A Millennial’s Guide To Marketing To Millennials.
Some consider me a millennial simply for my date of birth. Some consider me a millennial for my dependence on my iPhone. Some may even say I’m anti social because of it. Yet my knowledge of technology can be gold dust to marketers.
Let’s examine both sides of the millennial coin…
1. Technology is second nature to us
We’ve grown up with technology, so naturally it’s often the best way to reach us. That said, we’re not necessarily identical in our interests. We all favour one platform over another, gravitating towards certain devices through personal choice.
Naturally, we gather news and other information through social media. So for marketers, it’s all about filling in the gaps at the perfect moment. YouTube channels, Facebook and generally surfing the web is second nature to us, so content must be eye catching. You think we’re going to stop and click something dull and uninformative when there’s a meme below? Think again.
How to utilise this: There isn’t a ‘one size fits all’ strategy for millennials and technology. Instead, marketers need to define their approach according to the characteristics of each platform.
YouTube: For those who seek visual entertainment.
Twitter: For quick readers who are usually on the go. Be snappy with your strategy.
Facebook: For the procrastinating user. You can be lengthier in your content, but it must remain relevant.
Snapchat: For those who value sharing and communication. They’re open to telling everyone what they’re doing and where.
Advice: Pick a social media channel that fits your purpose and industry.
2. We’re suckers for quality at good value
Naturally, millennials have a sixth sense for understanding trends. In the world of fast-paced technology, you would have thought we were impulsive in our purchases. But not always. Instead, we understand how temporary consumer trends can be. There is always going to be someone else doing something new to catch our eye five minutes up the road.
Sure, we love a fancy high quality brand from time to time. But we’re not quite ready to go flashing our well earned cash just yet on a passing fad. If there’s an identical item at a fraction of the cost, we’ll find it. As consumers we want to feel like we’ve bagged ourself a bargain.
How to utilise this: When we shop, we aim for two things. Value and worth. Does it fill a void in our lives? Is it worth splashing out on? We need to be convinced it’s worth our time (and money) or we’ll be off in an instant.
A little heads up: We are whizz kids at research. We may not spend hours writing reviews, but we sure will read what others have to say.
Advice: Get customers to post reviews anywhere and everywhere you can, we’ll be sure to truth their feedback over pushy marketing any day.
3. We can be suspicious buyers
As consumers, we value the truth. We have learned that way too many people lie on social media, across the internet and on TV. So why should we trust you? Marketers can earn our respect and trust by being straight forward. Tell us what it is and how much it is. We want to know why we should have it in a rational manner, without the wish-washy sales pitch.
How to utilise this: Millennials value connection. If we can relate to it, you’ve got us hooked. In order to understand millennials as consumers, marketers must define how their product or service can help us.
Advice: Think about using trust marks, making your environment secure. We also want to know what you’re going to do with our information. Be open, all the way.
First impressions count. A lot.
We scroll past thousands of news stories, media and conversations on the daily. We follow and unfollow people on Twitter within seconds and get put off when bombarded with marketing. As consumers, we learn pretty quick through channel hopping and scrolling through social media. Time is precious.
How to utilise this: Marketers have to make every second count. Intrigue us with something we can relate to and you’ll instantly grab our attention. Give us the best you’ve got, while keeping us focused. We’re familiar with juggling multiple screens and checking Facebook while watching Netflix, so if you manage to grab our full attention, you’re golden.
Advice: Don’t post filler content for the sake of posting something. Make sure your content is relevant and reflects what you’re about.
