Most consumers of companies today are formed by Millennials – people born between 1980 and 1990. With that, marketing and communication strategies of these institutions must correspond to their needs, so it’s important to know their preferences and how to approach them.
Although they can be described as millennials, people of this generation are very different among themselves and it wouldn’t be good for your company to generalize them. In addition, there is an issue that is very important when the subject is the relationship with customers: customization.
We went to South by Southwest this year — if you haven’t seen our coverage, check it out here in the blog and on social media — and one of the topics was about how to conquer your customers with marketing. And there is something that millennials in their vast majority want: unique and customized experiences.
It may sound repetitive and obvious but it’s a strategy that few companies use. In the talk with representatives of Coca-Cola and Facebook, it was emphasized the importance of creating relevant and authentic content, affecting consumers and having empathy and transparency. The secret is to produce what you, as a person, would like to see: content that doesn’t look like ads, which encourages you to share with your friends.
Where do millennials buy and communicate from? Mostly through the phone – exactly where your brand should be. It’s more than necessary to provide a mobile experience for your consumers. After all, this is not a measure that will have an impact in the future, it’s essential now. We have a text about it that can help you.
Think beyond the product
Millennials aren’t just interested in the product that your brand has to offer. They want your brand to reflect an authentic lifestyle. A study from Expedia Media Solutions along with Generational Kinetics showed that consumers are moving away from a society of products and prefer to look for experiences – especially those of travel.
So, your brand needs to have this mindset, consider fitting in a lifestyle and adapting to the habits of consumers. A study called “Why Millennial Women Buy” from the agency Merkle e Levo shows that 57% millennial women have their purchasing decisions based on values and positions adopted by the brands.
Bruno Horner, head of media and partnerships of Travelocity, highlights the importance of identifying how your brand can influence millennials. “Differentiation is not just about the product, it’s about creating a significant brand identity that connects and engages the consumer.”
Want to be an influencer? Know the talking points, how to use them, the proper language, the most important values and the most accessed channels. By doing so, your approach towards millennials will be easier.
A study done by the American economist Beth Ann Bovino reveals that by 2020, Millennials will have more than USD 1.4 trillion in purchasing power. That is, you have less than 2 years to organize your company and serve them the way they want.