Millennials are majorly individuals born between 1980 and
2000 who are currently college students, single professionals, and young
married professionals. Ideally, known as a diverse group of consumers,
exhibiting unique media consumption behaviors and brand messaging needs. Whether relational marketing strategies or experiential
marketing strategies, this group of consumers dwells on engagement. Furthermore,
inspiration, motivation and also emotional associations towards brand are
important aspects of marketing to millennials. Specifically, millennials
celebrate brand purpose, want a personal connection, expect dialogue and
embrace disruption. So, what should a business understand when marketing to
What is a Brand?
Firstly, we’ll need to revise what a brand is because
marketing to millennials is all about brands. In retrospect, a brand is a name,
term, design, symbol, or any feature that identifies goods or service as
distinct. Similarly, brand attributes may be real or illusory, rational or
emotional, tangible or invisible. But the focus of brands is differentiation,
what makes the brand different from its competitors. Brand response is a huge part
of marketing to millennials with relational, experiential
and collaborative marketing. Furthermore, some millennials have maturity,
optimism and empowerment, hence control of their marketing and media
Characteristics of Millennials
There are conflicting perspectives regarding millennials’
attitude and behavior towards brands. Some perspectives suggest millennials are
generally not loyal to brands. In contrast, stating that some millennials more
about products, matching their personality and lifestyle rather than a specific
brand. While other perspectives suggest that some millennials see themselves as
rationally oriented consumers. Hence, consider price and product features as
more important than brand names and loyalty. Furthermore, brand image only
becomes significant when marketing to millennials
if functional features of the product or service are of high quality. Thus,
suggesting that image and quality are interconnected for good brand experience.
Relational marketing focuses on building financial, social,
and structural bonds to reduce the chances of customers ending a relationship
with a brand. This affirms the belief that consumers desire a relationship with
a brand, before and beyond purchasing decision. In contrast, experiential
marketing focuses on the customer experience, sensory, emotional, cognitive, behavioral
and relational values. Basically, customer and user experience. Lastly, in collaborative
marketing, consumers are viewed as potential collaborators. This implies that
consumers help market to fellow consumers. Additionally, this means that
creating brand value becomes a collaborative process.
When it comes to marketing to millennials, it’s noteworthy
that that brands contribute to the construction of a consumer’s identity.
Hence, consumers can choose a brand over another because they see identity
traits of themselves in the brand story, image and personality. Furthermore, if
a consumer doesn’t see their current self-identity in the brand, they could
resist repeat purchase. When marketing to millennials, perception of
self-identity and image the consumer associates with the brand can play a role.
Otherwise, businesses should ensure that their brands relate with their
intended consumers’ identities.
85M millennials consume online content monthly in the US
alone with more than $1.1 trillion in spending power. Furthermore, millennials
are committed to brands that express social and community values.
Specifically, they expect businesses and brands to positively contribute to the
community at large. Thus, a brand community image is key when engaging
millennials who are proactive with interaction, participation, and co-creating
with brands they love. Additionally, combining this with a recognition or
rewarding system for millennials can maintain their participation. Ensure you connect
your brand with related values, such as concerns for the environment or global
64% of millennials only share content which they deem thought
provoking and intelligent. Specifically, when engaging millennials, creating
content tailored to their individual interests is extremely imperative. Similarly,
keeping in mind their age, location, genre and cultural interests at all times.
Inevitably this enables you develop a deep understanding of who they are, where
they are, and what motivates them. Remember, millennials receive over 50
marketing messages a day hence have learned to ignore the things that don’t
deliver value. So, your content isn’t valuable, it will be shooting blind.
Social media comes to mind to most people when marketing to millennials.
This is with good reason since millennials consume the most content across a
number of different social media platforms. Known as a technologically driven
generation, social media has empowered a shift in the branding process when
marketing to millennials. Specifically, social media has raised the levels of
interactivity, opening doors for a multitude of marketing channels and brand
stories. Furthermore, allowing engaged millennials to purposely seeking out
brands to connect, interact and collaborate with. It’s no wonder that the first
association when marketing to millennials, is social media.
Word of Mouth
Likewise, social media can be used to propagate negative
word of mouth about a brand as content is easily shared with a mass audience.
Furthermore, unhappy influential millennials can jeopardize and even damage a
brands reputation. Specifically, cognitive, emotional and behavioral investment
in specific brand interactions affect millennials on social media.
Additionally, this can affect levels of consumer loyalty, satisfaction,
empowerment, connection, emotional bonding, trust and commitment. Thus, controlling
the negative evaluations, and opinions about brands on social media can be a
nightmare. Hence why it is important for companies to be on social media to
listen and respond.
In conclusion, whether developing a mobile app filled with
shareable content or using sharable hashtags to encourage social sharing. You
could keep the above tips about marketing to millennials in mind. Authenticity
with content is key whether it’s a meme, article, or image, or one idea at a
time. Secondly, it’s important that brands humanize themselves and have real
people speak on behalf of the brand in social media. Furthermore, millennials expect
to be listened to and part of your decision-making process. There so many
strategies you can use when marketing to millennials, be sure to contact us for
your free consultation.
Executive Assistant and Content designer at T3 Direct LLC
I have tailored my skills in all verticals of marketing & business development. I have mastered a niche in Lead Generation, Digital Marketing, organize/develop projects, team development, data analysis, & excellent customer service.
About us and this blog
We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.
T3 Direct is a company that produces corporate sales meetings, with a select specialty in some business to consumer aspects. Our mission is to connect people, places and ideas through sales meetings, events and interactive media. We help our clients reach their most important customers and prospects in the U.S. and Canada. We do this through face to face sales meetings as well as virtual options such as web conferences, SEO and SEM.