Cracking the nut of marketing to younger generations has puzzled experts in industries from fashion to financial management and everywhere in between. Like every generation that preceded them, millennials have certain unifying similarities. As the first generation to grow up with technology at their fingertips, they quickly earned monikers like the “Selfie Generation” and “Me Me Me Generation.”
Time and again, studies like this one by Elite Daily have proven the opposite:
The better approach is to dig deeper into the demographics and the group to identify the cohorts best suited for your marketing needs.
To uncover some of the best practices to reach and engage young audiences, I spoke with the team behind
This held true when trying to figure out the key to outperforming traditional digital content. When comparing performance data for
Trying to couple current media with Gen Y and Gen Z users is like attaching a dot-matrix printer to an iPad Pro. While millennials appreciate well-thought-out and authentic content, the first challenge isn’t necessarily the quality of the product itself, but whether its delivery captures the user’s attention in the few seconds they grant you.
Millennials expect their customer experience to be seamless at every node. The simpler and more intuitive the experience, the sooner the end user is likely to repeat that process—establishing brand loyalty. Focusing on the UX of a product garners exponential returns in user retention.
Speed And Freshness
The second component of retaining millennial users is usually the most time- and people-intensive. This is the era of live sharing and streaming; the bulk of today’s news breaks first on Twitter and Reddit. Journalists were the first to recognize this: they transitioned from chasing the byline with 500–1,000 words to tweeting their best content in fewer than 150 characters.
This is not a new phenomenon: the speed with which information travels has grown exponentially since the advent of early technologies like the telephone and telegram. However, it is no surprise that the generation that went through adolescence with technology at their fingertips craves fresh, new content.
In the internet age, companies looking to stay abreast of the trends and topics of the day have spawned entire industries that track social media and big-data insights. Thus, it should come as no surprise that, while solutions like Twitter are time-efficient, the sacrifice of similar real-time feeds is in the quality of the content.
Nevertheless, 150 characters and a GIF or video tweeted courtside from the NBA Finals Game 5 doesn’t quite pack the punch of a well-written editorial coupled with highlight videos, shot charts and visualized stats. Even if someone has been writing articles for years, the best place to distribute their ideas is the context that millennials primarily use to communicate.
However, for most companies, this process is often time- and people-intensive. Therein lies the linchpin challenge of millennial marketing: innovating an engaging user experience while feeding the need for fresh content. As a young company,
Such technology-based approaches to creating engaging experiences for users can save companies billions of dollars, yet
I sat down with Vip Sitaraman (CEO) and Nando Luna (President) of
The common misconception that millennials have a short attention span started with Microsoft’s famous “goldfish” study. However, the information overload of the internet era has turned digital citizens into winnowers in search of a quality experience—the operative word being
For more information, visit: https://www.forbes.com/sites/deeppatel/2017/07/04/how-to-reach-and-engage-millennial-audiences/2/#785065567cd7