Digital marketing strategy for millennials
Building an effective digital marketing strategy for millennials begins with a clear understanding of their unique characteristics. Stay reading to find our tips for a digital marketing strategy for millennials.
Given that millennials will likely be purchasing products and services for another plus minus 50-60 years.
In saying that…
It will definitely benefit digital marketers to voice a captivating purpose both for and behind their brand!
Tips for a digital marketing strategy for millennials
I recommend that you use dynamic data to offer an evolving, localised and personalised brand experience in which millennials (as unique individuals) can meaningfully engage with your brand.
Dropping the ball
Many marketers miss the ball on this each time!
A lot of marketers seem to be under the impression that new-age digital marketing does not reach millennials in the same way as past generations.
But this isn’t true!
It really is a common misconception!
The way we market to millennials must inevitably progress and evolve alongside this generation that we can’t seem to stop talking about.
Marketers ideally need dynamic real-time data collection, to ensure the best possible outcome for data-driven marketing strategies.
Why millennials?
Millennials, like any other generation, are defined as a group of consumers that fall into a certain age bracket.
But, in most cases, marketing to millennials requires one to look beyond age.
Stop viewing millennials as a “generation.”
The number one tip for marketing to millennials is to stop viewing them as a “generation” or prototype.
There are many types of millennials. Each has different aspects to consider, when marketing, trying to connect and build alignment between an individual and the brand.
Digital marketing strategy for millennial’s ideas
You should ask why:
- This story?
- Why this vision?
- This opportunity
- And why at this exact time for this individual?
These questions should be asked regardless of the generation or age bracket that people come from.
And this is why you need to develop a deep understanding of this market so that you don’t misunderstand its complex nature, so follow the tips for a digital marketing strategy for millennials, as you read further.
Benefits of a digital marketing strategy for millennials
Building a digital marketing strategy for millennials around this dynamic group of people has its benefits. This is, mainly due to this target audience already using all the necessary marketing tools daily.
You don’t still need to close the gap by teaching them how to use the marketing vehicle which you are attempting to sell.
Almost like you have a shop, and they don’t need directions as they already know the way, unlike other older generations who aren’t as tech-savvy.
Okay, so let’s have a quick look at some of their benefits, they are:
- Tech Savvy – millennials have been born into the digital age. They have grown up in a world of only knowing constant connectedness, compared to older generations who have known a world without this first
- Mobile users – millennials are the most “mobile……”, the number of connected mobiles almost exactly match the size of their generation
- Confident and determined – so, you may or may not have heard of millennials being referred to as the “selfie generation”. Mobile apps like Snapchat have normalised these self-taken pics
- Knowing what they want, and wanting it right now – they have given rise to the on-demand economy, the rationality behind this, is that they would rather use a mobile app to order what they want or need than go out to get it
- Time awareness – they don’t like wasting time leaving their office, they would rather order food online than interrupt their work
In 2013, Time published an article by Joel Stein called “The Me Me Me Generation”. Stein wrote that while millennials may be self-absorbed, determined, and in some cases, even selfish…
There really is so much more to millennials than that!
Email marketing for millennials
Yes, new-age millennials use email much differently than older generations, but they still want to hear from the brands they love on a regular basis.
The trick is to understand the best email marketing strategy for millennials.
They’re a savvy group of individuals, who won’t be interested in sleazy marketing tactics.
In this blog post, I’ll go over tips and digital marketing strategies for targeting this important demographic which will be the future for any business wanting to gain and keep that competitive edge.
Millennial’s buying characteristics
Millennials don’t really ‘go online. They live online.
This is a million miles away from plugging a wire in, from your phone line into your desktop computer, and waiting for the modem to stop making silly noises so that you can “go online”.
In fact, if you’re thinking desktop, or even laptop and tablet first in terms of millennials, you’re barking up the wrong tree.
Think valuable bite-sized, shareable content, which can and will be consumed anywhere, by anyone, via different channels and devices.
Same-same but different
Just as not all Millennials are alike, ultimately, one of your biggest mistakes may be assuming that Millennials are not, well… pretty much like everyone else.
Some food for thought:
- How many people from 40 are all the same?
- How many want their data to be used as a way to market to them?
- Why would any generation not want to read interesting, well-thought-through content? Did previous generations not desire to connect?
- How many people are not more than a bit attached to their mobiles these days?
What we see with Millennials is not a cookie-cutter distinction between individuals!
It is more based on a set of trends across all consumers!
Understanding this audience
Understanding audiences means respecting and acknowledging them as individuals.
The “millennial” generation includes those born between 1980 and 2000 – a span of 20 years.
The vast gap between the needs and interests of a 16-year-old versus a 35-year-old should be obvious to marketers. Predominant claims that all millennials think and buy a certain way are becoming increasingly irrelevant and misguided.
