Marketing to Millennials, a Google Hangout Recap, 8/30/16

by • September 12, 2016 • #SEMPOchat, FeaturedComments (2)1694

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Recapped by:

Andrew Foster, Owner / Head of Accounts at Foster Ideas

Hangout Intro:

Hangout Topic: Marketing to Millennials

Hangout Date:  8/30/16

Participants/Panel:

Kent Lewis

Samantha Kretmar

Aaron McDaniel

 

Top Takeaways:

• Millennials are, first and foremost, a younger demographic than Gen X and Baby Boomers. They’re also the largest generation of all time. Millennials tend to be “digital natives” that embody the traditional characteristics of young people – with different technology and tools.
• Millennials are not one homogeneous group. With technology, it’s easier for millennials to find niche groups or tribes with whom they can share very specific interests (e.g. Electric Dance Music). Our job as marketers is to speak to these subsets of the millennial population.
• Personalization is key: segment by age group, for example. If millennials are 18 – 30, there are several different life stages within that group, for which we can customize our message. Simply think about your consumers’ needs and make them feel as though you’re addressing them.

 

Discussion Points:

How are millennials different from Gen X and Baby Boomers?

Millennials are, first and foremost, a younger demographic than Gen X and Baby Boomers. They’re also the largest generation of all time. Millennials tend to be “digital natives” that embody the traditional characteristics of young people – with different technology and tools.

 

What are some major myths about millennials?

A lot of millennials get a bad reputation for being disloyal. However, because they’re savvier consumers, it just takes a bit more to earn that loyalty. Once you get that loyalty, the reach is exponential because they can refer your business to thousands of friends instantly.

 

How can brands appeal to the ethical consumer movement?

Millennials highly over-index on not wanting to receive catalogues or mailers from brands because they’re very eco-focused. They want to know your company is taking into consideration some type of corporate responsibility or sustainability. 87% of millennials believe that companies should not only exist to make profits, but also have an additional purpose.

 

How can you best attract millennial customers?

Personalization is key: segment by age group, for example. If millennials are 18 – 30, there are several different life stages within that group, for which we can customize our message. Simply think about your consumers’ needs and make them feel as though you’re addressing them.

 

What’s the most important thing a millennial considers when they seek to build a long-term relationship with a company?

They ask themselves who the company is and what they are doing. Millennials have a long-term interest in brands they know have a legacy. Millennials also prefer to interact with companies that make using their product or service seamless.

 

What are your biggest challenges in marketing to millennials?

Millennials are not one homogeneous group. With technology, it’s easier for millennials to find niche groups or tribes with whom they can share very specific interests (e.g. Electric Dance Music). Our job as marketers is to speak to these subsets of the millennial population.

It’s critical to create content that is engaging and relevant to keep the conversation going, which can be a massive undertaking considering quickly passing fads and diverse subsets of the millennial population.

 

How do you know the millennial audience is the right target for your brand?

There are 80 million millennials, which make them the largest generation. Unless your company’s product or service targets a significantly older population, millennials will likely make up at least a subset of your customer base now and in the near future.

 

SEMPO Google Hangouts:

SEMPO Chats with Industry Experts are developed by SEMPO’s Education Committee to help industry professionals learn about topics and ask questions in an informal setting. Chats are interactive discussions in Q&A format, conducted as a Google Hangout on Air. All hangouts are streamed LIVE on Google+ or on YouTube (pick your preferred site). Please make sure to add SEMPO to your Google+ Circles so that you can be one of our on-camera participants and receive notifications as Chats are planned. We also encourage you to take the conversation on Twitter at #SEMPOchat.

https://www.youtube.com/watch?v=g5swhw-5mu4

 

Presented by the SEMPO Education Committee and Industry Experts, SEMPO Chats cover topics in an open question-and-answer format live on YouTube. This month the theme Paid Search. Our committee members and guest speakers will tell us about themselves, dive into the details of the monthly topic, and encourage questions from the audience throughout. If you’re not camera shy, you can join on-air through Google+ during the live event. Otherwise, you can watch below, watch on YouTube, or watch on Google+.

 

Tuesday, September 27, 2016 at 11 AM Pacific, 1 PM Central, 2 PM Eastern

Save the Date! Download To Your Calendar.

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2 Responses to Marketing to Millennials, a Google Hangout Recap, 8/30/16

  1. Tony says:

    Very good information. I have been trying to think of ways to expand my marketing campaigns. Your post has given me actionable steps. Thanks!

  2. Leroux says:

    Great post. I am excited about the growing millennial segment of the consumer market, since they tend to n be more naturally ‘tech friendly’ than previous generations which need to reprogram their minds to process information is the same way.

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