A data-led guide to marketing to millennials
They say we are prone to spending money, careless with personal data, and technology is second nature to us – well, it’s partly true. But it doesn’t mean waving your brand in front of our faces will guarantee you our attention.
Trust me, I’m a millennial and you bet we’re discerning. But I promise you that we are fiercely grounded in authenticity and self-expression. As digital natives (that’s what they call us), our cyber footprints are literally all over the internet.
But remember one thing before marketing to us: Please, get to know us first!
As we (the entitled millennials) are not all the same, you should use insights to tailor kick-ass marketing and PR campaigns to us. Here are 3 sure-fire avenues to get to know us (aka collecting data) and help your brand to zoom in on the ever so critical Gen Y:
Basic Data Analytics
Whether it’s Google Analytics, Facebook or Instagram insights, the basic level of data is easily accessible to all marketers and brands. Studying the data will reveal where online traffic originates, what posts are most popular and, more importantly, will tell you what topics drive the greatest engagement from millennial audiences. So, dive into the data and see where your target audience and millennials connect.
Social Sentiments
Social listening tools like Meltwater can help you track conversations across a variety of online and social media platforms that may not necessarily be owned by you. As the millennial world moves fast, you want to quickly pick up on online conversations and the sentiments surrounding them. Are they positive or negative? Can you use them for trend-jacking?
Third-party Research
Looking at a bigger picture, you want to get research and consultancy firms like Nielsen and Euromonitor involved. With the help of their comprehensive database, you can gain some insights into the millennial pulse. While the free online samples may not necessarily reveal all that juicy data, they should provide you with an adequate snapshot to point you in the right direction.
Questionnaires
Scalable, easy to conduct and great for getting to know millennials questionnaires can be tailored to suit specific demographics and/or geographics. Considerable effort needs to go into asking the right questions so that collectively the responses will reveal insights that might support your campaign objectives. Using platforms such as Google Forms and SurveyMonkey make it really easy for your business to reach audiences.
Be a Millennial
If you really want to get under our skin (and into our minds), then you should behave like one of us. Get on Reddit, join Facebook and Instagram live events, and watch YouTube videos – don’t forget to read the comments. It’s the most authentic way to connect with us. I know that millennials have gained quite the reputation for having an inflated sense of entitlement, but once you’re better acquainted with us, you will better understand our needs, concerns and priorities in life.
But just like you too – we agree that personalised treatment never goes out of style. Regardless of the generation, customising your brand’s messaging to your target audience will always be part of the right path.
You want to hear what millennials think about your campaign? Drop us a message at hello@mutant.com.sg.