Latest posts by Diana Smith (see all)
- Most Efficient Marketing Tips For A Millennial Audience - April 25, 2019
- Things You Can Do Every Day To Protect Your Mental Health As You Age - April 16, 2019
The main role of marketing is for it to allow you to speak to your target audience in a language that they understand on both conscious and sub-conscious level. This is why methods like the psychology of colors and shapes, as well as the importance of contrast matter more than you realize.
The problem with a lot of marketing techniques lies in the fact that they were developed during the ‘50s and ‘60s, the golden age of marketing. Nonetheless, the demographic characteristics of an average audience member have significantly changed since then. Here are several tips that should help you adjust your marketing efforts to the millennial audience.
The first thing you need to understand is the importance of smartphones for a millennial audience. These devices are used for social, educational, entertaining and work-related purposes, which means that they’re present in everyday life of your millennial audience. Also, you need to understand that mobile devices are a primary tool used for browsing the internet, which means that by ignoring mobile, you’re ignoring the majority of your audience. Finally, it’s important that you understand the way in which your audience is using mobile internet, as well. This means that you need to understand that 90 percent of the time they spend online, they’re using apps and not a browser.
Voice search SEO
Another thing you need to know about millennials is the fact that they’re using the feature of voice search more than any of their predecessor generations (even though not as much as the generation Z). This is why your content and, more importantly, marketing, needs to be optimized for voice search. In fact, this year, the number of millennials who use voice-enabled digital assistants is expected to climb to 39.3%. As for the daily use, it’s estimated that about 1 in 5 adults use this feature every single day, making it a force to be reckoned with.
Combining with old-school marketing
One of the most curious things about millennial audiences is the fact that they seem to feel nostalgia for the business world that existed before their era (or at least before they were old enough to partake in it). This is why more and more millennials use old-school marketing techniques like giving out promotional products and using branded stationary like Winc when greeting clients in their headquarters. You should never underestimate the power of leaving a good impression on a client during a face-to-face meeting. Later on, this can earn you a lot of WOM (word of mouth) recommendations, positive reviews and so on.
They are social media-savvy
The next thing you need to keep in mind is the fact that millennials are the first generation to actually grow up with social media, meaning that they are quite used to all the marketing rules that work in this field. The most important thing to them is that they don’t get the feeling that they’re talking to a marketing team or a marketing expert but that there’s a person like them on the other end of the line. Therefore, try addressing them as a real person, even a peer if you want to achieve success.
Reviews are more important than ever
As we already mentioned, millennials are not as easy to impress as the previous generations and they tend to spend more time researching each product/service before paying for it. However, they’re not as feature- as they are performance-oriented. In order to get the true story, they’re much more likely to look for a review in the form of a video or text. Earning reviews, and testimonials in general, however, is far from easy.
Create a community
In order to receive value, you need to offer value to your audience and the simplest way to pull this off is to work hard on your content, improve your offer and, overall, have something to offer to your audience. Some brands put a heavy emphasis on the sense of belonging, thus working hard to develop and maintain a strong sense of community amongst their fans. Keep in mind, however, that every great community is self-sustaining, which means that you should merely be there to offer some guidance and support.
As you can see, there are a lot of innovations for you to make and adjusting to them might not be that easy. Still, seeing as how millennials are becoming more numerous amongst entrepreneurs and executives, as well, the discord between major corporations and their customer basis may not be there for long. By adhering to these six tips, however, you can exploit this phenomenon in time and use it to create a competitive edge.
Featured image: Unsplash