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Reaching Millennials with Marketing

Millennials tend to get a bad rap. Fifteen years ago it was the Gen Xers that everyone was complaining about, but now that Millennials as a group have reached adulthood, we seem to be the focus of everyone’s derision.

Millennials are generally defined as the group of people born between the years 1981 and 1997. This year, we will overtake Baby Boomers as the largest demographic in the United States. So love us or hate us, your brand simply cannot overlook Millennials as an essential chunk of your market.

People that pine for the “good old days,” whenever those were, usually characterized Millennials as vapid, self-involved, and devoid of anything resembling an attention span. But I would have to disagree with that characterization.

Millennials are smart. We are more likely to hold a bachelor’s degree than either Generation X or Baby Boomers, and women significantly outnumber men in this regard. We’re also more tech-savvy. We have no trouble adopting the latest interface or gadget, and we understand the power of social media.

We are increasingly less white in terms of race, and we are more likely to live in urban areas. Millennials are also much more likely to put off marriage, and we tend to be more politically progressive than our parents and grandparents.

Over these last ten years, technology has changed the world dramatically, and these are the years that Millennials have come of age in. It’s only logical, therefore, that reaching Millennials with your brand will take a different approach than reaching older consumers. In order to make an impact with this more educated, more diverse, more tech-savvy group of people, your brand will have to become all of those things as well.

Better Content

Millennials may watch a lot of cat videos on YouTube, but we can’t be won over by click bait. In order to appeal to this demographic, your brand will need to create content that is engaging, to the point, and shareable. Time has become a scarce resource amongst Millennials, so you need to make an impact quickly by creating content that is both attention grabbing and worthy of people’s attention.

Better Conversations

Millennials expect you to reach them on their preferred platforms: Facebook, Twitter, Instagram, and Pinterest, among others. Instagram in particular has arisen as the platform of choice for younger Millennials. The potential power of a strong presence on YouTube cannot be overrated, as well.

Better Connections

Most Millennials don’t expect much privacy when it comes to their online presence. They realize that you have a great deal of data about them, and they expect you to use that data to help improve their customer experience. Reaching Millennials requires creating experiences of your brand that are both personalized and personal. In other words, you need to appeal to what you know about their tastes and interests while also creating an experience that has emotional impact.

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About the Author

Angela Bourassa
Director of Content Strategy for SCP Marketing. Screenwriter and story teller.

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