Speaking to Gen Y: Digital Marketing Done Right
There’s no question that brands need to market to Gen Y – the biggest generation in all of history, they have incredible buying power and can make or break a business. They’ve grown up with the internet, and their first phone may have been a smartphone. They spend more time accessing the internet on their phones than on their computers, in fact, and spend more time texting and using social media than any other age group. We all know that they’re a tech-savvy, incredibly plugged-in market, and that how they buy is unique to their generation. But in an online, mobile world, how do you market to Gen Y most effectively?
MILLENNIALS SHARE ONLINE…BUT DON’T TRUST ONLINE ADS
Reports have indicated that only 6% of millennials trust online advertising. That said, the generation is known for sharing their experiences and opinions online, and these posts can spread like wildfire among friends and beyond. Look for ways to market so that millennials will be compelled to share – thus, creating authentic, organic buzz around your brand.
BE AWARE OF CROSSING PRIVACY LINES
While Gen Y wants to access information and make purchases from their mobile devices, recent studies have shown that many millennials consider targeted ads on their phones a breach of privacy – something to be mindful when designing a campaign. Millennials are also put off by seeing the same ad repeatedly, and by seeing ads for items they’ve viewed online and purchased.
MILLENNIALS SHARE WHAT ENTERTAINS THEM
If you want your ad or marketing campaign to go viral, make it entertaining. Millennials love to share funny, touching or unique clips with their online networks – it could be a music video, or if you hit the right note, it could be your company’s marketing.
MILLENNIALS WANT TO BE HEARD
Gen Y is all about giving feedback via social media, so make it an option and get them talking about your brand. Provide simple, easy ways for consumers to rate and comment upon your products and services, and millennials will be there to read and add to it.
ENGAGE WITH GEN Y TO EARN THEIR TRUST
Millennials want to be heard, but they also want to hear back from you, the brands they’re buying. Instead of seeing giant, faceless corporations, they want genuine interaction with brands on social media and in marketing. Gen Y also cares about social issues and the environment, and likes to support like-minded brands – so be open about what your business stands for, and it may come back to you in the end.