02 Jan The Most Effective Marketing to Reach Millennials Part 1
Right now, companies are falling over each other as they try to market themselves to the consumer base of the future: millennials. However, millennial-targeted advertising strategies involves a lot more than quirky hashtags and desaturated instagram filters. We are witnessing the first generation that has been raised in the digital era, and companies are still figuring out how to connect with them. So far, here is the winning equation to market to millennial consumers…
Content is king
The first thing to remember, and something that has always been true in the world of advertising, is that audiences, and thus consumers, will always follow great content. Millennials are no exception to this rule. However, the competition for great content has definitely changed with the advent of the internet.
On the internet, you are competing in a marketplace that is so saturated with content that it is almost overwhelming to know where to look. However, if you step back from trends and marketing statistics, one universal truth remains. When it comes to content, you must entertain, inform, and/or emotionally connect with people. If you can achieve any (or all) of these things, then you’re content will always find a way to resonate.
Mobile optimization is a must have
People are using desktop computers less and less, especially millennials. If you are marketing on the internet, but not utilizing the full opportunities available with mobile devices, then you are wasting money and a major opportunity. Approximately 97% of adult millennials own and use mobile devices, and 1-in-5 don’t have or use a desktop computer.
Approximately 70% of internet usage is done through mobile devices, a number that is expected to reach 80% in 2018. Make sure that your content is optimized for consumption through mobile devices, or else you are missing four-fifths of all possible activity on the internet, most of which is driven by the millennial consumer base.
Millennials don’t trust advertising
What makes millennials so difficult to sell to is that they don’t necessarily want to be sold to. Nearly 85% of millennials don’t trust more traditional avenues of advertising, such as commercials, billboards, etc. This is largely because millennials have been pounded with advertisements ever since they were little children, as the amount of advertising content absorbed by millennial children was vastly larger than any other generation. Because of this, it’s important to understand that genuinely useful content, rather than brand recognition, is crucial to reaching younger consumers.
Continued in Part 2.