The Good, the Bad and the Ugly of Millennial Marketing
First rule of millennial marketing: don’t talk about millennial marketing. Or at least stop throwing around the term “millennials” – it’s overplayed. It’s bizarre to think of a room of “non-millennials” trying to decipher the best way to engage us. So if we’re going to bucket my generation in a…bucket of generalities…we need to address the good, the bad and the ugly.
By definition, millennials make up the generation of people born between 1980 and 2000. Opinions of “my generation” have notoriously been the subject of heated debate. In 2013, Time Magazine released an article titled “Millennials: The Me Me Me Generation,” using words like “lazy, entitled narcissists.” Ouch, that stung a little! On the flip side, Pew Research reported that millennials as a whole are collaborative, self-expressive, optimistic, social. So you see how it can be difficult to craft a successful marketing content strategy for such a diverse group. Have no fear, AgencyMSI is here to break things down.
Millennials are #obsessed with social media. Whether on Facebook, Instagram, Twitter, Snapchat, Tumblr, we’re accustomed to floods of information at our fingertips. A solid social media strategy is a must for any brand trying to build trust and loyalty with us. If we like you, or even better “like” you, you can guarantee we’ll share out that content within our circle. A study conducted by the American Press Institute states seven in ten millennials regularly read content posted, liked or commented on by a Facebook friend.
A study conducted by the American Press Institute states seven in ten millennials regularly read content posted, liked or commented on by a Facebook friend.
Key Takeaway: Since this generation is wired to like, share, tag and retweet, your chances for increased eyes on your brand is staggeringly higher through social media engagement. Think a steady stream of fresh content, sharp visuals that deliver value to the newsfeed, and copy that is fun yet to the point. Your active presence is everything, so utilize analytics to know when we’re most active online and what types of content are most engaging.
The speed at which negative feedback on your brand can travel can be scary. One click of a button, one bad comment or review has the power to stick, and be resurrected, over and over again. With a world of answers milliseconds away courtesy of any browser, transparency is your best friend. The millennial can and will find out nearly everything there is to know about a brand before buying into it.
Key Takeaway: Being completely transparent upfront allows brands to retain control of their image and shape their own narrative. Don’t let the bad paralyze you! It’s important to remain engaged – listen and respond, not just in the bad times, but when the positive comments come rolling in too.
You must keep things fresh. The constant need to stay relevant in the minds of millennials can be challenging. 61 percent of millennials admit to having switched one of their favorite brands in the last 12 months, according to a survey conducted by research company GT Nexus. We’re interested in the next best thing – because there is always a next best thing.
61 percent of millennials admit to having switched one of their favorite brands in the last 12 months, according to a survey conducted by research company GT Nexus.
Key Takeaway: To remain cutting edge, your content strategy must remain flexible, relevant and timely. Don’t underestimate the time that is needed to do so – earmarking additional budget for the production of cool visual assets and content will help keep you top of mind.
There you have it. And just think, I wrote most of this while ubering my commute to work.