Marketing To Millennials

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Who Are These Millennials & How Do We Market To Them?

There is no question that the marketing world has changed in the past few years, largely due to millennials and their influence. With over 87.5 million Americans falling under the millennialcategory, it has become increasingly important to know how to market to millennials in a more in-depth manner. It can be a finicky process as millennials are constantly changing and adapting to the industries around them. However, it’s not impossible and simply requires a closer look into what this age group desires.

Where is Their Focus?

In a study conducted by the University of Southern California, the habits of millennials, and two other generations, were perused for signs of similarities. The poll covered internet usage, where money was being spent, past times, etc. Millennials, surprisingly enough, made up the lowest amount of internet users in general. However, they won out when it came to social media usage.

If you’re in the marketing industry at all, you know that social media should be a huge focus for your business. This rings true for those who are online or in-person businesses. If you’re focusing on marketing to millennials, around 89% of millennials have a strong presence on social media which means, your business should too.

Where are they Spending Their Money?

Studies show that the majority of millennials spend their money on the following top five industries: socialization, education, apparel, services, and food away from home. There’s that socialization popping up again, which only puts more weight on the dire need for social media involvement in today’s marketing strategies.

Since there are a plethora of businesses that could fall into these categories, it’s important to know what millennials are looking for and what draws them in. USC’s study points out that 91% of millennials prefer to associate with brands who are associated with a cause. Take the shoe brand Tom’s for example. Each pair of shoes bought sends one pair of shoes over to children in third world countries. Due to this aspect of the business, Tom’s has become an extremely popular business in a short period of time.

In other words, be socially, environmentally, and globally conscious in your marketing to millennials and they will hand their attention to you on a silver platter. Stand for something and they will stand for your business.

What to Avoid

Marketing to millennials is not a simple bait and hook kind of marketing strategy. They are more aware of the “tricks” when it comes to being talked into buying a service or item. Millennials want a real experience. Mavrck states that, “Millennials demand better service, unique experiences and more personal interaction before they will declare loyalty for a brand.”

Make your business personal, raw, honest, and millennials will pledge their loyalty to using your business. If you try to use the “click bait” style marketing, you might get a small flood of users at first, but they won’t stick around. Millennials want authentic experiences, not rehearsed, fake ads.

Avoid spending time, efforts, and money on things such as magazine ads, radio ads, etc. This is referred to as “outbound advertising” which is not a type of marketing that millennials react to or are interested in.

A Few More Facts

Here are a few more facts to pay attention to when marketing to millennials.

• More than half shop online for all types of products.
• They are more likely to use their phones to access products/services/sites.
• They are connected across multiple devices, which means they will be watching TV at the same time they’re using their tablet or phone.
• They’re focused on traveling/experiences/fun more than anything.
• They want to be involved or a part of the product creation process.
• One in three choose informational blogs for their as their top media source.
• They don’t like being deceived when it comes to advertising/packaging.

Overall, millennials can be difficult to market to because they often times crave a very specific experience. It can be hard to customize this for each person who might come across your business. However, if you do your best to mold your marketing strategy around what most millennials prefer, you’ll be on your way to reaching the largest group of potential customers in our world today.

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