- Posted by Dave Chartock
- On May 11, 2016
- 0 Comments
- creative marketing, marketing, marketing to millennials, social media marketing, targeting millenials
They represent more than $1.3 trillion in buying power. Who are they? They are adults aged 18-34 and they are millennials!
With that kind of buying power, and with their proclivity to digital, every marketer and every business owner would like to reach them.
How do you reach them? Well, first you need to know more about them as a group because millennials are a very diverse group with approximately 43 percent of them being non-whites and 25 percent of them speaking a language other than English.
But they also share common characteristics such as: 85 percent of them in the U.S. own smartphones. Therefore, mobile marketing needs to be a key element of your strategy to not only reach them, but engage them and convert them into a customer or client.
Taking this a step further, your landing pages need to be optimized for mobile with a conservative use of graphics to reduce long load times. Next, your message needs to be clear and concise.
To reach millennials, you need to remember they are non-traditional. Therefore, you need to target social groups, not population segments. The reason for this is that millennials strongly identify with a specific life stage. They attach themselves to social identities.
Another common element is that most millennials have never known a world without the Internet or social media for that matter.
They also have a tendency to focus on solutions to real-life problems, but they rely on the internet for their research. So, to get their attention, your brand and your message need to bring relevant and simply answers to real-life challenges to them. Another key element to marketing to millennials is “word-of-mouth” marketing, but they do it today using social media. As a result, 95 percent of all millennials report that their “friends” are the most reliable source for product information and recommendations.
Remember, millennials spend 25 hours or more each week online. And, 84 percent of them say user-generated content has some influence on what they buy, while 73 percent feel it is important to read other people’s opinions before they buy. Taco Bell has a unique marketing too. They have “Millennial Word of the Week,” which are words supplied by company employees in their twenties, and then incorporate the words into the company’s marketing strategy.
Furthermore, it is worthwhile to note that millennials often support businesses and brands that will improve their lives.
It may be for this reason why 42 percent of millennials want to provide feedback that will help develop brands and create new products.
And what is feedback from millennials so important to the maintenance and growth of your business and brand? Because there are 80 million millennials in the U.S. – and that’s 25 percent of our nation’s population!