blog in your marketing plan for millennials?
First, be relevant. People aren’t going to read it if it doesn’t mean anything to them. So, make your content relevant to age, cultural interests, and location.
Second, go for practical value with life hacks, how-tos, and other problem-solving content.
Thirdly, keep it short. Don E. Lindley, Ph.D., Assistant Professor and Program Chair of the Online Master of Science in Criminology at Regis University uses a blog to connect with students, and says, “It’s not that millennials have short attention spans, they just have a lot of content to consume and so little time to do it.” Also, you should use hashtags since Millennials love being part of something, and hashtags are a relevant, trendy way to get them on board.
4. Moving Pictures
Clips from Instagram and Vine, YouTube, and animated GIFs are going to dominate the marketing scene for the millennial generation. We’ll see a lot more email marketing with animated images. You should incorporate video-centric social methods that engage the target audience with both crowd-sourced and also original video. Adding video opens up new SEO routes as an added bonus since millennials are sociable and team oriented.
5. Apple Devices
Based on April 2013 information, millennials planning to make a mobile phone purchase in the next four months are nearly 20 percent more likely to be considering an iPhone (49.2 percent) when compared with shoppers overall (41.5 percent). Along with the industry-leading popularity of additional Apple technologies like iPads, iPods, and MacBooks, and Apple Watch point to the fact that the tech-loving millennials probably prefer Apple products to Android or PCs. Creating apps specifically for the iPhone and other Apple devices is a surefire way to engage the millennial crowd.
6. Offer Them Value
Millennials, like other generations, are always looking for value, but not necessarily the lowest price. For instance, Apple sales have skyrocketed since the early 2000s, even though Apple’s prices are not the lowest. Millennials like to be part of a unique club and will readily assistance an underdog.
7. Ensure Honesty in Content and Community
Millennials will find the money to purchase something of worth, but they do not respond nicely to sales gimmicks or free offers. They’re investing in content and community. They expect transparency in products are developed and produced, and also want to know where a company’s revenue comes from. Being transparent about your brand is one way to attract millennials.
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