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Marketing to Millennials: Content is King!

Thursday, December 04, 2014

With holiday shopping now in full swing it is the perfect time to talk about the do’s and don’ts of marketing to one of the largest generations of today; the Millennials. Understanding your market is key when deciphering the best strategy to reach them, and what better person to learn it from than a Millennial herself! 

The Millennial generation is made up of over 80 million people in the U.S. alone and is comprised of those born between 1982-2004, with ages ranging from 18-33. This group is known as the most educated, opinionated, and connected generation, and is drastically different than previous eras. Millennials grew up with technology at their fingertips and as a result are native to the digital world. Their digital expertise plays a large role in what separates them from past generations. They use their tech savvy skills to research before they buy, share their opinions, and gather all information needed to make an educated purchase. To Millennials, the experience is what sells them, not the sales pitch or even the product itself. Contrary to common belief Millennials are brand loyal; their loyalty is just harder to come by and takes time and effort to maintain. These digital natives know what they want and are responsive to companies paying attention to their specific needs. They are not afraid to speak up when they don’t like the product, however when they are satisfied they’re your biggest advocates. This vocal bunch uses social media more than any other generation with active usage on a daily basis and across all platforms. 

Now that we have an understanding of who the Millennials are, lets discuss the best strategy to reach this unique cohort. The best way to create a lasting relationship with these young consumers is by appealing to their individuality. One size does not fit all with this crew! Millennials need to feel they are being treated in a way that best pertains to their specific needs, which means engaging on a personal level. Companies looking to appeal to this diverse group may also want to boost their corporate social responsibility. Millennials pay attention to the companies that “do good” and are willing to voice their opinions about those who do not meet their expectations. Another crucial key to approaching this clever market is to display transparency and authenticity in order to avoid Millennials feeling like they are a part of a business ploy. Millennials want to be in the know, and they don’t stand for deceitful marketing tactics. By appealing to individuality, doing good, and being real you are essentially building the beginning fundamentals to a friendship.

It is also important to understand the strong personality characteristics of Millennials when developing a marketing strategy. Don’t bombard them with media, instead develop a friendship, keep them interested and make them confident you have their best interest in mind. Millennials hold a lot of power when it comes to making or breaking a company using social media. This social media influence is a large reason why companies need to use friendship to get on their side instead of throwing advertisements at them like they have done with past generations. 

So, how can you befriend this creative mass? Make them feel special by offering exclusive content that they can only find on one of your social media pages. The reason fans follow you in the first place is to see material they can’t get anywhere else. So, engage with your followers; like their posts, leave comments, ask questions, and be consistent. Consistency is key, and content is king with this generation.  They have a short attention span and if you are not entertaining them with persistent and original content, then they are going to drop you like a bad habit. When creating social media content, keep in mind that Millennials want to be inspired, motivated, and moved, so give them something to marvel over.

Recognizing what fuels your consumer is more important now than ever before. Millennials will define the future of marketing so businesses can either get on board or be left behind.  

Written By: Deanna Di Marco

Posted by Tracy Ryan