This is such a diverse group in terms of age…
To whom you may be selling mortgages, pension plans and nappies, textbooks, university courses and games.
As well as those goods which most of us buy regardless of age, such as:
- Toilet paper
- Cell phones
- Laptops
- Or cookie preferences
- Etc.
Understanding this evolving segment, through careful qualitative research, allows marketers to uncover the glaring need to stop treating them as an identical group, and start adapting to their diverse and ever-growing needs.
Meaning they are willing to give out info, but not too much. To decrease their privacy concerns, you should work on a relationship with them.
You need to become a trusted brand in their eyes first.
This is not to say that Millennials do not want personalization at all…
If you’re running a marketing campaign aimed at gaining their info, make sure the benefits to your target audience at least outweigh the data costs.
Be subtle. Be smart.
If you are battling with getting the right mix and balance of all this, then don’t worry.
Millennials are maturing
Millennials make up a quarter of the world’s population now, so their journey into adulthood should be of particular interest to marketers.
Their growing incomes (predicted to triple in the next 15 years) will be spent on those industries that have defined them as a generation, such as tech and entertainment.
Brands that can pick up on this focus will resonate and engage more effectively with millennials, as they progress through their consumer journey.
Their ways of purchasing
Marketers need to recognize that what and how millennials buy is constantly changing and evolving.
Having grown up with smartphones and social media at their fingertips, the way they buy is very different to that of their parents or grandparents at the same age.
Engaging with your millennial audience
Audiences want to feel a personal connection with brands. They want brands to be aware of their individual preferences, align with their values, and offer them options and solutions they may not have even thought of yet.
Digital marketers approach
What digital marketers are getting right?
Below is data and research to back up marketers’ assumptions based on what they are getting right in their digital marketing to millennials:
- 84% of millennials say that user-generated content has an influence on what they buy
- Brand experience is extremely important
- Millennials believe that they can find good unbiased info based on the accounts of other consumers
- Tailoring the experience to your target audience is crucial
- The connection and relationship between your brand and millennials are more powerful than even the richest and most famous brands
- To millennials, quality matters more than the price
- But, don’t be fooled, millennials are impulsive
Remember, that millennials are constantly connected and communicating…
What digital marketers are getting wrong?
So, when you make assumptions about an entire demographic…
You will definitely get more than a few things completely wrong!
Below are some of the wrong assumptions that digital marketers make about millennials:
- The assumption that millennials and new-age customers are not loyal
- Millennials protect their privacy
- That millennials are willing to interrupt their work to run errands or go out to buy lunch quick
- They also assume that millennials are age-based
- Millennials only think and care about themselves
Marketers need to stop assuming and base their conclusions on actual data.
Flaws in your marketing campaigns
When you apply incorrect assumptions to your strategy behind a digital marketing campaign, the results can be catastrophic.
So, to avoid getting disappointing results from your marketing campaign, don’t make these common mistakes:
- Provide general umbrella content, with no specific target audience
- Duplicate content across media
- Target millennials by age
- Make assumptions without analyzing data to back them up
As I said previously, marketers need to stop assuming and base their conclusions on actual data.
Identify the root cause of marketing mistakes
Find the root causes for your marketing campaign’s mistakes, by making sure you aren’t doing the following:
- Not paying attention to the data
- Refusing to adapt to changing audiences
- Make sure you’re testing your research and marketing campaigns
- Applying a broad generalisation to your target audience
Tip
Finding a way to be relevant to these kinds of media is the perfect match because if you don’t get it to fit, your entire investment in your marketing campaign will be a total waste.
Focus on designing content and using platforms that are best suited for your brand, content and audience.
It is also important to realise that millennials place tremendous value on engagement between your brand and them.
And I’m not just talking about any random engagement, I’m talking about content-rich engagement and real authentic relationships with them.
The importance of relationships is something that you need to realise, actually transcends media, brand recognition and even the quality of some products and services
Millennials engage primarily in impersonal cold online spaces. So when a real, genuine connection is felt with a particular business, it lasts a lot longer and can even lead to loyalty and brand avocation.
I have said a lot on this blog…
A lot of do’s and don’ts!
If you follow the fundamental guidelines above, you should be able to create a successful digital marketing campaign for millennials and other new-age customers.
But I am fully aware that unless you have actually studied the above on a full-time basis, and have the time to research, design, test, and re-test based on actual data, it probably won’t happen for you…
So, here is your challenge…
There really isn’t much left to say here…
If you follow the fundamental guidelines above, you should be able to create a successful digital marketing campaign for millennials and other new-age customers.
So give it a try and let us know how you are doing.
If you need assistance with digital marketing, click on the link and contact us.
