How to Reach Millennials with Your Marketing Efforts

Sophomore (College 2nd year) ・Management ・APA

With well over a trillion dollars in annual spending power, it is no wonder that the millennial generation is the target of so many marketing campaigns. When done well, marketing to this generation can be extraordinarily profitable, and can result in an extremely vocal, and loyal customer base. When marketing efforts fall flat, or worse, are found to be patronizing and offensive the results can be devastating to a company’s branding and reputation. Following these five steps will help you to develop a millennial marketing strategy that works.

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  1. Audit your social media presence. If you don’t have one, create one. Then, make sure that you are using social media in a way that is appealing to the 19 to 37 year old demographic. Here are a few ways in which social media can be used to attract members of this demographic.
    • Share informative, entertaining, and useful content that reflects your branding
    • Use social media to share your company’s story and values
    • Interact with millennials who connect with your company via social media
    • Connect with millennials on Tumblr and Instagram – Not just Facebook
    • Avoid using social media for direct marketing
  2. Be aware of the conversations that people are having about your company. This is a generation that shares their thoughts, beliefs, and experiences with one another, and they do so on the internet. Take the time to learn where these conversations are occurring, and then take the time to actually listen to them. It’s great to learn what you’re doing right in the eyes of your target demographic, but painful to learn what you’re doing wrong. Both, however, are necessary.
  3. Don’t market to a stereotype. The millennial generation spans from 19 to 37. Members of this generation vary widely when it comes to lifestyle, education, financial situation, and political/social points of view. When making a marketing plan, don’t target a caricature, and never underestimate the spending power or intelligence of your audience. It’s also a good idea to be certain that the millennial generation in its entirety are truly your target audience. You may find that you are wiser to target sub-demographics based on income, age, or lifestyle.
  4. Make sure that your website and content are accessible on all devices and browsers. This is a multi-device generation that is constantly on the go. They also have little patience for things that are not compatible with the technology that they use. Avoid the dreaded ‘click away’, and make sure that visitors can use your website no matter where they are or what device they are using. Better yet, embrace mobile technology and design an app that will make getting connected even easier.
  5. Do something good. In spite of the fact that the label of narcissism is frequently applied to this generation, millennials are more aware of social issues than other generations. They’re more likely than other generations to research your company’s policies and history on issues such as fair trade, equal pay, family friendly leave policies, and the environment. They’re also more likely to use that information when they make purchasing decisions. Some of most effective marketing strategies have combined sales with the chance to do something good. One example of this is the sales model used by Tom’s Shoes. When consumers purchase a pair of shoes, another pair is also donated.

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