Every business has an unflinching focus on the millennials or the teenaged people who have been born in the new millennium. Dubbed as millennials they are the most preferred and targeted audience for digital marketers since these young people are more tech savvy and digitally active than the people of their previous generations. In every era teenagers typically are seen as the harbingers of a new trend in social behavior, fashion, and overall living spirit. But when it comes to the teens of our era, they seem to have nothing common with the same age group of earlier generations.
Yes, millennials now dominate the online space and they represent a really dominant group of mobile users with loads of their time spent on mobile. With such level of online and mobile activity, they are one of the most important age groups for marketers and digital strategists.
So, millennial marketing is just not a trendy term. It has solid basis and reasons to be taken seriously. As a marketer, you need to have a solid grasp on the wants and wishes of this millennial audience. What are the key traits of the millennial audience and how your marketing initiatives can address them? Do you have any clue? Here are 6 effective tips for millennial marketing.
1. Marketing for more time spent on mobile
It is something most of us already know about. Millennials spend more time on mobile device and they seldom stay away from their device. They are mobile junkies who hop on and hop off several apps within a short span of time. Millennials spend hours playing mobile games or socializing and chatting on their device. They trust a website that works just fine on mobile irrespective of what it looks and feels like on the desktop.
Millennials use the latest technologies like personal assistants and voice search in searching their contents and they dislike apps that do not sync files easily across several devices. They like speed, ease of use, smart user interface and always want to taste something off their known limits. So, digital marketers, mobile apps, and websites targeting this millennial audience require having an extra degree of sophistication and brilliance.
2. Personalized shopping experience
There is something astonishingly matured and non-juvenile about the present day teens, especially the way they feel indignant about their specific choices and preferences on all matters. Well, this insistence on individual preference is too rigorous when the millennials turn to digital media. They are far less tolerant about user experience that does not cater to their preference. Moreover, they like to feel important and want themselves to be addressed in a personalized manner. Naturally, a brand requires communicating them in a more personalized manner and address them always with unique preferences of the audience in mind if it really wants to influence this audience.
From the gaming experience to the promotions running on your mobile app to push sales, without a personalized experience you just cannot engage this audience. The best way to personalize the shopping experience for this budding youthful audience is to make use of user data to draw insights on user preferences and accordingly address them. When they shop or just browse products online, their typical choices, budget preference, and all other specific attributes should be utilized to suggest products that they are more likely to engage with.
3. Deliver contents for lower attention span
Now, let us explain a big truth about the millennial shoppers and it is nothing but their low attention span. Yes, as we have mentioned earlier millennial people just hop on and hop off several apps within a short span of time and except a few frequently visited apps they often remain restless on most other apps and web pages. Is your web page or mobile app all equipped to accommodate this frantic and restless behavior? If not, they are still not really made for millennials.
4. Make use of user-generated content
Millennials, unlike other age groups, are more vocal, frank and open when it comes to expressing their opinions publicly. They often express their happiness or dissatisfaction about products and services openly. Moreover, having been most active and frequent across online platforms they are also more well disposed to give opinions and create contents. Naturally, when it comes to user generated contents, millennials have the biggest share.
Just as they are vocal on products and services, they as buyers and subscribers also value this user-generated content most. A whopping 54% of young shoppers cite user generated contents to have more influence on their decision-making process. As various studies suggest, millennials spend hours in with consumer generated contents every day and they are more influenced by online reviews and such contents than customers of other age groups.
5. Offer mixed bag of contents
Millennials just because of their decreasing attention span, prefers not to read a lot. As for text content they only like to quickly scan the important points rather than reading dense paragraphs of contents. This is why small byte sized text content with visually appealing structure involving bullet points and small paragraphs with subheads can be more engaging.
Do you require to deliver visual content with text on them? Layers of images and texts, posters and infographics can just be ideal. Infographics have the power to deliver contents with a visually engaging way while maintaining the quick understandability and aesthetics.
Typically for all kinds of descriptive contents, millennials prefer the small video that just takes a minute or two. Offering video that instantly grabs attention and just offer value without beating around the bush, can be a nice way to engage this audience. GIFs and illustrations are other two visual contents that can deliver a creative tweak to your digital presence.
6. Engage on social media
Millennials spend a great part of their online time on social media. Naturally, your content strategy on the web and mobile app should be in perfect sync with the social media. Apart from content strategy marketers need to spend a lot of time on social platforms as well. Instead of focusing on too many channels make your presence felt in few channels where your target audience spend most of their time. Frequent posts, comments, engaging conversations, running interesting adverts and campaigns, all these you need to do to remain visible and to stand out from the rest.
The bottom line
When it comes to the marketing strategy for millennials you need to be more proactive and responsive. Just because they have less patience, you should be quick in response and every time should address them with something they like. That’s key to millennial marketing.
