How to Master Millennial Marketing |
Posted: May 23, 2017 |
How to Master Millennial MarketingThe importance of Millennials within the realm of marketing obviously isn’t going anywhere, with these now-adults being at the forefront of most efforts made by advertisers and brands to connect with customers. Millennials are incredibly digitally connected, more so than any generation before them, and much of how they see themselves and the world is based on social media and the digital world. Their purchasing power totals in the hundreds of billions, so understanding this highly connected but also elusive demographic is essential. The following are some of the key ways marketers can reach Millennials and some examples of companies that do it well. AuthenticityMillennials are on a constant quest for authenticity, and tugging at the heart and values system of these consumers is essential. Millennials want to feel connected with the brands they’re buying at a deeper level, and they also want to feel like the businesses they shop with have a human persona. Cynicism is at are at a record high, so achieving authenticity is no easy feat. The effects of inauthenticity are apparent, as companies like Wal-Mart and McDonald’s, which are seen as being anything but authentic by Millennials are starting to suffer as a result. Despite the fact that it’s certainly not a new platform, a lot of businesses and brands still struggle with using Instagram. They’re not sure how to make it work to their advantage, but one option is to follow in the footsteps of the Hanz De Fuko company. This haircare company promotes #hanzdefuko across all of their marketing, and they encourage customers to share their experiences with their products. This is good because it also lends to the overall authenticity of the company’s image and marketing as well. Using Instagram should also be a way to create brand ambassadors that will do a lot of the work for you when it comes to sharing how great your company is. PersonalizationMillennials like companies that they feel are marketing directly to them, and that’s somewhere Nordstrom has invested heavily in recent years. They have put a lot of their resources into using data to create completely tailored customer experiences. Nordstrom is winning the game among retailers, many of which are struggling right now, because they’re letting shoppers guide the experience, rather than trying to guide it themselves. Casual ApproachFinally, Millennials are a group that likes to have fun, and they’ve done well so far especially regarding balancing work and the rest of their lives. They tend to be pretty casual in how they want to be spoken to, and there’s no need for all the formalities that used to be found in marketing, even in traditionally very stiff industries like finance and banking. For example, Simple, which is a leader in Fintech among Millennials right now, not only differentiates itself as the opposite of traditional banks, but they also have a voice that cuts out corporate formality. Simple speaks to its audience outside of conventional language used by banks, and they provide not only a casual tone but the sense of human connection that Millennials demand.
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