5 Best Practices to Enhance Your Millennial Marketing
Marketing your luxury brand to this audience group is fundamentally different than baby boomers, GenX, or any other previous generation that falls within your target demographic. As a result, you might have to rethink your millennial marketing efforts. Here are 5 best practices that can help you get to that point.
1. Meet them Where They Are
Put simply, TV ads will not be enough. Millennials have grown up surrounded by digital technology, which is where you need to reach them. They spend an average of average of 25 hours per week online, necessitating a complex digital strategy.
While online, they research products like yours, browse for more information, and make purchasing decisions. They also perform many of these activities on mobile devices, which means your digital strategy absolutely needs to become the centerpiece of your marketing efforts for this audience group.
2. Focus on Authenticity
For most millennials, traditional media is out. They don’t read newspapers in print. They don’t even watch cable TV anymore, opting instead to cut the cord. Instead of being satisfied with promotional content during commercial breaks or next to a magazine article, they prefer authentic content that actually provides value to them.
Forget traditional promotions for your vehicle or clothing brand. Instead, produce authentic content that actually seems believable. Influencer marketing, for instance, has become particularly successful in reaching millennial audiences.
3. Personalization is Key
In addition to being authentic, your millennial marketing messages also have to be personal. Most young adults will catch on to the fact that the message you sent isn’t actually designed for them. But if you can customize it specifically for them, they begin to pay attention.
That personalization, of course, can take on a number of forms. It starts with targeting: rather than setting up a marketing campaign for all adults between 20 and 35, separate them according to demographics, interests, and behaviors. You can also personalize individual email messages and even your website using dynamic content for enhanced success.
This is where the inherent individualism that many millennials show can be to your advantage. As Women’s Wear Daily points out, this individualism makes millennials the perfect emerging audience for luxury brand. Connect your exclusivity to individual interests and behaviors, and you will get this group’s attention.