This book takes readers through a 360-degree perspective of social media in businesses.
Millennials — adults who are between ages 18 and 34 — wield $1.3 trillion in annual buying power. That’s certainly enough to create any marketer sit up and get sucked in. But despite common misconceptions of the group as an individual, narcissistic entity, U.S. millennials are diverse. Nearly 43 percent are non-white and roughly twenty five percent speak a language apart from English in the home.
With such a diverse group — and such preconceived notions about its personality and interests — it could be hard to know how to overcome marketing to the generation. However, there are specific characteristics that are shared between almost all millennials, and the ones that aren’t could be targeted through niche marketing.
1. Rock your mobile marketing.
Marketing through cellular devices is important generally, but considering that 85 percent of millennials in the U.S. own smartphones, it’s essential when you’re targeting this generation.
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To master mobile marketing, first consider the fundamentals. Are your landing pages optimized for mobile? Are they too graphics-intensive, making load times longer with slower connections? Is your proactive approach clear, even on a smaller screen?
After you’ve done that, it’s time to get creative. Brian Wong, himself a millennial, determined how exactly to integrate advertising natively into mobile gaming by allowing companies to provide rewards after in-game accomplishments. His company, Kiip, also integrates advertising with other styles of mobile apps, allowing companies such as for example Gatorade to provide rewards to users — in this situation, after specific fitness accomplishments.
Finding methods to integrate your advertising natively into popular mobile applications and programs, particularly if it’s styled as an incentive, is an excellent way to attain millennials.
2. Target social groups, rather than life stages.
Millennials will be the most non-traditional generation up to now, plus they don’t value traditional life-stage advertising just how previous generations did. They view life differently. The term “family” has many different meanings, not absolutely all of which are linked to marriage. “Community” includes a variety of meanings aswell, and their physical neighborhood isn’t likely the very first thing they think about.
Furthermore, milestones such as investing in a home are less attainable for most millennials, given the fiscal conditions they face. And that’s assuming they even want to — an evergrowing trend among teenagers is to work toward a location-independent, traveling lifestyle. Adult life isn’t linear for millennials, and advertisers need to adjust accordingly.
Rather than concentrating on life stages, target millennials predicated on social groups. For instance, you can concentrate on population segments that are attracted to social causes, those people who are in alternative lifestyles or those that avidly follow specific social media personalities. Millennials are more likely to truly have a strong attachment to these social identities than they are to strongly identify with a particular stage of life.
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3. Be relevant and engaging.
While this plan obviously pertains to all generations, it’s necessary for millennials. A great deal of millennials haven’t known a global without the web and social media. Subsequently, they’re the last group you will probably simply accept your message on face value and take the action you request.
Instead, millennials are centered on solving true to life problems through online research — both browsing and social media. Brands that may bring relevant, simple answers to real world problems will be the ones that are likely to win attention out of this generation.
Furthermore, you should be engaging. Roughly 95 percent of millennials say that friends will be the most credible way to obtain product information. Therefore when you can engage a person base within this generation and create brand evangelists, you’ll see greater results than you will through any other type of traditional online marketing. The ultimate way to get your message heard among millennials is to have millennials themselves spreading the term.
All this means that you should be relevant, engaging and building community as you share your services and products. Otherwise, millennials will ignore you as just portion of the inevitable noise of a connected world.
Marketing to millennials doesn’t need to be hard. By rocking your mobile marketing, targeting social groups rather than life stages and being relevant and engaging, you’ll definitely make a splash with this demographic. Beyond these three tips, you’ll want to segment the populace and drill right down to the precise ideal buyer you’re targeting. Millennials are incredibly diverse, therefore the more segmentation you can perform, the more return you’ll see for your marketing dollar.
How will you market your service or product to millennials? Share your ideas and experiences in the comments section below!
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