We have previously discussed that when creating your online marketing strategy it is essential to consider the generation you are marketing to and how they undertake the purchasing process. We have already talked about marketing online to Baby Boomers and Generation X but now we will consider how to market to the Millennials.
The generation slowly taking over the workforce as the Baby Boomers retire, the Millennials are those born between 1981 and 1999. They offer us the largest generation of entrepreneurs and yet also those valuing social issues over and above economics. They are also a buying force to be reckoned with. They are the least likely to shop in store. Millennials are extremely responsive to online shopping opportunities, referrals from friends and family and are motivated by ease of the shopping experience. They make dining decisions based on Instagram posts, choose hairdressers from Facebook photos and have groceries (or premade meals) delivered to the door.
Tips for marketing online to Millennials
Innovation
Millennials love the next big thing – in technology, online dating, social media apps and more. Marketing online to Millennials should take an approach that shows a new perspective on a common problem or task.
Reviews
Millennials are reshaping the way that goods and services are being marketed by staying unresponsive to traditional marketing tactics. 68% report that they won’t make a major decision until they have discussed it with people they trust— friends, family, colleagues, even online ‘friends’ – everything from where to live, what to drive, where to go on a date, how to start a new business. A great way to market to this generation indirectly is to make sure your online reviews and customer experiences are up to date.
Social Media Incentives
To try and harness the power of a millennial on social media, add incentives to your marketing plan. 63% of millennials would be more likely to ‘check-in’ to a business on social channels if it meant they’d receive a coupon or discount; 20% off is enough of an incentive to prompt 50% of respondents to visit a retail location.
Another way is to add a gateway to an opportunity—you can have the rest of this experience after sharing with five of your friends on Facebook or Twitter. Not only does this generate talk about your brand or product online, it can be a great opportunity to get sales leads for your business.
Rewards or Loyalty Programs
77% of millennials already do or are willing to participate in rewards and loyalty programs and 73% of smartphone users are interested in using their mobile devices to interact with brands’ loyalty programs.
Radio Commercials & Podcasts
Though radio advertising may seem like an old-school marketing trick, 93% of Millennials report listening to the radio for a total of around 11 hours per week. In fact, more Millennials listen to the radio than Gen Xers or Baby Boomers, and podcasts are becoming just as popular.
Learn more about how to market online to Millennials by contacting the team at Website Design Centre today.
