Marketing to the Millennials
A large part of the population is made up of the millennials. We then see the Generation Z members contributing another large segment to the overall population. When you put those two groups together; you find that they make up about half the overall population in the country. As a business entity, more so the marketing department, this number is one you cannot afford to ignore.
An assessment of those two groups reveals certain unique characteristic among them; they are conversant with and dependent on technology, motivated by meaning, prioritize career flexibility, and are more willing to try out entrepreneurship. Here is what you need to know when making a marketing strategy for Gen Z and the millennials.
These groups tend to chase great experiences. The previous generation were more into the functionality of a product or service. That leaves you with the task of talking about the experiences they can expect from using your products and services. There is a need to show them what impact and influence the experience of using your products and services will give them.
Online marketing will be our preferred marketing approach. They are generations that have grown up using the intent and smart devices all the time. They are not familiar with spending time offline. If you need to reach them; your efforts need to be more focused on online channels. Social media platforms should replace all your print and traditional media marketing platforms.
They are also interested in finding out what your brand is all about. In their quest for meaning, they will not buy a product simply because it works. They want to know if the vision and mission of the brand behind the product is one they can concur with. You, therefore, need to develop your brand with such concerns well defined, and in line with what the youth value. They, for example, worry over things like global warming and climate change. By selling eco-friendly products, they will become more interested in your brand.
You need to then think along the lines of gamification marketing. The marketing approach includes the use of gaming techniques like ranking lists, competition, and scoring systems. A good example is when you sell fitness devices. You can hold competitions all over the region where customers get to try and outrun each other. They will use the connected devices to collect and share their data, which allow hem to fall in love with the products. The overall effect will be one of increased attention on the products, and an established curiosity enough for them to buy.
There are a lot of challenges when it comes to marketing to Gen Z and millennials. You are yet to meet another group with more diverse and dynamic tastes and preferences. You only need to do what this guide tells you, and you are on your way to tapping into that market.
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