Millennials are one of marketing’s biggest challenges – for professionals and brands alike – and as such, they require a multi-faceted marketing strategy to reach and retain their engagement.
Here are four tips for improving your marketing strategies for Generation Y:
Do not treat all Millennials the same
Millennials are not a homogenous group.
Like each generation that came before them, Millennials have a host of unique characteristics that make them incredibly challenging to target.
Adopting any strategy that’s too general will never work.
Where possible, brands must narrow their engagement by targeting highly specific niche audiences.
One way to overcome this hurdle is to target Millennials based on social groups as opposed to life stages.
Would you treat an 18-year-old student in the same way as a 29-year-old mother?
Social listening allows you to understand the nuances of your particular Millennial audience as a distinct segment from the Millennial generation as a whole.
Millennials have ubiquitous access to technology
We all know that Millennials are the most digitally connected generation ever.
Every day, they consume huge volumes of content, and purchase a diverse range of goods and services across multiple channels.
Most will use two to three devices at least once a day, so you must adopt a multi-platform marketing strategy.
It is crucial that your brand experience is seamless across every outlet – being mobile-friendly is key.
To really capture Millennials, look at ways they can effectively move across each platform with ease.
For example, order online for collection in store.
Seventy-three per cent of Millennials report that they make purchases directly on their smartphones.
Don’t get left behind!