Millenials are a growing segment of consumers—making up more than a quarter of the US population—thus forcing marketers to change their game in order to stay ahead. They’ve completely reshaped the marketplace. Check out some of our best tips for keeping up with these 83.1 million consumers:
- Their smartphone is everything; information has to be readily accessible via mobile
The quickest way to lose a Millennial audience is a bad mobile experience—poorly designed apps included. The 86 percent of American Millennials who own a smartphone spend an average of 18 hours on their device each week. Meaning, when they are struck with the notion of researching a product, the phone comes out and they start Googling, checking out social media, or texting trusted resources—friends, family, or that one trend-setter who always seems to be ahead of the curve.
The key is to convey your message quickly and effectively, otherwise interest will be lost. Clean, responsive touchpoints accessible anywhere, anytime is the crux to locking them in after initial interest.
- Hell hath no fury like a Millennial scorned
Social media and mobile technology have changed the communication landscape: not only are you able to lose a customer as a result of tone-deafness, but that loss now has a domino effect that simply did not exist before. For example, United Airlines stock dropped $1.4 billion in one day after the ‘passenger removal’ video took over social media. Pepsi had to pull its recent television ad, featuring Kendall Jenner giving a police officer a Pepsi.
Large scale, viral disapproval isn’t the only thing brands need to be wary of. With popular social networks like Twitter, Instagram, Yelp, OpenTable, TripAdvisor, Google, etc., Millennials are actively sharing their feedback and checking these sites for reviews from their peers when making decisions about travel, product purchases, and everything in between. It’s not enough for brands to say they have the best product or the lowest prices, now their customers have to say it for them.
- Millennials don’t want to be “sold” to
Traditional ads are no longer resonating with the millennial audience. Millennials are cautious, educated, savvy, and motivated to learn more. In fact, their appetite to learn more is to your advantage. Engage them in the conversation. It takes effort to build trust, so don’t take it for granted if you have a loyal fan base.
Once Millennials feel like a partner, they are eager to share and promote products and services of value. Brands such as Netflix, GoPro, Wendy’s, and Pampers have built entire communities using social media. They know the best way to resonate with Millennials is to engage with them—an engaged audience is an invested audience, after all.
Millennials don’t have all the answers, but they do know how to find them. Making sure your brand/company/service is accessible, trusted and forthcoming is the secret to reaching success in this marketplace. Millennials don’t want to be openly sold to, they want to be informed and educated about their options. By continuously engaging Millennials with innovative and relevant information that adds true value, you gain their respect and their business.
Sources: Phoenix Business Journal, Pew Research Center, Fortune, Business Insider, MarketingCharts