15 Jan The Most Effective Marketing to Reach Millennials Part 2
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…
Social media is where it’s at
Social media has fundamentally changed the way that people interact with each other, and it has been a major part of the way that millennials connect and communicate for their entire adult lives. A brand must have a strong social media presence to have any hope of reaching a younger audience.
However, you can’t simply throw up a Facebook account and call it good. Social media marketing requires constantly following trends and keeping up with the latest platforms. A smart social media presence can keep a company ahead of the curb with millennial consumers, and also give brands an outlet to distribute meaningful content.
Have a cause
Younger individuals today have an inherent distaste for corporations, whom they see as having no allegiance to anything but a higher profit margin. This is essentially the touch of death for companies that hope to have any traction with millennial consumers, who tend to be more involved in social issues than previous generations. If you want to buck this trend, then you need to have your business represent something more than your own interests.
Brands that rally around a cause prove that they are more than out for an easy buck. Proving your dedication to a social or environmental issue can reopen the door for your company to connect with millennials, and can establish a meaningful trust that successful companies need to stay in consumers’ consciousness.
Personalization beats universality
In advertising, it is ages old knowledge that you have to personally connect with consumers. You need to relate to them on an individual and emotional level that gives consumers a visceral bond with your brand. However, we, as marketers, have to evolve the way that we utilize this knowledge in the 21st century.
The internet gives us the ability to get a message out to the entire world through online platforms, but this only makes it more important to find a strategy that engages a specific audience. At the end of the day, millennials are a wide and diverse group of people, and you will never relate to all of them.