Four Ways To Improve Your Millennial Marketing Strategies
David Willey (pictured below), co-founder of Millennial engagement specialists Growth Tank, shares with B&T his spin on making your Gen Y marketing strategies work.
Millennials are one of marketing’s biggest challenges – for professionals and brands alike – and as such, they require a multi-faceted marketing strategy to reach and retain their engagement.
Here are four tips for improving your marketing strategies for Generation Y:
- Do not treat all Millennials the same
Millennials are not a homogenous group. Like each generation that came before them, Millennials have a host of unique characteristics that make them incredibly challenging to target. Adopting any strategy that’s too general will never work. Where possible, brands must narrow their engagement by targeting highly specific niche audiences.
One way to overcome this hurdle is to target Millennials based on social groups as opposed to life stages. Would you treat an 18-year-old student in the same way as a 29-year-old mother? Social listening allows you to understand the nuances of your particular Millennial audience as a distinct segment from the Millennial generation as a whole.
- Millennials have ubiquitous access to technology
We all know that Millennials are the most digitally connected generation ever. Every day, they consume huge volumes of content, and purchase a diverse range of goods and services across multiple channels. Most will use two to three devices at least once a day, so you must adopt a multi-platform marketing strategy. It is crucial that your brand experience is seamless across every outlet – being mobile-friendly is key.
To really capture Millennials, look at ways they can effectively move across each platform with ease. For example, order online for collection in store. Seventy-three per cent of Millennials report that they make purchases directly on their smartphones. Don’t get left behind!
- Be authentic and embrace two-way dialogue
Millennials are three times more likely than any other generation to turn to social media for opinions on products to buy. However, Millennials are selective in whom they trust. It’s not new news that they trust content and recommendations from their peers over brands, celebrities or governments, so what are you doing as a brand to prompt an open and honest dialogue with Millennials?
Marketers should embrace the good, the bad and the ugly to really capture the attention of current and prospective Millennial consumers.
But this is only half the answer – you must then engage! Sixty-two per cent of Millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. They expect brands to not only be on social networks, but to be responsive as well. Engagement is no longer optional or nice to have – acknowledgement is expected and it is blatantly obvious if you choose to ignore them. Remember, Millennials are the most connected generation ever, and word spreads quickly.
- Content is how they connect
Millennials binge on content every day, and it’s also what they use to connect with friends. This can be through social media sharing, discussions in the workplace or even consuming content together with friends or family. It’s almost like what they’re watching has become the new fuel of social interaction. The challenge for brands is finding a creative way to appeal to Millennial consumers and empowering them to share the brand’s story across these platforms.
If you are looking to develop content, ensure you stick to the golden rules of inform, entertain, or provide value. Sales, conversion, and clicks should always be a secondary consideration.
It is also worth noting the importance of keeping it short. Despite the value of long-form content, 41 per cent of Millennials said the main reason they abandon content is that it’s too long. Keep the context of your content in mind – are they on a mobile device looking for a quick distraction, or researching for real, in-depth information?
Conclusion
Marketing professionals must adopt multiple strategies to reach Millennials – there is not a ‘one size fits all’ solution. Learn and experiment with what they respond to best to ensure you understand what matters to them to achieve the most cut through.
For a more detailed deep dive into the behaviours, trends and attitudes of Millennials, check out the Millennials Marketing Conference and hear it from some of the world’s leading practitioners. Alternatively, get in touch via dave@growthtank.com.au.
