The millennial generation is presenting an entirely new challenge to the field of marketing; that said, it is not a wholly new phenomenon.
Marketers are continually finding themselves confronted with the perennial problem of how to sell products to different types of people – as such, millennials are nothing new, they are simply the latest in a long line of ‘next generations’ that require new approaches and tactics.
There is no question that marketing is changing — newspaper advertisements, television commercials and direct mail don't have the influence they once had. Millennials have changed all that, collectively drawing marketers' focus toward online and mobile marketing.
Does this make the marketing challenge an impossible one? In short, no, it simply changes the traditional rules. There are five key new areas that all marketers looking to target the millennial market should be aware of.
First, mobile: the immediacy and responsiveness of life with a smartphone has shaped both behaviour and expectation. It is no surprise that according to findings from Pew Research earlier in the year, 85% of 15–35 year olds own smartphones, which they use to stay in touch with friends and family. Smartphones are the established device of choice to remain current on issues, role models and products typically of interest to the millennial generation.
That means marketers must make sure that the user experience is optimised for smartphones, that it is visually appealing, has fast load times and includes a clear call-to-action that's on point. Because millennials spend so much time on mobile devices, marketers have an increased window of time to reach them, but a much shorter attention span to maintain that engagement— even during the working day.
Second, be immersive: this generation responds to rich, engaging online experiences, especially if those experiences can be uniquely shared with others. Unlike generations of the past, millennials seek inclusivity, offering marketers an opportunity to captivate an audience whilst allowing it to participate in the digital world they're creating.
Successful, personalised millennial campaigns will ask consumers to add their own stories or pictures to a larger story or on a third-party social media channel, such as Instagram or Tumblr. For millennials, it's the immersion that matters.
Thirdly, be transparent: the millennial generation craves transparency and dialogue with the products, brands and people they love. Make sure you know what your brand stands for and communicate it clearly, but also stay in touch with your audience through social media to communicate how your company and the products are contributing to a positive long-term story.
Fourth, be more personalised: millennials are more attached to experiences than products – fact. Marketers need to be savvy here and promote the lifestyle that the specific product supports, rather than the product, just for the sake of it.
Also, although ‘millennial’ started as a generational stereotype, it now typifies a particular mind-set; marketing by age or gender is therefore no longer enough... instead, marketers must dig deeper into the lifestyle the product or service supports and use online channels to market to its audience in an emotive and creative way that will actually resonate.
Finally, and importantly, the brand advocate: the millennial generation define s itself by the products they use, the beer they drink and the shoes they wear: most importantly, they love to talk about those products.
When millennials ‘fall in love’ with a product or a brand, they tell the world through social media or face-to-face conversations, and similarly when they fall out of love, too. These people are a brand’s best marketing tool – the secret weapon in the marketer’s arsenal, and will sell your product for you if you give them the incentive, a forum and the means to do so.
The millennial ‘conundrum’ need not bemuse or confuse marketers as many have suggested, nor are the behaviours confined to a particular age group anymore - it’s more a case the next natural stage of marketing evolution and an increasingly intelligent and connected audience.
With digital laying the foundation for almost every customer touch point, marketers are now also presented with the opportunity to glean insight from millennial behaviours. Muhammad Ali had it right when he said: “impossible is nothing,” and this is true for marketers – the key is mind-set and pragmatism; it’s now more than ever before about customer understanding on an informed, individual and empathetic level.
By Martin Tavener, CTO for Customer Engagement Solutions at IBM.
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