Every generation requires a shift in how brands target and research their audience. However, none more so than the Millennial generation. Millennials, which include more than 79 million people between the ages of 21 and 38, are now the largest generational segment in the United States. Their purchasing power, the ability to influence their peers, and reliance on technology makes them an important generation to consider when marketing your brand and products.
Millennials are a difficult generation to market to due to the fact that they do not respond well to traditional marketing strategies or tactics. In order to seize this opportunity, it’s crucial to understand what makes this audience unique before trying to reach them through typical marketing tactics.
To win — and keep — their attention, marketing campaigns must be fun and engaging. Millennials are quick to change their mind, so maintaining their engagement with your brand is equally as important as attracting them in the first place.
Below are nine tips for how to reach them with your marketing:
- Think beyond the typical ways of advertising
Millennials are by far the most tech-savvy generation, and you should assume that every claim and headline will be researched and checked online and within their social networks. (check out our post on Doing 'Native Advertising' Right) - A great digital experience is critical
Millennials expect that they should be able to use multiple devices and methods when interacting with your brand. If you’re not thinking about mobile, social, apps, and the overall user-experience they will leave you for someone that does. - Meet them where they are
Don’t just rely on your own channels and website. Take time to understand your Millennial audience and develop a strategy to be present and relevant where they are spending their time. To be successful, you must be proactive and go to them.
- Provide experiences
Connectivity means sharing. Give this audience something worth talking about. Millennials tend to be drawn to marketing that promotes a lifestyle, rather than just product benefits. - Be human and empathetic
Millennials understand that brands are trying to sell products and services, but that doesn’t mean that they want to feel like they’re talking to your “social media department.” Make sure that you humanize your brand, and take the time to understand their issues and provide relevant solutions. - Provide Guidance
Millennials are interested in advice and proactive guidance. They’re entering a stage where they are being faced with significant life events and are looking for guidance beyond what their parents can provide. - Use video liberally
If there’s one tactic worth investing in when reaching a Millennial audience, it’s video. Millennials spend 48% more time watching online videos than the average internet user. Quick, but entertaining, educational content on your site and social channels will go a long way. - Use humor in your marketing
80% of Millennials claim that they are more likely to remember an ad if it is funny. Make sure that your content is engaging and meaningful. They consume a lot of content across various devices and have learned to quickly judge what content is valuable and what isn’t. If it’s not valuable to them, they will leave and won’t return. - Incentivize reviews
Many Millennials read online reviews and testimonials before buying or signing up for products and services, however, they rarely write them without being asked or given an incentive.
Many brands have missed the mark with the Millennial audience because they didn’t take the time, or put forth the effort, to adjust their messaging. However, by taking the time to understand the factors that influence this generation your brand can create successful marketing campaigns that are sure to build the foundation of long-term —and valuable —customer relationships.
My background in marketing strategy and consumer behavior research positions me to discuss the nuances of targeting different generations, including Millennials. The profound impact of Millennials on marketing strategies stems from their sheer numbers, technological immersion, and distinct consumer behavior. Here's a breakdown of the concepts woven into the article:
Millennial Audience Targeting:
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Generational Characteristics: The article underscores Millennials as a key demographic due to their vast population (79 million), technological adeptness, and influence on consumer trends.
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Resistance to Traditional Marketing: Millennials are portrayed as resistant to conventional marketing methods, necessitating a more nuanced approach to engage them effectively.
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Engagement Strategies: The article offers specific strategies tailored to engage Millennials:
- Diverse Advertising: Emphasizes the need for innovative advertising approaches beyond traditional methods.
- Digital Experience: Highlights the importance of seamless user experiences across multiple devices and platforms.
- Omnipresence: Advocates for brands to establish a strong presence where Millennials spend their time.
- Experiential Marketing: Encourages creating experiences that resonate with Millennials' lifestyle aspirations.
- Humanized Interaction: Stresses the importance of authentic, empathetic brand communication.
- Guidance and Advice: Addresses Millennials' inclination toward seeking guidance in significant life events.
- Video Content: Highlights the efficacy of video content in engaging Millennials.
- Humor in Marketing: Emphasizes the use of humor, as Millennials respond well to entertaining content.
- Review Incentives: Encourages brands to incentivize Millennials to write reviews and testimonials.
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Long-term Customer Relationships: The article concludes by emphasizing the potential for brands to build enduring relationships by understanding and adapting to Millennials' preferences and behaviors.
This comprehensive breakdown encapsulates the multi-faceted strategies essential for successful Millennial-focused marketing campaigns.
