How to Digitally Market to Millennials
Millennials today are known as a vibrant, dynamic group. A group that isn’t always easy to market to but definitely loves to consume in the areas of technology, entertainment, and fashion. While millennials are spending time online, they don’t like advertising and continually place ad blockers on their browsers. So how are you supposed to market a demographic so resistant to traditional marketing efforts? We’ll break it down for you.
All babies born from 1981 to the 2000s are considered Generation Y. Knowing this is important because it gives you perspective on how this generation grew up. They were in the early beginnings of the internet, they spent time messaging on AOL with their friends, and they know the hassle of dial-up. They have seen technology rapidly changing over the last twenty years, watched some tech die out (looking at your Myspace), and have followed along with each development along the way. Because of the drastic changes that millennials have watched and experience they have become very adept in the progressive nature that is the digital landscape.
Stay Away from Traditional Avenues
Let’s look at where and how to market this generation of young adults. When looking for marketing channels, it’s best to stray away from traditional avenues. Television for example may seem like a great channel to target millennials but in actuality millennials are spending 30% less time watching television than they were 4 years ago. (source)
Thanks to Netflix, Hulu, and other video and TV streaming services millennials are able to watch their favorite shows online when they want to. The same can be said for social media. Millennials are still on Facebook, but they are also on other channels as well like Twitter, Snapchat, Instagram, and Pinterest.
This is because millennials are spreading their time out between different streaming networks and social media channels for various niche purposes. For example, they may use Hulu to catch up on their favorite shows, while Netflix is to binge watch new shows they are just getting into or old favorites like, Friends.
Did you know, 41% of users between the ages of 18-34 use ad blocking software? They are also to use ad-free streaming options on Pandora and Hulu to skip ads as well.
You have to remember that millennials started using the internet to communicate with people and build relationships. That is something they’ve carried out so merely offering a product or service isn’t enough to convert them into customers.
More Meaningful Interactions
This is why meaningful interactions, passion, and community engagement that comes from a real person, not a robot, is important. They want to feel connected to a brand or company’s message in order to consider buying from them. For example, a sports drink brand that is passionate about improving health and fitness in local schools is a brand that will resonate with millennials.
Ultimately, millennials want to buy from brands and companies that are engaged with their community, collaborating with unique people and organizations to tell a story, and make their consumers feel connected to them in some way. A company that can banter back in forth on Twitter is likely to gain new followers and sell their products or services to this demographic. Millennials want an interactive discussion, not a sales pitch.