Most millennials nowadays care very little about global brands and that’s impacting the way marketers develop advertising and marketing strategies.
Brands that were adored by Generation X don’t necessarily resonate well with the millennials. Whilst most brands are still recognised, millennials will not go out of their way to purchase those products.
Many marketers that have helped companies target Generation X now find it extremely challenging to create impactful marketing strategies for their small business clientele. Business owners themselves recognise this challenge and wonder what they should be doing differently to attract the attention of millennials.
Here are some tips that can help to effectively market to millennials:
#1 Recognise the shift in brand loyalty
There was a time when customer loyalty was all about people coming back to that same brand over and over again as if by default. Once someone latched on to a particular brand they gravitated towards it unquestioningly. Today’s generation harbours no such undying brand loyalty. And so, if you want to gain their attention, you have to alter the way you build your strategy.
Millennials don’t move into default mode when it comes to brand loyalty. They ascertain what their experience with that particular brand has been and once they are satisfied that the brand is consistent with delivering that experience, they stick with it. Alternatively, they will move away from a brand if they feel the company hasn’t been able to live up to their expectations.
#2 Shuffle up the routine
Millennials are more apt to support businesses that are willing to think out of the box and walk their own talk so to speak. This generation is all about choosing brands that eliminate the negative experiences. This is why business owners need to take a closer look at and hone the experience they offer their customers- that is when they will be able to attract and hold the attention of the millennials.
#3 Make sure your brand has a purpose
If you are driven purely by profit, millennials aren’t going to be impressed. They are more interested in seeing what you are doing to reduce your carbon footprint, give back to the communities and improve lives. Of course, your business doesn’t have to be all about charity and donations. But they need to be convinced that your brand and company adds some value to people’s lives; that is when the millennials will appreciate you more and be loyal to your brand.
#4 Be firm and stand by things you believe in
The days where there was neutrality in marketing are long gone and if you aren’t able to take a stand on economic, political or social issues, you will only alienate the millennials. Not only is it important to take a stand on certain issues that are important to your customers and your business, but you need to be unafraid while voicing your opinion too.
These are the things that will separate you from your competitors and endear your brand to the millennials. Build your advertising and marketing strategies around these concepts and make a concerted effort to do things differently, be vocal, and transparent and you will be rewarded with genuine loyalty from modern-day audiences.
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