They are the movers and the shakers of today. They are the tastemakers and influencers of tomorrow. They are the early adopters and the major risk takers. This “They” that we speak of is none other than millennials and they are one of the hardest groups to target with your marketing campaign. As nearly ¼ of the population in the United States is under the Generation Y/Millennial moniker, more and more companies are appropriately switching their focus to targeting this demographic.
For marketers, finding the right way to capture a portion of this segment has proven to be harder than expected. Millennials are constantly changing tastes, needs, and desires. Ammon Cunningham, an entrepreneurial consultant, has shared a few ways in which he effectively has consulted clients on reaching this elusive population.
Before beginning to market to the millennial, it is imperative that you understand they are not all the same. Yes, this can be said for any target market, but millennials are significantly different than previous generations. For starters, millennials are the most diverse generation to have existed. From socioeconomic status to life choices, millennials are vastly different across the board. For this reason, in order to effectively reach portions of this target market, you have to dig deep and segment your approach. Capturing the attention of millennials is more effective with segmented marketing approaches as opposed to a demographically designed model.
Millennials are the first generation to be saturated with this amount of technology at their disposal. They grew up with technology all around them. They define themselves through Internet and social media engagement. In 2015, The Pew Research Center released a report that found 86% of people aged 18 to 29 are smartphone users. This means that the best way to deliver your message to a millennial is through developing the best mobile marketing strategy you possibly can. Brands and businesses will need to maintain constant communication with millennials in some form. Additionally, creativity and native integration are essential in retaining the attention of a millennial. Ads that appear too “spammy” or have longer loading times will be rendered ineffective and not garner any attention from the millennial.
Finally, the day of the door-to-door salesman is over. The only organization this strategy effectively works for is the Girl Scouts during cookie selling season. The fact of the matter is millennials do not respond to hard sells. Millennials are conscious ddecision-makingshoppers who are fully aware of their buying power. They respond more to peer-influencers than outside salesman touting the benefits of a product or service. Authenticity reigns supreme in the eyes of a millennial consumer.
Marketing to a millennial is not a perfect science. This generation of consumers is constantly moving and evolving at a rapid pace. The best way to capture this segment is through developing an adaptable approach that isn’t afraid of trial and error.