One of the most talked-about generations in the 21st century when it comes to almost all types of businesses is Generation Y. More commonly known as the Millennials, people that belong to Generation Y are the ones born between the 1980s and early 2000s. Especially when it comes to marketing, millennials are treated differently and the content that is presented to them as a target audience is expected to be special than what is available to everyone else.
This is because millennials grew up in a time where they have been surrounded by unparalleled levels of technology. Growing up using more and more advanced technology, their brains receive and process information differently and their reactions to trigger points differ greatly from the rest of us. There may be some information, ideas, and thought processes that occur naturally to them which might not be the same case for the rest of us. Therefore, marketing to millennials is often regarded as an art that very few can master.
Many things need to be considered before creating content for millennials and to help you cater to all of them, we have shortlisted a few tips and tricks. Let’s take a moment to understand the power of millennials as a customer. In the U.S alone, there are over 80 million millennials as of this moment and they have a combined buying power of more than $200 billion. Being the largest living generation on the planet today makes them the most profitable market, as business owners, we need to keep their needs and expectations at the top of our minds when making all sorts of marketing decisions.
1. Do Not Underestimate The Importance Of Social Media Ads
Research has shown that a majority of people living in the United States alone have access to and regularly use social media. Social media is one of the most powerful tools that can be used in marketing products and services in today’s times. Surprising figures show that the younger members of the millennial generation are prone to using social media more regularly and consistently with around 88% of people aged between 18 and 29 being avid social media users.
As far as e-commerce is concerned, studies have shown that social media websites like Facebook, Pinterest, and Snapchat play a vital role in establishing brand loyalty. When customers are connected with the brand daily, they are more likely to develop an emotional attachment to the brand which is perhaps the most valuable thing for any business that is dealing with tough competition.
2. Offer Discounts And Special Coupons
One of the most distinguishing factors about millennials from other generations is that they are masters of finding hacks to everything. Therefore, they have figured out how to thrive in economically challenging times today by cutting their costs. This is one of the leads that business owners are most likely to follow. When incentivized by a discount of a coupon, a millennial is more likely to sign up to your website, drop their email, or even share their location. Surveys show that more than 69% of US shoppers will search for a discount offer or coupon before making a purchase. And if they can’t find any, 49% of them will avoid the brand altogether.
Moreover, a large percentage of millennial American shoppers agreed that special deals and discounts play a great role in establishing brand loyalty and encourage them to make a first time purchase. Furthermore, many of these shoppers said that a good offer is much more valuable to them than good customer service. This is how important the need for offering discounted deals and special coupons is to the millennial generation. Additionally, discounts and coupons are a great way to increase your sales for a certain commodity.
Using a marketing practice called “loss leaders”, you can attract a customer to your social media pages, store, service, or website by displaying a discount on certain products. Once they’re there, they may purchase other products at full price as well, which can help you cover the profit margin on the discounted product. This is a strategy that many large superstores use by offering a basic product like cereal at a lower price than the competitors and then making up for it by the sales they make on other products that customers buy impulsively.
3. 21st Century Branding
The 21st century has seen advanced economic and technological changes. Everything around us has changed; businesses, customers, their expectations, EVERYTHING! This is why It’s important to also change how you market your business. Marketing to millennials is especially challenging because of the continuous growth in technology in the world, customers’ access to it, and the fact that customers are simply not responding to traditional advertising techniques anymore. One of the most important steps to take in is to understand how millennials respond to marketing strategies.
One of the most common strategies that have been successful and play an important role in any marketing mix is BRANDING. Also known as content marketing, branding focuses on delivering customized content to the customers; one that is exclusive for your brand and your brand alone. This is something that enables millennial customers to be able to connect with your business on a personal level.
