Millennials are defined as people born in between the years of 1982 and 2000, they are the generation that experienced technology innovation first hand. Millennials are a constant topic of conversation whether it is in the workplace, technology and trends. In digital marketing it is no different, many strategies and methods are being shaped by millennials. 2017 has continued to show the shift millennials are having, now is the time to familiarise yourself with Millennials concepts and its effects for your digital marketing campaigns.
Unaware Digital Marketers
Millennials are a generation of digital strategists and content editors, even if they don’t realise it. While they may be actively seeking more real experiences online, they have learned to be exceptionally calculated in how they present their personal brand, creating strict strategies around how, when and where they are seen.
Millennials have been the generation that have shaped social media as such, they have become adept at fragmenting their identities. Cultivating multiple digital personas depending on the platforms used and the result they want to elicit from sharing their content.
Content Obsessed and Engaged
According to Hub spot millennials spend at least 25 hours per week online and engage mostly with content rich media. They spend time online discovering new websites, blogs and social media, they want to share, like and repost the content to their online network. Authentic and organically created content are key, millennials have strong eye for noticing the differences. It is important when making content that is either targeted or on topics of interest for millennials, that creators understand this. In this day and age, the young consumers purchasing behaviour is heavily inspired by people they know in person or strangers they have connected with on social media whom they share mutual interests. They carry these “advisors” with them on their smartphones wherever they go.
People of the ages of 18 – 34 right now value more of content when coming from peers, offering content worth sharing builds a real brand-consumer relationship. Organic content that is created with interest of readers in mind rather than pushing a buy agenda, is more successful amongst millennials. Millennials value brands that offer transparency, originality and creativity in their content. Hostel World recent advertising campaign is prime example, use of genuine travellers’ feedback along with celeb influencer’s endorsements have been viral.
Entertainment and Collaboration are Key
Millennials want to have their say projected, brands that have been able to use customers’ engagement have had success of this. Nike implemented Nike Id for customers’ product customisation, Coca Cola used online co-creation to gather expressions and Taylors of Harrogate’s ran interactive Facebook video ad campaigns. Utilising collaboration and interaction builds relationship with consumers where they’re self-expression is being used to establishing their own personal brand experience.
In the same breath its important brands understand millennial value fun and enjoyment highly, so its vital customers experiences with brands are memorable. Millennials are known to use online shopping as form of entertainment. For example, 40% of millennials are make a wish list of products they want to buy. Which is why social media sites like Pinterest have spawned out of these interests and are heavily targeted by online retailers who want to bridge the gap of shopping and browsing out of interest. These creates a formula where brands can capitalize on entertaining consumers and marketing their products in unique ways.