In a 2016 study, Pew Research reported millennials, those born between 1982 and 2002 (roughly 18-34 year olds) have surpassed Baby Boomers as the nation’s largest living generation. The study reports there are currently 75.4 million millennials living in the United States, surpassing the 74.9 million Baby Boomers (ages 51-69) who previously held the title as largest generation. It is important to note, by 2015 this growing age group represented one-in-three American workers. (Pew Research Center)
This is a generation of adults not to be ignored when it comes to marketing trends and preferences. It is vital for businesses to sit up and take notice of the spending habits of this Influential marketing audience and develop a strategy to meet them where they are and in their preferred method.
How Can Businesses Reach The Millennials?
Bringing a relevant marketing message directly to the millennial influencers is not only on trend, it’s good business. There are several things to consider when targeting this always connected, tech-savvy demographic.
In a 2015 article, Forbes reports connectivity as one of the highest priorities of millennial consumers. 87% of this generation uses two or more devices at least once on a daily basis.
Growing up ‘on-demand’, they value being able to get the information they want, in the manner they want it. As technology advances, these tech-reliant influencers will be on board with whatever comes next. If businesses want to stay relevant to this, the largest generation in U.S. history, they must also keep up with tech communication mediums to get the message to these high impact consumers. Marketing campaign methods can’t lag behind in if they want to maintain engagement with millenials. According to Nielsen, 85% of this generation owns a smartphone. This means, the information can be delivered to the palm of their hands. Business marketing must get on board this technological train to meet the millennials where they are.
Make Them Part of The Conversation
Traditional advertising efforts don’t work the same for millennials as they did previous generations. They are not interested in being influenced to buy as much as they want to influence brand development themselves. Businesses need to meet them where they are – on social media. With more and more social channels open, it is possible to really get to know your customers through social media and millenials love it. Social media outlets should be treated as the new ‘review’ platform, where consumers openly share brand experiences. Businesses should be prepared to respond and react to feedback from their customers on social media. Millenials are more likely to become loyal customers if a brand engages them in conversations about what they like, dislike, want to see developed and so on. When a customer sees their feedback is having an impact on brands they already like, it stands to reason they will remain loyal to the brand. Social media can have a powerful impact in the way millennial consumers make buying decisions.
Make It Personal
Through IP marketing, personalized URLs (PURLS), augmented reality and more, it is possible to bring your marketing efforts to life in the hands of your millennial customers. Not only does this kind of targeted effort get their attention in a relevant way, it does so by making them an active part of the campaign. Tailoring coupons, contests and events to this demographic, based on collected data, is an open door for businesses. If businesses take note of the buying practices of their customer base and in turn, offer relevant products and services, the likelihood their customers will follow is high. This is a generation who likes authenticity in marketing. They are not interested in being sold a bill of goods for things they have no real interest in.
Business Should Pay Attention
Millennials have grown up in a on-demand world and therefore want to be able to retrieve the information they desire quickly and clearly. Businesses will do well to pay attention to the interests and desires of this influential generation and follow suit to give them what they want. Making changes in marketing strategies can be a challenge for some businesses but the value and impact of the millennial generation makes it worth it.
For information about how United Mail can help your business reach the millennials in your customer base, call us today, 866-542-2107.
By Cricket Hater