Posted 07.19.2010
Marketing to Millenials: part 1
What attracts their buying dollars?
By Saira Taylor
Editor’s note: This is the first of two parts.
Generation Y, commonly referred to as the “Millenials,” has been quite the talk of the business world lately.
The Millennial generation is classified as anyone born between 1977-1998. While some may call us too spoiled by our parents to make it in the “real world,” businesses are hiring from my generation because of its strength in innovation and technology.
Our brains work differently than the previous generation, so businesses should advertise to us differently. Millennials make up a population where “multi-task” is our middle name. Answering phones while responding to an email, jotting down a to-do list and downloading music is second nature. We’re always a ‘delete message’ ahead of the marketers who target us.
Fast-forward is an understatement. Not only do we fast-forward through commercials (except during the Super Bowl), we also fast-forward through magazines and websites. Catching our interest has to happen in seconds!
We are visual information scanners. Our iPhones and other handheld devices are like an added appendage, always on, constantly networking, forever a part of our everyday lifestyle. If we like something, we’ll tell everyone we know — and fast! (Of course, the same is true if we don’t like something).
Despite some criticisms of being an apathetic bunch, we do care and we want to make a difference. Many in the tech savvy generation are also community service-minded (especially abroad). We want to experience life globally and completely. Underserved people and our environment matter to us.
So what has growing up with the Internet, cell phones and email created? We don’t know a world without electronic communication, which has given us a vital new skill set. Our use of technology and networking knowledge are beneficial to any corporation or organization.
Take Facebook. Created by twenty-somethings, what started as a site for college students to keep in touch with friends has quickly grown into a major advertising venue with an ever-increasing population currently equaling the size of a small country; Facebookland, if you will. Many organizations have taken full advantage of the newer advertising opportunities available through social media to zone in on their target audience.
Facebook has even made it possible for members to only receive ads that match their personal interests and common activities. If a Facebook-er listed “fishing” for example, he can now see ads about the best walleye fishing spots, great deals on fishing bait and apparel — you get the idea. Now there are even newer trends breaking through traditional advertising to reach Millennials. More about that in part two of this series.
For now, technology, is only one piece of the pie. It allows businesses to find us, but once they do, what DO we like? What do we dislike? Knowing this is extremely important when companies brainstorm marketing strategies.
Watch for part 2: Successful and straightforward marketing tips that attract the Millennial generation.
Esty Atlas is the public relations director for Hughes & Stuart Marketing located in Greenwood Village. Contributor/author of this article, Saira Taylor, is our summer intern. She is studying Public Relations, Journalism and Marketing at Colorado State University. The perspective of her generation is valuable insight to us all!
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Thanks. By Carrie Farmer on 2010 07 19
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