5 Easy Ways To Market To Millennials [Research]

Millennials: How To Connect With This Key Demographic

5 Easy Peasy Ways To Market To Millennials [Research]-1 Baffled by how to market to millennials?

Maybe the problem is your marketing not your audience.

That’s what SDL’s March 2014 survey of  300 US respondents aged 18-36 (specifically those born between 1978 and 1996) entitled “Understanding Millennials” indicates. Roughly 1 in 4 people in the US are millennials.

How to market to millennials 5 Easy Peasy Ways To Market To Millennials [Research]-1

1. Be present where I am (Millennials that is)

Millennials love their smartphones. This finding isn’t new. Millennials touch their smartphones 45 times per day on average.  Millennials touch smartphones 45 times daily

37% of millennials use 4 devices per day. Millennials use different devices during the course of the day for different functions. While smartphone usage dominates, it’s followed by laptops and PCs. Millennial Daily Device Usage-SDL-2014

Actionable Millennial Marketing Tip: Provide consistent cross platform communications to reach millennials.

64% of millennials expect seamless interaction regardless of channel or device.

Millennials do business on their terms-1

2. Reach out and touch your millennial audience.

Millennials don’t want more of your marketing. They want to be surprised and delighted. What’s old is new again. AT&T used the slogan “Reach Out and Touch Someone” in their 1979 television commercial.

Actionable Millennial Marketing Tip: Make your prospects and customers special offers and communications. Think birthday offers and cards.

3. Make me an offer I can’t refuse on social media.

Millennials connect with businesses on social media. Over 60% seek discounts on social media while 16% don’t connect with businesses on social media (that’s 1 out of 6 millennials does NOT want to connect with you via social media). Engage with millennials on the social media platforms that they frequent in a consistent manner.  (Here’s more research and marketing tips on millennials social media shopping behavior.)

Millennials connect with firms on social media-sdl-2014-1

Actionable Millennial Marketing Tip: Create special offers targeted to your followers on social media that provide value to them! To get optimal results, make them in real time where appropriate and you can handle them across channels.

4. Provide content where and when I want it.

Millennials use a variety of different digital platforms and channels to gather information. If your content was digitally delivered, they saw it that day.

There’s no one clear way to reach this demographic. This means that you must know your target audience and their content consumption habits very well to contribute useful content where they spend their time.

About 50% of millennials gather their information from their Facebook newsfeed. This means that your content must compete with P2P content that’s more relevant to their lives.

Interestingly, YouTube ranks on a par with Twitter, Google and email. These platforms are used by about a third of respondents. Given YouTube’s ranking as the second largest search engine and its video format, it should be a must on every marketer’s content creation and distribution list.

Millennial Information Gathering-SDL-2014

Actionable Millennial Marketing Tip: Distribution your content across a variety of different platforms to reach your target audience.

5. Skip the Big Brother approach to capturing marketing-related data on millennials.

Millennials not only know you’re watching them, but also know what information you’re tracking. Cookies, history, browsing, email, address and purchase rank highest. 40% of millennials can identify specific digital information marketers track.  Word Cloud of terms

Actionable Millennial Marketing Tip: Be open and transparent about the information you collect and how you gather it. Stick to email addresses and ad tracking. Stay away from personal information including facial recognition, phone numbers, browser information and location!

Millennials Acceptable Info to Collect-SDL-2014 Note: Millennials consider phone numbers personal.

If you’re marketing to millennials, throw out your old marketing playbook.

Skip the traditional campaigns—millennials want marketers to connect with them on social media and other channels on their schedule, not yours.

Build trust with your prospects and customers over time by being open and transparent because millennials gather digital information.

What has your experience marketing to millennials? What are your recommendations?

Happy Marketing,
Heidi Cohen


Social Media Success Summit Social Media Success Summit

Join fellow marketers at the online mega-conference designed to inspire and empower you—Social Media Success Summit 2016, brought to you by Social Media Examiner.

Discover the best and newest ways to market your business on Facebook, Instagram, LinkedIn, YouTube, Twitter, Pinterest and Snapchat.

Find new ways to improve your content and measure your results with sessions on video, live video, visual marketing, analytics and marketing tools.

Find Out More!


Free eBook

2016 Planning: How to Budget for Predictive Marketing

Predictive Marketing By creating room in your budget for predictive marketing, you can be more precise in your decision-making, increase revenue, save money, and streamline processes amongst teams.

It's budget season! The marketing budget process is stressful and complicated. Since much of your budget is spent on marketing programs, you have to rely on a lot of guesswork to determine what you need to invest in to hit your revenue numbers. Luckily, predictive marketing can help.

This ebook goes over how to think about budgeting for your demand generation programs and where predictive marketing fits. Learn:

  • What is predictive marketing?
  • How to optimize and cut programs from your overall demand generation budget
  • How to add the right programs and technology to your budget for revenue growth
  • How to evaluate your technology spend
  • How to fit predictive into your planning

Download

See More Free Offers

 

 

Related Articles

Photo Credit: https://www.flickr.com/photos/goodncrazy/5531939787

Tags , , , . Bookmark the permalink.

Comments are closed.