Can’t Fool Millennials
Not Now. Not Ever.
A marketer is often prone to thinking “why don’t I craft one standard promotion, and utilize this fella at all possible junctions.” Readily enough, operations and accounting happily agree (less work for them usually equals faster approvals). Course chartered, ships ahoy.
But such thinking is often found to be folly. It worked in the era of the 60s and the 70s, when people ate whatever news they were fed and asymmetric information was the norm of the land. In the UAE, there are perhaps three or four primary lifestyle platforms (not counting banks, because seriously, why would you). Counting secondary and tertiary applications and websites, the number probably lies in the twenties. And in today’s digital age, the consumer knows your brand’s discount on all of em.
It’s not very hard to find a promotion anymore, because most people don’t mind waiting 0.85734 seconds for Google to spit out link after link after link. This problem becomes increasingly compounded when targeting millennials. The millennial generation is the vast community of tech savvy, digital natives. Believe me, if you’re doing something, they know it. And they don’t like being fooled. When your brand lists the same promotion on 10 different platforms, and all 10 promote the fact that they have your brand, the millennial customer gets frustrated.
As Jedi Master Yoda once said,
“Frustration leads to discontent. Discontent leads to anger. Anger leads to blowback. This is the path to losing customer trust.”
Disclaimer: he didn’t actually say this, but you get the point.
Don’t let this be you. Our suggestion? Sit down with your data, and decipher your two or three most important market segments. Then pick two or three platforms that best help you hit those segments. And for god’s sake, craft a special discount for each one. Don’t be everywhere at once. Know what you want, and concentrate your efforts on hitting that mark.
