The marketing strategies for businesses heavily depend on the demographics of their target audience. This especially holds true for eCommerce businesses that are marketing to millennials.
From social media promotions to influencer marketing to event marketing, eCommerce businesses need to explore multiple avenues to market their brand and their products to millennials.
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Who Are Millennials?
Millennials are marked by their coming of age during the Information Age and their comfort with and dependency on using digital technologies and social media. They are set to become the largest living population in the United States, touching 73 million in 2019.
Millennials are a generation that is projected to spend $1.4 trillion by 2020 -a statistic that has made millennials a marketing buzzword in recent times with brands scampering ways to go about marketing to millennials.
The first bunch of these elusive, opinionated, tech-savvy people is entering its prime spending years and companies are more than keen to revise their marketing strategies to suit the millennials’ needs and demands.
Here are a few of the important factors to consider for marketing to millennials.
5 Things You Should Know When Marketing To Millennials
1. Optimize For Handheld Devices
9 in 10 millennials own a smartphone and checks their phone an average of 45 times a day. They use handheld devices such as smartphones and tablets to compare prices, read reviews, search for discount coupons before making the final purchase.
Millennials are online twice as much as any other demographic and are glued to their mobile screens for consuming information. This makes it crucial for eCommerce businesses to tweak their eCommerce marketing strategy to be favorable to mobile usage.
Not only is it important to optimize for mobile, but you also need to ensure that the customer experience is seamless, interactive and top-notch. Additionally, ensure that your website loads within 3 seconds and be sure to define clear call-to-action buttons.
2. Get On Social Media
In case you missed the memo, social media is an important and almost essential tool for reaching out via marketing to millennials. Facebook, YouTube, and Instagram are the top social networks used by millennials.
In fact, 5 out of 6 millennials connect with brands on social media. Marketing to millennials via social media channels should be an important aspect of your eCommerce marketing strategy as they are the most connected generation.
They resort to social media not only for staying connected with their friends, family, and acquaintances but also consume a lot of news and information through these channels.
They refer to reviews and references made by their connections before purchasing an item so you mustn’t be only present on social media but highlight product reviews and user stories on your channels.
Sharing success stories, interesting testimonials, positive customer experiences, etc. can help your eCommerce brand to connect with millennials.
3. Focus On Engagements
23% of millennials spend an average of 5-10 hours a day consuming online content across various channels.
Marketing to millennials involves being omnipresent and engaging with them where they are. Short-term targeted brand campaigns are a thing of the past.
Millennials like to know your company and not just your brand. It’s essential to remain consistent with your messaging and your language.
To promote your brand among millennials, you should invest your time and resources in creating video content and establishing your presence on YouTube with short, informative videos, reviews, and even tutorials.
Track and analyze your millennial customers’ social media behavior and make sure your online presence is being tracked such that you are prompt in responding to queries, reviews, complaints, etc as posted by them.
User-generated content is another great way of creating content for your brand and to engage with your millennial audience. As mentioned earlier, millennials turn to social proof in terms of reviews and recommendations made by their peers before making a purchase.
Similarly, content created by strangers on the internet will be far more valuable than what the brand promises to deliver.
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4. Target Social Groups
The traditional marketing methods indicate targeting a certain age-group to gauge the usability of the product depending on the ing to the target customers’ age and stage of life.
Millennials do not follow the traditional way of moving from one life stage to another but are instigated by the social group that they belong to.
Do not mistake this simply to be the social media channel that they are present on. Being part of a social group goes beyond one particular channel.
It is about the social identity that they have created by virtue of their occupation, their friends’ circle, their lifestyle choices, and those people they are connected with online and offline.
While devising a strategy for marketing to millennials, analyze and identify the social identity that your brand would relate to and then target those groups.
A simple example would be fitness enthusiasts. People belonging to this segment live and breathe and talk about fitness and purchase the various devices, products, and diets that aid their journey.
5. Support A Worthy Cause
Millennials are known to respond more favorably to brands that take a socially conscious stand with as many as 50% claiming they would be more willing to make a purchase from a company if their purchase supports a cause.
While devising your strategy for marketing to millennials, make sure you are vocal about a cause that your company or brand believes in.
Although it is important for a brand to be socially conscious, millennials also value authenticity, so make sure you are walking the talk and not simply gaining eyeballs through the cause that you support.
This is especially applicable if you wish to create a sustainable brand and a long-term relationship with your millennial customers, be authentic in your messaging and keep it no-nonsense.
Marketing to millennials involves a lot of personalization and customizing your marketing strategy to cater to specific audiences after deliberation and analysis of their behavior. Behavioral marketing is a great way to achieve this feat.
Millennials are powerful and influential as a generation, and if your brand is focused on marketing to millennials it is important to understand how they are different from any of the previous generations.
Not only is their purchase pattern different, but the entire purchasing process is also distinct and governed by factors that were traditionally not as important.
They like to be engaged, they want to be part of the brand experience, they value convenience, they are woke(!).
Contrary to popular opinion, they are loyal and they are vocal about their love for a brand and are more than willing to share their opinion with others, which as an online brand you can definitely use to your advantage.
So, go ahead and start marketing to millennials the right way!