Marketing and advertising have changed dramatically in the past several years. While some Boomers and Generation X folks still like to read a paper, or watch TV the Millennials are changing the way everything is done.
Millennials have been born and raised on media with information at their fingertips. The only generation to have computers and digital information from their first day on Earth. They also account for nearly one quarter of the US population and have an annual buying power of more than $200 billion.
It is expected that in 2017 their combined spending will outnumber all other demographics.
Attracting and converting this group is not easy, the old methods do not apply. So how can you engage this group and get them interested in what you have to offer? Here are 4 tips to take into consideration.
- VARIETY IS THE SPICE OF LIFE
Millennials tend to be connected to multiple devices at the same time. They are seeking out content on their own and then sharing their information with others online. It is important to provide information through a variety of different methods, or omnichannel marketing.
Omnichannel marketing provides consumers the ability to engage with a business in any format, in a physical store/office, an online website, a mobile app, a catalog or through Social Media.
It is now necessary to provide your message through all channels so the consumer can engage with your brand in the venue they desire.
- SAY SO LONG TO TRADITION
Traditional marketing is not effective with millennials. They have grown up online, they have been part of the conversation. Targeting them with sales messages or using direct advertising methods will not work with this group.
Millennials are not easily manipulated. They look to their friends for recommendations and referrals. They are seeking out their own information and they place more value in the opinions of their peers than a direct message from a business.
Additionally, you can bombard them with ads and updates and emails, but they will eventually return to a business because of a good experience they had in the past or find your business because of your reputation with other consumers.
- BE YOUR AUTHENTIC SELF
Businesses now need a “human face” or a human side. Millennials want authenticity. To convert them you will need to engage with them, speak to them in their language and appeal to their values. You need to connect with them on their level as a person not a business.
- CREATE YOUR OWN FAN CLUB
Once you have these consumers converted it is likely they will return in the future. They look to their fellow consumers for referrals and recommendations and once they become your customers they will become your biggest cheerleader. Providing them with a personalized experience that is positive will ensure they become your business’ biggest evangelist and return them in the future when they need your products/services again.
With the diverse range of consumers, it is becoming increasingly necessary to change your marketing and advertising tactics based on each demographic. If your services/products span several demographics you have your work cut out for you.
However, it is more important than ever to reach your customers and potential customers where they are and how they want to be reached if you want to grow your business (let alone stay in business!)
And just remember, Millennials are people too!
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