Raised on Facebook and superglued to their mobile phones, Millennials
present a challenging puzzle for any retailer hoping to reach this demographic
through advertising. Millennials forced us to evolve, to change the way we talk
to our customer by giving anyone with a blog, Facebook or Twitter account a
powerful voice. Like it or not, the
changes are in full effect and if you want to keep up with fast moving Millennials,
it’s time to start solving the puzzle on what makes them tick.
Mobile
First
From apps to pictures to sharing what’s going on with their friends,
Millennials don’t go anywhere without a smartphone, including your store. A
recent study by Saks showed over 40% of
their in-store customers visited saks.com to research product information. You
can take advantage of mobile technology and leverage geo-fencing (sending
messages to mobile phones once they’ve reached a pre-set area around your
store) coupled with targeted coupons, but mind the privacy!
Over half of the respondents said that they would share more
information if they received
better experience in return. When designing advertising campaigns keep in mind
all the channels that Millennials will interact with you. Mobile should be on
top of your list.
We love social, and so should you
Listening to customers across social media channels is a must. Through
listening you can strategically engage in conversations which can convert
unhappy customers into raving fans of your brand, introduce customers to new
products and delight your current customers. You will find praise, complaints
and suggestions via social. But most importantly, this is what Millennials are
used to, a two way communication. Instead of calling customer service they
might just send you a tweet or leave a Facebook comment on your brand page.
Make sure you are prepared as most of them expect a reply within a few hours,
if not sooner.
Align the content with their interests
According to a recent survey by Retail TouchPoints, 74% of
consumers said they get frustrated when online ads and promotions
are not aligned with their interest. Millennials are always looking to
customize their experience and they’re looking closely at your brand. If you
don’t fit into part of their interests, you’re out. But if you capture their
interest, you just turned them into a long time customer with a megaphone. Whether
you are sending a tweet or a mailer, make sure the messaging and content aligns
with Millennial interests or your brand will suffer.
Traditional sales tactics are becoming obsolete for Millennials. They often
ignore their “snail mail” and sidebar ads, instead opting out to listen to
their peers on Facebook and influencers in the blogosphere. Technology and
social networks will change, but actively listening to your customers’ changing
needs will keep you ahead of the curve.
Dmitri Pivtorak, Millennial Man Marketing
Unquestionably believe that which you said. Your favorite reason seemed to be on the internet the easiest thing to be aware of. I say to you, I definitely get irked while people think about worries that they just don’t know about. You managed to hit the nail upon the top and defined out the whole thing without having side-effects , people can take a signal. Will likely be back to get more. Thanks
Wow that was unusual. I just wrote an very long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Anyhow, just wanted to say wonderful blog!