By Apryl Felver
Millennial, Echo Boomer, Generation “I”. Call me what you will, but I am one of the 80 million born between 1982 and 1999. We have been labeled as entitled and privileged, and are said to need constant attention and recognition. I personally think we are just misunderstood by the Boomers and Gen Xers that publish these studies, but that’s probably a very Millenial thing to say.
Having worked in Higher Education, and continuing to work with Education clients as an Account Executive, I have been developing integrated marketing strategies for Millennials my entire professional career. But Millennials are growing up, and reaching this group is no longer restricted to colleges and the makers of energy drinks. Millennials are entering the workforce, getting married, buying their first home and are becoming YOUR customers. Here’s what you need to know in order to reach them effectively:
- A study by UNC’s Kenan-Flagler Business School found Millennials switch attention between media platforms like smartphones, tablets and television an average of 27 times per hour. Do you have an integrated marketing approach across a variety of media so that your message is seen? Is it compelling enough to grab our attention?
- As Jeff Kallay from Target X always says, Millenials want what they want when they want it. So when we Google products/services you offer, you better have an optimized website that ranks in the search engines — or we won’t find you. And if you want to keep us there, think about what you’re offering. Do you have relevant and dynamic content, like videos? And, is your website adaptive so we can access it and have a good experience on our smartphones and tablets?
- To us, an expert is anyone with first-hand experience. That’s why when we look up products online, we’ll check out the reviews first before reading what the brand has to say in the description. It’s also why we have apps like FourSquare, Yelp and UrbanSpoon on our phones. Are you present on these sites, and do you encourage your customers to write reviews? Or, better yet, do you allow your customers to write reviews to appear on your website?
Don’t ignore us! We aren’t bad people, I promise. And, if your brand offers us a great experience, we will not only come back, but we’ll also share our great experience with everyone we’re connected to.
And if we don’t have a good experience, well, you better just hope Facebook never gets a ‘dislike’ button.