December 18, 2017
Forget “Marcia, Marcia, Marcia,” these days all we seem to hear is: “Millennial, millennial, millennial!” Everywhere you turn, someone is talking about this particular generation. So, who are they, and why are they so important? Our Boca Raton marketing agency is talking all things millennial today, and sharing some pointers on how to tailor your company’s marketing strategy to this unique age group.
First things first, let’s define who exactly fits the definition of a millennial. No, they aren’t formally known as the “lazy generation,” nor are they any individual with a phone permanently attached to their hand. While the parameters that define a millennial vary depending on who you ask, this generation is most often considered to be those born between 1980 and 2000. They make up one-fourth of the population, and are the largest generation in U.S. history. Those on the younger end of the generation will enter adulthood next year, meaning this group’s spending power is at an all-time high. In fact, millennials already have the largest annual buying power, with $200 billion yearly. With this in mind, it is imperative that businesses begin to alter their marketing strategies to effectively target this group.
Appealing to millennials may seem like a daunting task, but it isn’t as complicated as you may think. You don’t have to switch your brand colors to millennial pink and start using emojis in every piece of content — though we’ll admit, using a few here and there doesn’t hurt. No, connecting with this audience is far simpler that that. We’ve got two suggestions for your strategy to get you started.
Get Tech Savvy
Let’s just cut to the chase — you’re not going to meet the average millennial by advertising in the phone book (side note: do they even still make those?), or by resorting to a standard cold call. Reaching this group takes a bit more creativity. Your strategy should incorporate a balance of traditional and digital marketing strategies, paying special attention to the digital side of things.
You won’t find millennials in any one spot online. This generation is incredibly diverse, and so are their likes and interests. However, you can count on them to be on some form of social media, so find out what platforms they’re on and make sure your brand is there too. Also, be sure to monitor online mentions closely to ensure your brand’s online presence reflects what you stand for. Millennials look to peers for validation before buying a product or using a service, so staying on top of reviews, comments and news published online is essential for obtaining and keeping their trust.
Personalize Your Marketing
Outbound marketing strategies such as magazine advertisements and direct mail do have their benefits, but grabbing a millennial’s attention via these mediums requires a more personal approach. Plus, a more authentic ad works wonders for appealing to the 84 percent of millennials that reportedly do not trust traditional advertising. Therefore, it is important to humanize your brand when crafting ads by including photos or videos, addressing the reader directly, and always giving them a place to continue the conversation. When it comes to inbound marketing, the possibilities for customizing your marketing are seemingly endless. In addition to having one-on-one communication with prospective clients or customers, you can also incorporate user-generated content into your strategy to make a true, lasting connection with millennials.
Ready to learn about all the ways our Boca Raton marketing agency can help you reach your target audience?