Like the first generation raised with television, Millennials (those who were born from the early 1980s into the 2000s) have grown up to become a group that’s difficult to reach with traditional marketing methods.
Trying to get a better understanding of how these people consume media has only led to dead ends, since they spend most of their media time using commercial-free streaming services and apps. It’s been tough for media managers to get a lead on the 18-to-34-year-old consumer group as a whole.
New Thinking for a New Type of Consumer
The one finding of recent marketing surveys that may help marketing companies crack the nut that is the Millennial generation is that above all else, this group of people prefer that companies avoid age-old rhetoric. According to the Cassandra Report, 73 percent of the people in this age group say that it’s important to them that a brand not just try to sell them something with their marketing efforts.
This has led top brands like Coca-Cola’s vitaminwater to attempt to entice the relatively untapped Millennial market by putting on major events like concerts and festivals meant to entertain or connect these consumers to one another. The idea of encouraging Millennials to help with brand-building efforts, by using hashtags and interacting on social media is also catching fire.
Experimenting with Smartphones, Emojis
Taco Bell and Domino’s are both experimenting with ways to draw the attention of Millennials with the help of their Smartphones. Taco Bell’s recently released app allows users to place their orders and pay for their food while still at home, Domino’s is experimenting with allowing customers to order pizza simply by texting or tweeting a pizza emoji.
Capturing the Millennial market is an experiment already underway at marketing firms across the country. Their needs and wants are different from any generation to come before them and they’re more connected to each other and the world than ever before. With shifting media habits, short attention spans and a love for mobile technology, the old formulas of brand marketing may simply not be feasible for this group.
Grabbing the attention of Millennials will certainly require new thinking, especially when it comes to trying to market established brands and products. This may be an area where deep data mining and programmatic marketing can penetrate the thick cloud of distractions to deliver brand messages that are new and different from anything this age group has ever seen before.