AAM Minute - Best Practices

Marketing to Millennials

Irma Zaldivar, ELLS CPAs

 

Marketing to Millennials is difficult. They do not respond to the traditional marketing practices of the older generations, such as Generation X or the Baby Boomers. Below is a list of best practices, which marketers must address if they want to woo this highly sought-after market.

 

Be where Millennials are – social media & streaming video platforms

Millennials do not watch television like past generations. They use streaming services, including Facebook, YouTube, and Netflix and hate commercials. Where are Millennials? Millennials are online and immersed in social media. In fact, they are watching more video content on YouTube and other streaming platforms than on a ‘traditional’ television. This phenomenon is not limited to free streaming services, either. Their viewership to paid platforms, such as Netflix, Amazon Prime, and Hulu Plus, also is growing rapidly every year.

 

It is not just about the product – it is about the brand

Your product is very important when a Millennial is considering purchasing it; however, it is not the only thing they consider. Millennials care a lot about the brand. If a Millennial has a purchasing decision over two products that are exactly the same, most likely, they are going to buy the one they feel has a stronger brand.

 

Do not just be about profit – have an alternate cause

The best way to create a brand people want to be associated with, is to have an alternate cause other than making money. Millennials do not like businesses that are just in it for the money, and they prefer brands that want to make the world a better place. For example, look at the success of brands like TOMS Shoes, LLC, The Walt Disney Company, and Warby Parker.

 

Less is more – do not bombard them with information

Millennials have an incredibly small attention span. Their sentences are only 140 characters long. Their Snapchat videos are, at most, 10 seconds. You have to be short and concise when marketing to Millennials, otherwise they will keep scrolling without blinking an eye.

 

Remember, marketing to Millennials is very different from marketing to other generations. Hopefully, these tips help you reach this generation with more success.