Who are the millennials? The millennial generation is children born between 1982 and 2002 and makes up about 81 million of today’s population. This generation will replace the Baby-boomers as they retire and by next year, they will carry the bulk of the spending power.
Born during the age where cellphones, social media, e-commerce, and instant messaging were becoming universal technologies, Millennials are avid users of digital, highly visual communicators, and are greatly influenced by one another.
So how do you market to Millennials?
- Mobile Marketing
In the U.S. alone 85% of 18 to 34 year old’s own a smartphone, and they check them an average of 43 times per day. So make sure your website is mobile friendly. Millennials are a fast paced generation and want the ability to access whatever they want, whenever they want and as quickly as possible. If your site isn’t mobile friendly, you run the risk of potential customers glancing at your site and quickly moving on to one that is mobile friendly.
- Short, Sweet and to the Point
Instant access to social media posts, messages, articles, photos, videos and blogs can cause content overload. This can contribute to minimized attention spans. A study shows the average attention span in 2013 was eight seconds, down from 12 seconds in 2000. In other words, you have eight seconds to grab a Millennials attention. Make sure all the important items and graphics on your website are easily visible on the homepage. If you are running ads, make sure the headline is something catchy and there isn’t a lot of small print to read.
- Experience Over Product
A 2014 survey by Eventbrite found that 78% of millennials would choose to spend money on a desirable experience over buying something desirable. So from a marketing view, you need to sell not just the product, but the experience as well. Coca Cola is a great example of this. Their slogan is Taste the Feeling. They featured people having fun and drinking Coca Cola in their ads and all through their website. They focus more on the happy feeling then the actual product. So if you are a REALTOR® instead of using just photos of houses in your ads, use photos of happy people in front of a house, a family at the dinner table or a group of people enjoying a football game on TV. If you make jewelry, use photos of people wearing your creations. Use more “lifestyle” photos that include your product than product only photos.
- Social Media
About 68% of social media users in the U.S. between the ages of 18 and 34 say they are somewhat likely to make a purchase based on a friend’s social media post. That is higher than any other generation. Pay close attention to the actions your fans take on social media. It can tell a story of what matters for them. Take note of popular images or trends and use these signals to produce more effective social marketing. Brands that use socially proven imagery frequently see higher engagement with fans. If certain types of photos drive more engagement with fans, take that opportunity to use similar photos to market new products.
In conclusion if you want to stand out in today’s mountain of content, you need to produce material that speaks to Millennials. They are the future of the buying population.
Call Dara’s Design today. We can update your website and marketing to reach more Millennials.