Skeptical. Entitled. Indecisive. Just a few terms thrown around about Millennials.
Like them or not, by 2020 they’ll account for 1/3 of the population. And research shows traditional marketing is lost on them.
Why? This tech-savvy generation is aware of advertising in a way previous generations were not…and a whopping 84% don’t trust it. They know their wallet is the target and believe corporations will say anything to hit the mark.
So how do we get through to Selfie Nation?
Counteract the mistrust with open communication and transparency – market with them, not at them. And be genuine. Ads featuring hipstery-looking 20-somethings will repel, not resonate.
Although they might be leery of corporations, 91% will trust recommendations from a friend – thus the blazing success of sites like Yelp and TripAdvisor. Leverage this by carefully monitoring brand perceptions online. Take bad reviews seriously. Whenever possible, allow consumers to share facets of their experience with your brand on social platforms.
Everyone’s talking about marketing to Millennials, but the majority focus on the differences, overlooking this simple truth: Millennials are still people. And like any other demographic, they’ll respond to marketing that tells a story and tells it well.
The bottom line? Honesty is the best policy. Don’t seem to try too hard. Be social. And never underestimate the power of a good story.