News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: Forget campaigns, get personal with Millennials
Have a great product for Millennial consumers? Forget the all-out television, radio, print and online campaigns. According to new data out from SDL the best way to reach and engage Millennials is to get personal and build a relationship.
The big problem is that most (66%) of Millennials say they 'don't know' if brands can market to them correctly. Why? Because currently they aren't being reached or engaged with traditional campaigns. According to the report:
• 5 in 6 Millennials connect with brands via social media with Facebook, Twitter and YouTube ranking highest
• 60% engage via social networks for discounts or freebies (55%)
• 60% say they 'like it' when brands engaged with them without selling - by sending a greeting card on their birthday, for example
"There is an important transformation taking place in the minds of the current and next wave of consumers regarding how they choose to interact with brands," said Paige O'Neill, CMO of SDL. "The traditional marketing funnel is now irrelevant, making traditional campaigns extinct. Brands must break through millennials' personal junk filter with relevant, valuable and non-promotional interactions, for a longer-term view of building brand advocacy. It won't happen immediately, but brands who shift their focus from a campaign approach to one focused on the customer experience will see the most success."
How can businesses do a better job to advertising to Millennials who don't necessarily want to be advertised to?
First, get the scoop on data. Look for ways to hyper-segment lists and hyper-target messaging based on particular behaviors and use data to create consistent and relevant messaging.
Second, get real. Don't think about social media as a way to 'sell' more products, think of it as a way to engage the consumer to build awareness. This will help to increase engagement - so when they see an ad they react - but will also build a referral base through their connections and friendship.
Third, track the data collected each day so that you can see trends and use those trends to build more relevant messages.
Image via Shutterstock
- Study: Mobile key for online grocery buys
- Job Seekers: How to get the next job
- Top 3 tips to improve travel loyalty programs
- New Realeyes' research links emotional response to sales impact
- Coalition for Better Ads releases new guidance to curb consumer annoyance with ads
- Instagram's focus on business tools attracts SMB advertisers
- Traditional external agency model failing to meet marketers' needs
- Few marketers intend to invest in marketing technology in 2017
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...