First, it’s important to identify what a millennial is-
They are not like any other demographic,
Millennials are very diverse. They’re comprised of students, parents, professionals and—and are in every social and economic class.
That means you need to think in segments instead of demographics. You should even take this a step further and market to millennials not as a generation, but as individuals.
This is an ideal tactic, and it can be achieved by communicating with them through their preferred technological method.
Millennials Are Moving Fast
Millennials go anywhere and everywhere with their mobile devices, and 85% of them now use their smartphone to research products and services. They are used to being connected, and many feel naked without constant access to the Internet.
You need to be relevant, engaging, and build a community as you share your products and services through technology or a social media channel.
And speaking of social media…
Millennials spend more time on social media for news, opinions, and other viewpoints than any other generation. “The majority of millennials (56%) indicate that digital channels such as search engines, vendor websites, and social media are the most important channels for researching new products and services.”
It’s a sharing culture
In fact, Forbes has said “Millennials communicate with each other far more than any advertising campaign can. When trying to figure out whether something is worth buying, millennials will go to their friends and social networks to see what people think.”
But not all social media sites are created equal. While some marketers focus on Facebook, others have recognized the power of YouTube as one of the most dominant social media platforms around.
A recent study by Microsoft made a claim that “Humans now have shorter attention spans than goldfish thanks to the smartphone.”
There is a trend toward short, engaging video content. Great visuals make a difference, and video is everything.
Authenticity makes an immense impact with millennials. They precipitate towards original voices and fresh ideas, and they expect you to speak their language in a real and consistent way.
Clever organizations are employing influencers to promote their products. They’re more likely to listen to a fellow consumer, as opposed to a piece of promotional copy.
For example, seeing others wearing something is much more influential than a hard sell.
The Hard Sell
The hard sell is a disparagement to millennials. They don’t respond to the salesperson screaming about how great their products are. The hard sell is gone, and millennials want to make buying decisions for themselves.
Myth – Millennials are not Loyal
Forbes recently concluded that millennials are not going to stick with the big name brands. The baby boomer generation, on the other hand, would do this because they felt more secure in sticking with a brand they knew. The rise of Millennials has forced brands to stop relying on the idea that they can expect to gain loyalty from customers. Marketers have to win it actively and hold it.
This plays into the stereotype that millennials are disloyal and they won’t stick with anything for any length of time. That demonstrates a fundamental misunderstanding, though. They may be harder to sway to your cause, but when they do become loyal, they tend to be the most loyal consumers around.
Marketers have to realize that retaining loyalty is a constant process.