Marketing For Millennials That Grew Up With The Internet
It can be hard to imagine the world through the eyes of a so-called ‘Millennial,’ the generation that has been loosely defined as those born between 1980-2004 and who follow Generation X. To put yourself in their shoes, just imagine that the internet has been fast and omnipresent for as long as you can remember, that you have had a mobile phone (and camera) since your early childhood and social media has been a key part of your friendships your entire life. Seem strange and foreign? It’s just another day in the life of a 20 something – and something you need to consider when marketing for millennials.
What do the Millennials Think of Traditional Media?
It has been widely reported that this new generation is simply not fussed with traditional mainstream media. A 20 something student or early 30s banking analyst are far more likely to express a distrust of heirloom media outlets such as the Wall Street Journal or the New York Times than their parents’ generation, instead preferring to rely on the links and content shared by their friends and colleagues online. This acts as a sort of bespoke media filtering service that helps people access only the news stories that are important to them on any given day. Product and service endorsements are spread in much the same way.
Is this a good thing?
Well, it truly depends on who you ask. The Washington Post recently reported on a Pew Research Survey that showed that Millennials are the least informed generation when compared to all other age groups, only able to answer 7 current events questions out of 12. While much ballyhooing by smug older generations occurred over these results, do they really represent reality? Perhaps a different sort of daily news is important to this generation, and they prioritize their media consumption differently.
On the positive side, it is inarguable that Millennials are far more connected with each other than previous generations, able to muster support for fundraising, personal crisises and social activities far more easily than ever. It is this aspect of social media fluency that marketing for millennials are keen to harness.
Social Media Marketing for Millennials
By the sheer ubiquity of sites such as SnapChat, Facebook, Twitter, Tumblr, Instagram and Buzzfeed, Millennials are far more influenced by their friends and social media channels than they are by mainstream media sources such as television, newspapers and radio. In order to stay relevant, a lot of heirloom brands are shifting their focus in order to capture this market, and so too should you.
You are well advised by any savvy digital marketing agency to pay attention to these platforms, and to spend time and energy creating unique, effective content aimed at this lucrative market. Ensure that your online marketing strategies include paying special attention to social media channels, mobile or wearable tech devices and the ever powerful Millennial market, otherwise you will get left behind as they continue to gain spending power and one day dominate the market.
