Millennials are the generation born in the 1980s and 1990s. This generation grew up with technology, and phones are a part of everyday life. It is not rocket-science, but keep in mind that creating marketing materials for millennials demands having a firm grasp of their tastes, values, and communication methods. Thus, it is crucial to understand where these components come from.
Understanding millennials better
This generation, which is also known as the “digital pioneers,” thrived and grew as technology advanced. The majority of them are well-informed, educated consumers who learned how to steer clear of a lot of traditional marketing tactics. While it’s crucial to avoid generalisations, it’s just as important to remember some distinctive traits of millennials so as to fully understand the market. Here are some examples of the millennial market profiles:
- Experience-based marketing is preferred
Millennials anticipate tailored interactions and communications. They react well to marketing initiatives that seem to be catered to their unique demands and interests. According to research, 78% of millennials would rather spend money on an experience than a home or car, and 45% of them expect a more engaging relationship with a company. They are currently in their 20s and 30s and mainly rely on recommendations from friends and online reviews when making purchases. More than traditional advertising, they place more trust in the opinions of their friends, family, and online groups. Implementing influencer marketing and user-generated content strategies can help marketers tap into this preference and leverage the power of social proof.
- They are digitally savvy
The millennial generation is the first to have had broad access to the internet and digital technology as children. They are quite skilled at utilising a variety of digital channels and are frequently less trusting of conventional advertising technique. Marketers must adopt digital marketing techniques like social media, influencer marketing, and personalised content if they want to successfully attract millennials.
- Ad aversion
The generation of millennials was raised in a time of excessive information and intrusive advertising. They have created ad-blocking software and developed ad blindness, making them frequently more resistant to conventional types of advertising like TV advertisements or banner ads. Instead of depending simply on direct advertising, marketers must come up with innovative ways to connect millennials by offering relevant and real content.
[1] How to Market to Millennials with Promotional Products
[2] Millennial Marketing: How To Design For Millennials & Get Results
- Value and sincerity
Authenticity and brands with strong morals are frequently prioritised by millennials. Transparency, social responsibility, and moral behaviour are important to them. They are more inclined to back businesses that share their beliefs and actively promote social causes. Marketers should concentrate on establishing sincere relationships and displaying a strong commitment to social and environmental issues in order to get their attention. Therefore, it’s important to draw attention to your company’s sustainability efforts, social responsibility efforts, or other positive community impacts. Inform them of your principles and how your service or product supports their ideals.
More pointers for producing marketing materials
- Make the message simpler.
Millennials were raised in the digital era, where there is a continual barrage of information vying for their attention. Ensure that your message is succinct, clear, and targeted in order to engage people. To quickly communicate your main points, use attention-grabbing headlines, bullet points, and images. To get their attention, use eye-catching images, vivid colours, and contemporary design features. Videos, interactive features, and infographics can all improve shareability and engagement. Smartphones are the primary source of communication, information, and entertainment for this generation. In order to effectively target them, marketers should mobile-optimize their websites and advertising efforts, guaranteeing consistent user experiences across various screen sizes.
- A clear call to action.
A clear statement of the action you want customers to take, whether it be making a purchase, subscribing to a newsletter, attending an event, or sharing your content, should be included in all of your promotional materials.
- Be sincere and honest.
Millennials prefer authenticity and are wary of anything that is too polished or corporate. Avoid overusing marketing lingo and be honest and transparent. To engage them on a personal level, use concrete imagery and understandable language. Consider including social media features in your promotional materials since millennials are frequent users of social media sites to promote sharing and interaction. Millennials value user-generated content and consider peer recommendations to be reliable.
