Millennials and Marketing
I am not too proud to admit that since one of my favorite movie franchises now takes place completely in the past, I have to consider myself part of an older generation. And even though I have more in common with Marty McFly than Marty Grimes, I realize the characteristics of a generation that never needed a separate camcorder, tape player and phone as well as knew what a gigawatt was can teach us a lot about marketing.
MULTI-TASKING
Millennials seem to be constantly doing three or four things at once. They’re working, texting, checking social media, and listening to music all at the same time. Your marketing plan needs to be doing the same thing. Along with the major objectives, a good marketing plan needs to constantly generate brand awareness, educate potential customers and every now and then simply entertain.
TECH SAVVY
They have grown up with computers, the Internet and smart phones. Technology has been an integral part of their lives since day one. Marketing programs need to be maximized to take advantage of the different technology platforms. Websites need to be optimized to work on computers, mobile phones, and tablets. Email and on-line campaigns should be clean and direct. Relying on a great deal of copy and graphics can make them slow to download and difficult to read on smart phones.
COLLABORTATION
Millennials are very team-oriented and want to build friendships, not only with colleagues but also with brands. Follow their lead. Make sure your marketing plan includes interaction between existing customers and new customers. Generate conversations about the future of the industry or potential solutions to common problems. Remember, the conversation needs to be two-way. Don’t constantly preach the value of your company and products. Let the conversation lead the way.
CONNECTED
The days of the big three (radio, television, and print) are gone. Millennials pretty much live on social media. Marketing plans need to do the same. There is still value in the traditional channels but having a presence on Twitter, Facebook, Pinterest, Instagram, just to name a few, can keep you connected with your target audience. Social media will also allow you to constantly adjust the messaging depending on what is trending at the time.
INSTANT GRATIFICATION AND RECOGNITION
There’s a reason why they have been nicknamed the “Me Generation.” Customers aren’t much different. It’s all about them and what they need from you. They want to be able to find what they’re looking for quickly. They don’t want to wade through several pages of copy or six or seven on-line clicks to find what they’re looking for. Don’t bury your marketing messages hoping to sell more as they wade through. Make it easy to find and share. And reward them for it through loyalty programs and other incentives.
TRANSPARENCY
Say what you mean and mean what you say. Millennials thrive on open and honest relationships and are very quick to pick up on “Marketing Speak.” They know when they are being sold. Create trust in your audience. Show that you care about issues they face and how you can help to solve them. And if you make an error, own up to it. After all, nobody is perfect.
So we may not have flying cars, pizza hydrators, and the Cubs still haven’t won the World Series, but the future of marketing is still going strong. And contrary to what Doc Brown said about 2015, we still need roads, as in a strong marketing roadmap.
