Traditional marketing strategies just don’t work with today’s digital-first savvy consumers. If you’re relying on billboards, bus benches and radio ads to reach people, you’re missing out on a huge chunk of the population. With fewer people shopping in-person and an increasing reliance on digital marketing, you can’t afford to make the same mistakes. Especially since you’ll never know which one of your marketing tactics worked and which ones didn’t. That’s why you need to switch your approach and start measuring the results of your efforts through digital analytics.
Millennials are now the largest generation in the United States. They’re also some of the most influential, as demonstrated by the 2018 United States of America Election. Now, more than ever, you need to be aware of what makes this generation tick.
Millennials Aren’t Loyal To One Brand
This might be one of the biggest differences between millennials and the previous generation, the Baby Boomers. While Baby Boomers had relatively high levels of brand loyalty, millennials have grown up in a world full of brands, with none of them completely satisfying their needs. This is in large part due to traditional marketing trying to manipulate young consumers into brand loyalty. But, brands play a crucial role in today’s society, and millennials aren’t going to stop appreciating what they have simply because some marketer tried to convince them to love one brand over another.
A Genuine Interest In Technology
Another important difference between millennials and other generations is their interest in technology. According to HubSpot Blogs research, 66% of millennials would describe themselves as having a ‘very high’ interest in new technologies. This is in comparison to the 48% of Baby Boomers who feel the same way. Despite this interest, 56% of millennials say that they don’t have the time to learn new things, while only 42% of Baby Boomers feel the same way.
If you want to connect with this generation, you need to adopt a digital marketing strategy that takes advantage of this interest. One of the best tools to do this is a software-as-a-service (SaaS) platform. Using a SaaS platform allows you to focus on what’s important to you, while having the software take care of the technical elements of marketing, such as getting the most out of your ads, and measuring the results of your efforts. It’s a best practice to set this up so you can re-use your existing marketing workflows, and don’t have to worry about learning a new tool.
A Strong Desire To Be Unique
While interest in new technologies is prevalent among millennials, it’s not just about technology for them. According to HubSpot Blogs research, millennials are also interested in being unique and standing out from the crowd. Over half of the respondents said that they’d like to be unique, with only 29% saying they wanted to fit in with the crowd. This stands in contrast to the 52% of the Baby Boomers who want to be like everyone else.
If you want to connect with millennials, you need to adopt a marketing strategy that encourages uniqueness. One of the best ways to do this is through providing personal touches, such as unique greetings or a personality that connects with the audience. It’s also important to be genuine and stand out from the crowd in a positive way. Instead of trying to fit in and be like everyone else, you should be proud of what makes you different and communicate this to your audience. They’ll appreciate your uniqueness and be more inclined to connect with you than someone who tries to be ‘too cool’ to be different.
An Inclination To Explore
Millennials are also keen to explore. According to HubSpot Blogs research, half of the respondents said that they like to regularly explore new things, with only 16% wanting to remain stable. This is in contrast to the 34% of Baby Boomers who want to remain stable.
If you want to connect with this generation, you need to encourage exploration. To do this, you can create content that allows the audience to travel the world and learn new things. This content could appear in the form of videos, infographics or blog posts. When you provide authentic content that provides value to your audience, they’ll be more inclined to connect with you than someone who attempts to teach them something new that they already know.
An Emphasis On Quality Over Quantity
Finally, the results of the survey show that millennials prize quality over quantity when it comes to their media consumption. According to HubSpot Blogs research, only 16% of the respondents want to see lots of content, with 58% wanting a smaller number of high-quality pieces. This stands in contrast to the 34% of the Baby Boomers who prefer quantity over quality.
This emphasis on quality is important. This generation grew up in a world where online content is the norm and most of their media consumption is digital. Not only does this impact the kinds of content they’ll value, but it also shows in the way they consume it. The ideal size for content is around six to eight pieces, with only four or five pieces being the most common. Anything shorter and the quality starts to suffer, while longer articles generally mean less readability. The ideal length for an article is between 1500 and 2000 words, according to HubSpot Blogs research. Of course, this is just a guideline and everything depends on the content, purpose and expected results of the piece.
This emphasis on quality shows in other ways, as well. For example, only 21% of the respondents want their content to stand out, while 79% want it to blend in. This is in contrast to the 36% of the Baby Boomers who prefer to stand out and 69% who want their content to blend in. High quality content that stands out will increase the likelihood of a person engaging with your content, while content that blends in will make them less inclined to do so. In both cases, you’ll be improving the results of your digital marketing effort.
These differences in digital marketing preferences mean that your existing strategies might not work as well as you think. To get the best results from your digital marketing efforts, you need to change the way you’re approaching this generation. The most effective strategy will depend on your goals, target audience and existing resources.