Who are millennials and why should you make marketing to them a priority?
The millennial generation was born between 1982 and the early 2000’s. There are currently 80 million millennials in the United States, meaning they represent about one fourth of the entire population. They have an annual buying power of $200 billion and are quickly becoming the biggest part of the work force as the Baby Boomer generation begins to retire. Like every other generation, they have their own set of characteristics that make them unique.
Here are three key tips to help your business market to their unique set of characteristics.
- Millennials are Always Connected to Technology
Millennials grew up with technology and are used to always being connected. 85% of millennials in the U.S. own smartphones, and check them an average of 43 times per day. If you want to market to this generation your brand needs to think mobile first for everything from your website to digital advertising campaigns.
- Traditional Advertising Methods Don’t Work
Marketers need to understand that millennials have different buying habits. The numbers show that nearly 84% of millennials don’t trust traditional advertising. The hard sell is a thing of the past. They don’t respond to pushy sales people or impersonal methods. Also, make sure your content is engaging and authentic; give them a reason to choose you. They are more likely to listen to a fellow consumer, as opposed to an advertisement. Blogging is a great way to position your brand as authentic.
- Be a Trusted Advisor
Millennials need to trust your company before they will even read your content. They are 44% more likely to trust experts who are strangers than advertisements and are hugely influenced by blogs and social networking sites. Start sharing your content in the form of whitepapers, blog posts, or videos to capture this audience.
As millennials begin to make up the bulk of today’s workforce, it is important that marketers adapt to their behaviors. Learn what matters most to them, and it will help your business moving forward.