Sunday, April 30, 2017

4 Ways to Resonate with Millennials



The millennial generation is arguably the most important client base to current business owners. Millennials, the largest generation since the Baby Boomers, account for roughly 30% of all retail sales in the United States. This amounts to about $1.4 trillion annually; as a result, it is now imperative for business owners to understand and cater to millennial interests and concerns. Here are 4 ways to connect with a millennial client base and increase your appeal with this generation.

Social Trust

One of the most important considerations when trying to reach out to millennials is that many won’t trust you. That is, rather than trusting claims by a brand or conventional advertising, millennials are going to listen to their social circles. Roughly 89% of millennials trust family and friends over claims in advertisements, and around 84% don’t buy into traditional advertising at all. This is not to say that millennials are unreachable through advertising – marketers just need to amend their approach.

One way a brand can gain social trust among millennials is to advertise on social media. Advertisements that are similar in tone and presentation to user-generated content (content that millennials create and post on their friends’ social media), will be received my millennial consumers with trust and curiosity. If your advertisements appear to be naturally posted content rather than pop-up style ads, millennials will respond to your campaign and possibly even share your product within their circle of friends on other social media platforms.

Social Good

In addition to being trustworthy, socially responsible and moral behavior is also important to millennials. 61% of millennials are concerned for the future of the planet and feel personally responsible to make a difference. However, not all millennials feel capable of making a significant positive impact and believe that businesses should contribute to social good.

Numbers demonstrate that businesses that identify social issues and implement socially conscious solutions do well among millennial consumers. For example, a Detroit-area cleaning business tripled their earnings in 2 years, partly due to adopting a social mission and giving to charity. Other brands such as TOMS have taken on similar missions on a worldwide scale and have done very well as a result.

Working to improve an immediate issue is not the only way to demonstrate that your product is socially responsible. There are other social issues that are more perpetual or figurative, like body positivity and equal rights, that millennials care about as well. If your company can portray itself as a crusader or advocate for continued social good, millennials will respond.

Smartphones

When thinking about how to reach out to or connect with millennials, businesses cannot ignore the importance of smartphones and other smart devices. From dating to shopping, millennials rely on their smart devices like no other generation ever has: over 85% of millennials own smartphones and consider them necessities.

It’s estimated that millennials check these devices roughly 43 times a day, so mobile optimization and advertising are extremely important. If businesses want to connect with millennials through their smart devices, your ads need to be carefully curated and optimized to function on millennials’ various smart devices. If your content isn’t formatted correctly, millennials will not hesitate to overlook your ad or website.

If you’re an online retailer, the same can be said for ease of checkout and purchasing. Millennials won’t hesitate to make purchases with their phones, but millennials won’t use your service if the process is convoluted or overly time-consuming.

Experiences

Millennials are always looking for their next great story or memory that they can share with their friends for months or years to come. As a result, focusing your brand on experiences is important to tap into this mentality. Advertisers should present their products as an experience to millennials to resonate with this generation.

A significant amount of millennial-focused content discusses taking trips and learning new things, among other experiential themes. Further, 78% of millennials are more inclined to engage with a brand if they have face-to-face interaction with it. This shows that companies should engage more in experiential marketing when targeting millennials.

Coca Cola, a brand with which millennials consistently engage, has successfully adopted this concept multiple times. Coke regularly associates their product with social interaction and events, which facilitates an “experience” for its millennial consumers.


It’s important to remember that you shouldn’t treat all millennials the same; there are cultural and other differences within the generation to pay attention to. However, by paying attention to certain themes and catering them to specific audiences, you can increase your brand visibility among this important generation.

1 comment:

Unknown said...

The millennials will play a very important role to our society. this is a great post!