Xing Out Generation X: Marketing to the Millennials

Jul 12, 2013 | Generation X, Marketing

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Millennials are those born between 1980 and 2000. With roughly 80 million Americans fitting this age bracket, millennials are the largest generation in the U.S. since the baby boomers. Though extremely influential consumers, they don’t typically respond to traditional style marketing tactics. So how can you get the endorsement of the millennial generation with your marketing strategy?

Millennials seek relationship and interaction with the brands they love. By making your advertisements conversational, you allow millennials to feel heard and acknowledged. Millennials want to participate in their brand of choice, so listen to their ideas by utilizing relevant means of communication via social media to keep up with current ideas and trends. Using their ideas in your marketing message allows millennials to feel personally connected to your product and company.

Relevant marketing today is done through social media. Having grown up with technology, millennials are used to sharing whatever they are doing, promoting, or endorsing, through their various social media sites. If your company is not in tune with social media, you are not in tune with the millennial generation. Millennials favor choosing products and brands based off recommendations made by friends and peers. Creating content and reaching them where they are most comfortable, via social media sites, makes the customer experience personal to them.

For example, creating a new product and posting it to your Facebook page gives millennials an opportunity to “like” the product. In turn, this allows them to feel like they are personally endorsing your brand and what your company is doing.

Create content that is worthy of sharing. You can do this by generating promotions or giveaways encouraging others to share your content, or by tapping into the millennials need for trend setting. By pushing the envelope and creating something that has yet to be done or seen, millennials will want to be the first to want to share it with others.

When marketing to young people, it is important to keep your message consistent. For example, Zappos, an online shoe and apparel company claims they are, “powered by service.” By backing this claim up with on point customer service policies and practices, millennials see company as credible. Because millennials have grown up with the world at their fingertips through online resources, they are able to navigate and research. If your business markets an environmentally friendly product, make it a point to be environmentally friendly in all facets of your organization, or beware of the millennial who finds out you’re not, and exposes you on their social media site of choice.

Another way to maintain relevance in marketing to young people is by remembering it must be about them, not your company. You can do this by partnering with a cause that millennials agree with. For example, Toms shoes and their “one for one” policy, which donates one pair of shoes for every pair purchased. Or Warby Parker, who donates a pair of glasses to those who cannot afford them for every pair that is purchased from their online site.

The most important thing to remember when developing your marketing strategy is to be relevant. Keep up with current trends and show vision for the future. Embrace social media and the mobile world and listen to the conversations millennials are having to keep your strategy current.

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Bethany Alcock
Content Specialist
Learn more about Bethany!

About 212 Media Studios

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Featured image from Forbes.com

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