How Do Millennial Marketers Score and Turn Singles to Home Runs?

jitheshrnair
Jithesh Rajendran Manager, Blueocean Market Intelligence

Posted on November 16th 2012

How Do Millennial Marketers Score and Turn Singles to Home Runs?
The zeitgeist of marketing has updated with the world to the 2.0 status. The raw energy and
passion of the net (new) gen marketers, belonging to the millennial group (aged 16-34), has
turned around the already dynamic field of marketing. They are different, yet they seem to
possess the cultural intelligence and media literacy to help tackle the slow-footed reluctance
of old-age marketers.
 
Out With The Old and In With The New
 
Reverse mentoring or reaching down for ideas was introduced by Jack Welch a decade
ago. The trend is now catching up in companies across the world. Venkatesh Rangachari,
vice-president, sales and marketing, Bharti Airtel, has enrolled into a Young Leaders Mentor
programme in the company. He believes that "Reverse mentoring programme facilitates
faster exchange of ideas to create a future-ready environment.
The Young Leaders in this company mentor members of the management board and
functional heads on topics related to branding, technological trends, latest apps for
mobile technology. They have success stories to share too, like the case of Bharti Airtel’s
association with Manchester United for a campaign as a result of a mentor’s suggestion that
Gen Y had moved on to football unlike Gen X who were glued to cricket in India.
 
Internet - The Tool of Change Net (New) Gen Marketers Adore
 
The Internet has changed the fabric of life and the new generation marketer has embraced
the digital age with gusto. They are not just a lost generation who have been completely
swayed by technology and simply accepted the virtual life without any thought. On the
other hand, they are a group of multi-taskers, handling great levels of complexity. They
are accustomed to rapid change and are likely to reinvent their skills continually over time.
Aren’t they ever so willing to use multifunction cell phones and web based productivity
applications?
 
Marketing itself has moved on from being development of boring collateral and analysis
to depending more on the mindset of a marketing ninja. One who is accustomed to social
media culture with the above characteristics of the net gen is an ideal candidate to run social
media campaigns for small and big businesses alike. Research has also revealed that the
millennial value social media freedom, work mobility and device flexibility drives them to a
job as opposed to the salary.
 
This millennial group is also well-versed with the ideal technology to be used to develop,
implement, monitor and measure activities on the social web, and how they can successfully
act on feedback as a result of customer engagement. At a time when information overload
is the main bane of most businesses, these young minds are capable of infusing fresh life
into marketing strategies, utilizing business opportunities and steering businesses away from
potential threats. It's mission critical for businesses to adapt to this shift today and net gen
marketers can help companies move on from considering social media as a marketing tool
to an acquisition tool. Born and raised in the digital marketing era, they can help brands hook
up with audience’s passion by handling today’s complex marketing needs. With a global
perspective of the marketing landscape, this ambitious group is keen on social good and
diversity, thus adapting to customer requirements at their convenience.
 
It’s no surprise that there is a techie in these marketers too, who has a deep understanding
of anything digital and prefers to stay on top of the digital trend which is driving the new
world marketing order. Their propensity towards adoption of technology makes these tech
savvy multi-taskers the social media megaphone which your company so badly needs.
This group values social communication and have no qualms about sharing information on
social sites and in fact, updating one’s Facebook or Twitter profile is second nature to this
generation. Hence, a good marketing plan for a company is actually second nature to this
new breed of marketers who use the Internet to be more connected.
 
Social Media - New Age Communication Tool
 
The days of print media advertising and yellow page ads are long gone. Interactive social
media enables effective profiling of businesses and spreads any marketing message
instantly. While companies envision a transparent and direct line of open communication,
millennial are the safest bet to strengthen this relationship between the business and the
consumer as they can embrace multiple modes of self-expression. For anyone reflecting
on the new age of marketing, it is not hard to conclude that social media is here to stay.
Creation of a space for sharing knowledge, exchanging ideas and engaging with the
customer with the help of the net gen marketer who is an information seeker, transformer
and learner will aid your marketing strategy like never before. As social media mushrooms
into newer and interesting dimensions, you can trust the net gen marketer to effectively
integrate social media into your organization. With some key metrics in place, you have a
winning combination for optimizing your web presence.
jitheshrnair

Jithesh Rajendran

Manager, Blueocean Market Intelligence

Jithesh is the author of Social Benzene and serves as Digital Marketing Strategist for blueocean market intelligence; Jithesh helps Fortune 500 businesses powerup social/digital media strategies by evaluating technologies, markets, and trends in the social media ecosystem. The one aspect that binds my experience together is the analysis of social media from a data-backed position so I can guide next-gen marketers to scientifically grounded social media best practices.

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Comments

Mubarac A
Posted on November 23rd 2012 at 6:08AM

Good One Jithesh. Organisations need to look both internally and externally to find out the requirements and demands of Gen Y. Thats is both the employees and the customers.  Even todays Human Resource professionals are struggling to meet the the so called 'not logical' requirements of Gen Y.

Keep Going! Good Luck!