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It's a challenge to market to this generation as their sheer connectedness tends to override traditional marketing strategies. Here are some ideas on how to market to the first truly digital generation.
The presence of social media means that Millennials have a strong sense of participation. They want to become involved in and participate with the brands they buy. You can draw millennials to your brand by constructing an adventure that they can take part in. They don't simply want a brand because it's presented in an attractive way, they want to contribute to the company that's offering the product and that includes sharing their experiences on social media. So, it's important to create content that inspires sharing.
Millennials are perhaps the most socially conscious generation in the last 50 years. You can entice support for your brand by supporting causes that are important to millennials. Millennials are also not interested in leading highly structured lives, they are accustomed to accepting change. After all, they came of age in a rapidly changing society. They tend to have more loyalty to brands that are willing to innovate and improve and accept new trends.
It's a good idea to visit blogs and social media where millennials hang out. It can give you insight into their problems and ideas regarding the niche your product is in. This will help you generate advertising that's real to them. It's also a good idea to focus on convenience. Millennials are a hard working bunch and are often self-employed or startup founders. Making things convenient for them is an easy way to generate brand loyalty.
Millennials grew up surrounded by a high level of communication, which they expect to both give and receive. So be willing to listen and allow their input to modify your product line. In fact, it's a good idea to invite their feedback.
Millennials are the first generation to have a fully operational collective communication network at their disposal. Consequently, they are neither conformist or ruggedly individualistic. The ability to fact check anything at any time means that they can find cultural flaws more easily and so they do not readily embrace ideologies. Instead, they work at expressing their own individuality in the clothes they wear and the products they buy and are far less likely to follow the crowd, either socially, politically or in dress or manners. This is a good thing when it comes to marketing, as it enables marketers to offer products that are personal and customizable and reduces the need to compete in a large generalized marketplace.
The Internet has turned the market into a vast collection of niches, and millennials will express their individuality by choosing something from one niche and something from another. In this scenario, the most personalized product wins.
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