Understanding how to market to the Millennials has been difficult for most marketers. But if you take the time to understand what this unique generation is all about, you might be able to establish a relationship with a demographic group who has a spending power hitting trillions of dollars….
Who are the Millennials?
They are young adults, age 18 to 34, also known as Gen Y. They have never experienced life without technology: 85% of Millennials own a smartphone.
They define themselves by the products they use, the food they eat, the jeans they wear. And they LOVE to talk about them. When they fall in love with a product, brand or organization, they tell the World.
They are social and community oriented. Millennials focus on solving real life problems through online research, both in search and social media. About 95% of Millennials say that friends are the most credible source of product/service information.
Marketing strategies to reach the Millennials.
Make your website mobile-friendly: fast, visually attractive with a clear call-to-action. Millennials spend a lot of time on their mobile devices, which gives you a large window to reach them.
They want to be your friends, really…
Friends are hugely important to them, on-line and off-line. They like genuine, trustworthy, social people and brands.
Millennials express themselves through brands. They use them to show who they are and what their values are. According to Social Media Week, 40% of them say they are willing to pay more for a product that reflects the image they wish to convey about themselves.
They like to belong and participate. Ask them to add their reviews or pictures to a larger story on your website or where they hang out (Instagram – 300 million active monthly users, with 41% being aged 16-24 and 35% in their 24-34s, Tumblr, etc…).
Create brand Evangelists.
As we said before, Millennials love to talk about the products/brands they use and follow. They also like experiences, stories and giving-back. Showcase your company’s philanthropy.
They will not go for the traditional “buy now” button. Instead, peak their interest, bring educational content to your readers. Share their stories and stress your company’s role as a responsible brand that matches their values.
Target their heart instead of their wallet. Work on building true relationships with them. Be proactive and vocal about your brand’s values, and if they match the Millennials’, you will have new best friends forever.