Marketing To Millennials: Four Key Strategies

Marketing To Millennials: Four Key Strategies
SHARE
THIS



Millennials are a hard bunch of nuts to crack, but the managing director APAC of Qualtrics Bill McMurray has four pearls of wisdom to getting it right every time.

So-called ‘millennials’ (those aged 35 and under) are predicted to spend around US$200 billion a year by 2017, creating a massive opportunity for marketers.

However, marketing to millennials is not the same as marketing to other generations; they have a different set of requirements for evaluating potential purchases.

Millennials are one of the largest groups of consumers and it is essential to understand this demographic. They have grown up as ‘digital natives’ and many don’t even remember a time before smartphones, wireless connectivity, and broadband internet. It’s critical to consider this when marketing to this generation.

There are five key strategies to consider when marketing to millennials:

  1. Deliver value through relationships and stories

Millennials tend to prefer to interact with a company’s website, check with their friends, and review social media information to make purchasing decisions. It is therefore essential to:

  • start with the relationship, not sales
  • create engaging content that will attract their attention and make them want to share
  • listen more than you talk
  • tell your stories and make it personal
  1. Let millennials be collaborators in the business

This generation responds well to being asked about products and services companies offer. They like to be included in business decisions. Asking them how you could improve current offerings could result in increased loyalty and, therefore, more sales.

To successfully obtain millennials’ feedback, it’s important to use the channels they prefer, such as social media or SMS. Any mechanism you use for surveys must be mobile-responsive.

  1. Be high-tech and fast

Millennials use tablets and phones, not PCs or laptops. Therefore, it’s essential to make sure company websites are optimised for mobile devices. The company website, and every page on it, must load within three seconds or you risk abandonment.

It’s also critical to understand how people are using your website and offer them a frictionless experience. Using an intercept tool, for example, lets marketers interrupt users if they sit on a page longer than normal or appear to be having difficulty. This may take the form of a pop-up screen that offers to help the user find what they’re looking for.

Or, if they abandon their shopping cart, marketers can offer a discount for shoppers who use a specific code within a specific timeframe, potentially saving the sale.

  1. Look for long-term relationships that will spread your brand for you

By taking a long-term view of relationships, and putting the instant sale second, companies can generate loyalty. This means creating engaging experiences for millennial customers, rather than hard-sell communications.

This could include involving them by getting their feedback, or giving them content that they will share with their peers. Once the relationship is initiated, millennials are more likely to come to you when they’re ready to purchase.

 

Please login with linkedin to comment

breakfast show Colour disturbing ads Eardrum Australia mcchoco vmo

Latest News

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity
  • Advertising
  • Marketing
  • Media

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity

Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]

Aimee Buchanan Lands GroupM CEO Job
  • Media

Aimee Buchanan Lands GroupM CEO Job

Aimee Buchanan quits OMD to take up GroupM CEO role. Leaving gift ideas include mounted moose head & ALDI traffic cones.

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]