You need to consider two fundamental concepts when you begin marketing to Millennials, better customer experience, and your brand's authenticity.
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With over 80 million Millennials in the United States today, who possess an annual buying power of $200 billion, there is no wonder why this generation is the target consumer. Millennials are classified as the generation of individuals between the age of 18 and 33. This is the generation that was raised on technology, trading in their reading books and crayons for iPads and digital applications.
Millennials are on the cutting edge of technological innovation, always consuming and waiting for the next best thing. With high proficiency in a digital world, they maintain a constant connection to everything around them, accessing unlimited information in seconds. Research has found that 94 percent of Millennials have smartphones with an Internet connection. Younger Millennials, ages 16-24, spend more time online via a mobile device than any other age group, spending almost 200 minutes per day on their phone or mobile device. Closely following are the older generation Millennials, ages 25-34, who spend an average of 150 minutes a day on their mobile devices.
Millennials are well-established researchers who will investigate the brands and companies with whom they do business. They will not walk blindly into a store without reading online reviews, asking peers, or searching the business's social media page.
The thought of reaching Millennials may be intimidating but Millennial blogger, Kyle Wong, told Forbes Magazine the secret to marketing to Millennials, "What Millennials want is not very different than what every customer wants: a better customer experience or product and an authentic brand that stands for something."
So let's take a closer look at these two main elements.
A Better Customer Experience or Product
You can have the best marketing campaign that has ever hit the internet, and it still won't accomplish your agenda as you want it. Why? Because if Millennial consumers don't believe what you have to offer is a good fit for them, the number of creative approaches you take won't change their minds. Only 1 percent of Millennials reported that a compelling advertisement would make them trust a brand more. Advertising doesn't reach or engage Millennials as your brand may hope. The key isn't to focus on getting Millennials attention, but to help them understand and believe that your product or service is something they need.
As for creating a better customer experience or product, Millennials often prioritize speed and convenience when making healthcare decisions. Quality matters. Not only do they want speed and convenience, but they want it without sacrificing quality, this is where authenticity comes in. A positive customer experience has a foundation of authenticity. Offer Millennials the customer experience and the products they need with transparency and sincerity.
The second element Millennial consumers want is an authentic brand. Authenticity will increase your company's validity and value in the eyes of a Millennial. They trust companies that they feel are authentic. Millennial consumers want to know that you care. They want something that will not only benefit them and satisfy a need, but they want it from a source that is genuine. They are keen to discern between just another marketing tactic produced to take their money versus a company that genuinely cares about its consumers and values their business.
Forbes found that 43 percent of Millennials rank authenticity over content. Millennials won't bother to read the content if they feel the brand isn't one they can trust. Relationships with Millennials are built off authenticity; and they are incredibly loyal once a positive connection has been established with a company. 60 percent of Millennials are often or always loyal to brands that they currently purchase from. Starting that relationship with Millennials will increase brand loyalty that will continue through their adult years. It will be worth the extra time and care put into connecting with Millennials.
Reaching a Millennial audience does not have to be hard. Remember that they are merely a younger generation that is wired for accessibility, a positive customer experience, and an honest and authentic brand. Cater to them by putting in the extra time and care up front. Your efforts will help build and maintain positive relationships and brand loyalty with your Millennial consumers.