Branding helps you distinguish yourself from your competition and provides the opportunity for you to build trust between your business and its customers. Branding helps you meet customers’ expectations of quality content and the display of your brand’s personality that makes you stand out from the rest. For example, when you have a distinguishable logo, customers will be able to identify products associated with it easily which can bring back positive sentiments and thus, increase brand loyalty. To design a perfect logo, there are a few very important considerations that you’ll have to make because a good logo can easily make or break your brand. Overall, a decent logo combined with a comprehensive, active, and engaging online presence is all you need to stay relevant in the 21st century.
4. Convenience & Instant Gratification
As mentioned above, millennials are surrounded by technology and one thing that technology has done is put the world in fifth gear. In simpler words, the pace at which things are changing around us has made us quite impatient. This especially applies to millennials who have grown accustomed to having everything achieved with the push of a button. This means that millennials are looking for convenience. Also sometimes dubbed as the convenience generation, millennials require information, products, and services to reach them at the fastest pace possible, and whichever business lags, loses to the competition.
When it comes to marketing and advertisements to millennials, it is important to keep in mind that your business has to be able to deliver at a pace that is acceptable to the target audience. For example, if an ad pops up on a customer’s social media page and they click on it to reach your website. If the homepage of your website takes too long to load or requires an inconvenient amount of information to be filled out before providing access, it will very easily drive away from the visitor and you will lose a lead. This also applies to customer service. The generation we are talking about here is self-reliant. This means that they are more willing to solve a problem themselves than to talk to a customer service agent for 20 minutes. Therefore, it is important to make sure that they have the necessary information available to take the right steps to ease their purchasing process. The use of innovative technology combined with the right design and purpose of a website and online presence, providing convenience and instant gratification to millennials is no daunting task.
5. Optimize For Mobile
Almost 90% of millennials all across the globe have access to a smartphone and many of them, it won’t be incorrect to say, regard it as the most important thing in their life. Because of this, there is a pressing need for businesses and marketers to makes sure that their business is accessible from mobile phones if they want to reach a maximum number of customers. Moreover, millennials characteristically don’t like it when, figuratively, a product/service is forced down their throats. Instead, businesses today have to be smart and advertise the product in a discreet yet attractive way that gets a customer’s attention without making it seem like the sole purpose of the ad. One of the easiest, most common ways to do that is to optimize your website, social media pages, and any advertising campaign for a mobile phone.
If you fail to do so, you will not be able to connect with customers as well and if you do, the purchasing process will be inconvenient and troublesome for the customers. To optimize any web page for a mobile device successfully, you need to make sure that your website is aesthetically pleasing and “clean”. An ill-fitting wallpaper on the landing page can leave a lasting bad impression. Moreover, you need to make sure that there is no over-lapping text, the graphics are complementary to the theme of your brand and that everything loads at the same time without lag.
Furthermore, convenient navigation is vital to make sure that your customers have a pleasant experience when accessing your web page from their mobile devices. It is also important for the structure of your website to be comprehensive and that the information is basic and provides an overview of the brand is displayed on the very first page allowing navigation to other, more detailed pages. Optimizing your online presence for a mobile device is almost as important as any marketing strategy in today’s time.
While marketing to millennials may seem challenging, it is important to understand that there is no right way of going about it. With the ever-changing business world, countless new opportunities present themselves almost every day and as business owners, it is our job to seize them and make wonders happen for our business. What’s most important to understand is that marketing is a creative field. The more creative you are, the more likely you are to succeed in capturing the attention of your target audience. This is especially true for millennials.
They are curious, intuitive minds and as hard as it is to please them, it is often not as hard to amuse them with things they haven’t seen before. Therefore, when marketing to millennials, one of the most useful tools you should have up your sleeve is creativity, innovation, and thinking out of the box. Moreover, make sure to never stick to one style, one idea, or one pattern. The key to success in the fast-paced business world of today is to always evolve with time and to be open to new and greater concepts. If you can develop campaigns that resonate with millennials on a personal level and inspire them, you will have loyal customers for as long as your business is operational. For more questions or assists with marketing to millennials visit AdsUClick.com