Monday, 18 July 2016

Marketing to Millennials

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In today’s workforce, there are three types of primary generations. They include baby boomers, generation X and then finally, the millennials. All those born between 1981 and 2000 are labeled as millennials. In America they make up 41% of the total U.S population and in Australia they are around 20% of the total population.

Marketing Tips for Millennials

1) Make it as tech-savvy as possible
Millennials have witnessed some serious and rapid technological changes.  All their lives they have been bought up with changing trends, they are spending an average of 25 hours per week online checking websites, blogs and social media, new technologies and innovations which have helped make their lives easier. They prefer similar advertisements which they can easily relate to and anything less may make them feel that the product is not meant for them.

2) Use Email and Social groups to target Millennials
“Despite conflicting reports that email is dying, especially among younger generations, the truth is that millennials are not ditching email”, says Marie Homne, Senior Marketing Strategist at YesMail.
Instead of life stages, when marketing to millennials, try focusing on social groups. This bunch is the most non-traditional generation - cultures and traditions do not mean much to them. They define “family” and “community” differently to previous generations.
Apart from this, it is quite difficult for millennials to become stable in their life and buy assets like cars and houses. This is due to the economic situation they have to face like unemployment and low pay scales.
So instead of focusing on different life stages, your marketing should target the different social groups. They can include traveling lifestyles, independent lifestyles, different social causes, etc.

3) Focus on Mobile Marketing and Experience
“Millennials like brands who get to know them and give them an opportunity to be part of the experience”, says Tink Taylor, founder of, in America more than 85% of the millennials own personal smart phones. This makes it the perfect platform for all your marketing strategies. The first step for mobile marketing is making sure that all your landing pages are fully responsive and are optimized to be used on all screen sizes and electronic devices.
After optimization, make sure that all your landing pages have prominent call to actions to catch the eye of every visitor.

4) Be engaging and Reward Millennials for their loyalty
Everyone likes to be rewarded, especially millennials, “according to a recent survey conducted online by Harris Poll on behalf of Ambassador, 95% of 18-34-year-old say they would like some sort of incentive for sharing a product via social media or email”, Out of all the generations, millennials have grown up with a lot of visuals engagement. Visuals are essential for all sorts of marketing strategies as it keeps the viewers engaged and interested. However, it is important to note that you need to carefully balance between just the right amount of visuals. The over use may overwhelm the viewer to an extent that it gets difficult to absorb any information at all since their focus and attention gets too divided. Visuals are not the only way to engage customers, you can improve your content, add videos, put in catchy music and interesting design to catch the attention of millennials.
Incorporating these suggestions in your marketing strategies will lead to a much more successful marketing campaign for all the millennials out there.

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Alejandro Catalan
Current student in the Master of Marketing program at the University of Sydney Business School

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