Please login with linkedin to comment
Collaboration David Willey Designworks Eardrum Australia Growth Tank Millennials Marketing ConferenceLatest News
Q&A With Rare Co-Founder And Google Creative Director Tara McKenty
Google creative director Tara McKenty founded Rare in 2017 as a way to empower underrepresented groups across the tech, media and creative industries with the tools to drive more inclusive cultures. The two-day leadership masterclasses deal with issues such as unconscious bias, marginalisation and prejudice in the workplace in a way that ensures to promotes […]
Ad Standards Appoints Former ACMA Chair Richard Bean As Interim Director For Complaints Handling
Ad Standards confirmed today that it has appointed Mr Richard Bean as an interim Independent Director for Complaints Handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. “Richard has held senior management roles in both the private and public sectors. As a former Deputy […]
Telling Truth To Power Is One Of The Bravest Things We Can Do, Says Katie Rigg-Smith
Bravery and courage come in a lot of forms, but Mindshare CEO Katie Rigg-Smith says one of the bravest things women (and men) can do is continue to hold truth to power, no matter how difficult that might be. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who […]
Commercial Radio Australia Unveils New Campaign
Radio is alive with possibilities for advertisers in the next phase of the commercial radio industry’s Radio Alive campaign, which promotes radio’s key strengths in delivering real results for Australian businesses at a time when they need it most. Showcasing radio’s strong reach, exceptional speed to market, ability to target new and existing consumers and […]
Ad Standards Appoints Richard Bean As Interim Director For Complaints Handling
Ad Standards has appointed Richard Bean (main photo) as an interim independent director for complaints handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. Ad Standards Chair, Mr David Scribner said: “Richard has held senior management roles in both the private and public sectors. […]
Burger King Reveals Drunk & Unruly Customers Behaving Badly In Riotous Ad For Its Home Delivery
The drunk antics of customers in a fast-food restaurant at 11pm would probably give most burger chain marketers more heart palpitations than one of the greasy triple cheese burgers. But not so Burger King Brazil, who has cobbled together iPhone footage of customers behaving very badly and turned it into a wonderful new spot spruiking […]
AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020
Half of Aussie marketers are waiting for better times before committing budget and shift to online set to accelerate, a new study by the AANA has found. Some 68 per cent SMBs and 87 per cent of large businesses still have marketing related spending budgeted for the next six months according to new research commissioned by […]
Nine Goes Virtual & Brings 2021 Upfronts Forward
Nine’s annual Upfront presentation is going virtual for the first time, with the 2021 event showcasing Nine’s television, radio, digital and publishing slate for the year ahead. Nine will use its virtual 2021 Upfront showcase to illustrate the way it works with partners in the short, medium and long term as society and business finds […]
Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work
A police recruitment ad has been pulled – and subsequently lampooned – for looking too much like an action movie and nothing at all like the day-to-day duties of the average police officer. The recruitment video for Guernsey Police has been taken down after being mocked on social media for the way it portrayed a […]
Optus Offers Victorians Free Access To Optus Sport
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Is Imitating An Accent Racist? 23% Of Aussies Think So
Study reveals it's no longer acceptable to call a colleague a "flamin' galah" or announce that "a dingo's got my baby".
Audi Unveils Latest Campaign ‘Raised By Racecars’ Via The Monkeys
Who doesn't love new work from The Monkeys? Unless, of course, you're a rival agency who just lost the account, that is.
Gaming Mums? The Key Demographic That Advertisers Are Missing
Study finds mums are turning to gaming. Apparently, not drinking 24 Red Bulls & living off Uber Eats while doing it.
Gen Z Men Say Feminism’s Gone Too Far & Makes It Harder For Men To Succeed
New study reveals Gen Z men now the fourth straight consecutive generation in a row to get the willies from feminism.
Study Finds Both Conservative & Feminist Women React “Positively” To Sexualised Advertising
This study's quite academic, so B&T has had to edit out the bits where we had no idea what the boffins were on about.
JCDecaux Brings Real Red Nose Day Heroes To life To Help Raise Funds For SIDs
We're big red nose supporters here in the B&T office. Admittedly, it's more a gin thing than a child charity one.
Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
triple J Hack’s Avani Dias To Work On Collaborative Four Corners Investigation
triple J's Avani Dias to work on a Four Corners investigation which will no doubt be depressing judging by Four Corners.
ACCC Admits It Doesn’t Penalise Influencers For Breaking Sponsored Content Rule
ACCC set to keep a keener eye on influencers, as Rod Sims reveals pearly whites thanks to Kendall Jenner whitening pen.
“An Inflection Point”: News Corp CEO On What The ACCC’s News Payment Code Means For Journalism
No one hates the tech giants quite like News Corp. So, expect plenty of the usual barbs, swipes, sprays & vitriol here.
Seven Announces Spotlight Investigations Team Covering Breaking News & Deep Dives
Seven unveils new 'Spotlight Investigations' team that B&T hopes will use a proton pack & Neutrino Wand to bust ghosts.
News Corp Earnings Slump 20%, As CV-19 And Local Assets Drag The Business Into The Red
Rupert sends threatening internal staff memo that he'll "release the monkeys", as News' numbers bleed red.
Thursday TV Wrap: Nine & Seven Thursday Night Footy Clash Sees AFL Come Out On Top
TV served-up the veritable footy feast last night. Or, if that didn't tickle your fancy, there were trains over at SBS.
Run, Don’t Walk! B&T Awards Entries Closing In Exactly One Week!
Hear that clock ticking? That's your one week warning for B&T Award entries. It'll be the steel drums next, we warn you.
VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
PubMatic Grows Team To 500, Set To Make Another 80 Hires In 2020
Much like the peacock's exotic plumage, this PubMatic news has its share of showing-off. Not that it's mating season.
“Buy A Hammer & F@ck Off!” ‘Chopper’ Read Reveals His Own “Karen From Bunnings” Ad
Let B&T end the week as we started it, with ANOTHER "Karen from Bunnings" story. Or, how we ended the week previous.
Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]
“Clean ‘Em Out!” Political Candidate Threatens Rivals With A Colonoscopy In Oddball Ad For US Elections
With the US presidential elections a mere three months away, B&T's just going to sit back & watch the lunacy flood in.
