Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Marketing to Millenials
Posted on March 29th 2012
Today’s marketers must be keenly aware of a new breed of consumer born between 1980 and 2000. These “deciders” make up 20 percent of the global population. Variously known as Echo Boomers or Millennials, they’ve grown up in the digital world where cell phones, text messaging and envelope-thin laptops are de rigueur for survival. If you’re marketing anything to them, you better know as much as you can about them, for their buying habits can make the difference between the success and demise of your business.
Millennials are diverse, highly educated and solidly influential shoppers. They are more ethnically, economically, and socially diverse than any previous consuming generation And they spend freely, buying more consumer package goods than baby-boomers.
The ubiquity and power of digital devices make Millennials the spearhead of a new, social sharing marketing cohort. They connect with each other like no other demo ever has, comparing, advising, praising and yes, bad mouthing products and services in increasingly public forums. Loyalties are begun “on the street” with these young consumers. Forget sterile focus groups and other traditional advertising approaches and benchmarks; the new “media metric” is social networks. Fail here and your product’s history.
A Millennial’s brand loyalty is forged in the crucible of real product trials and word of mouth reviews. Opinions are exponentially leveraged by the force multiplier of Facebook, Yelp, YouTube, Stumbleupon, Pinterest and dozens of similar sites. Online user-generated feedback in the form of product reviews, personal Q&As and shared experiences trump the brand messaging that goes back to Mad Men days.
With Millennials, you either go authentic or go home, for it’s all about trust and backing up what you say. That means every slogan, every promise, every “stat you cite” better be real and measurable. To these buyers, you don’t have to be the cheapest, or even the most popular, but you best deliver on the spirit of your promise—or face the Fury of Facebook, the Punishment of Pinterest or a crushing cascade of negative tweets. And that can happen faster than a 13-year-old can text, “This sucks!”
While product quality and delivering on a promise are important, if you market a product to Millennials, you best have a conscience. A Pew Research survey revealed that 34 percent of Millennials bought a certain product or service because of a company's social or political values.
When the line between different or competing products begins to blurr, Millennials rely on the opinions of their peers—on company sites as well as social media. Markets most influenced by the impact of user-generated content include electronics, cars/trucks, hotel stays, travel and insurance. Unlike their parents, Millennials are no longer influenced by brand messages. Understandable, when you consider that this breed of consumer has been awash in more advertising than any generation in the history of consumption.
So how do make human contact with Millennials? First, you must find ways to include yourself in their conversations. To do that, you’ll need to locate today’s ever-fluid media to deliver their message—be it online, in store, or increasingly, via mobile device. You must also learn the lingo of Millennials, or be shut out as mere “pitchmen.” And you must really listen to what’s being said about you and your products, and be willing to adapt to changing consumer needs. Finally, you must have a social conscience—be it “green,” animal rights or human rights.
The Mellennials are out there and growing. They have money. The media they communicate with and messages they respond to are different (and often smarter) than you might expect.
Mark Daoust is the owner of QuietLightBrokerage.com, one of the nations leading internet business brokers. Unlike many website brokers, QLB uses a hands on approach to assist buyers and sellers with navigating the complexities associated with buying or selling an online business.