{"id":743,"date":"2012-11-28T09:39:40","date_gmt":"2012-11-28T02:39:40","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=743"},"modified":"2012-11-28T09:39:40","modified_gmt":"2012-11-28T02:39:40","slug":"marketing-to-millenials","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2012\/11\/28\/marketing-to-millenials\/","title":{"rendered":"Marketing to Millenials"},"content":{"rendered":"

\"iStock_000011853944XSmall-marketing-social-graphic-300x248\"<\/a>
Recently, I attended a wonderful seminar hosted by\u00a0New York American Marketing Association<\/a>and sponsored by\u00a0Ypulse<\/a>.\u00a0 The topic was how to market to millennials, featuring speakers from MTV, Teach for America, and Intel.\u00a0 I thought I\u2019d recap a few key learnings here for my readers.<\/span><\/p>\n

First of all, millennials is a very complex generation.\u00a0 Demographically, it spans the entire cohort that comes behind GenX-ers.\u00a0 It spans people who were born in late 1970s to early 2000s.\u00a0 As such, millennials is not so much a demographic description as much as it\u2019s a psychographic description.\u00a0 This generation grew up with technology, and that has a huge impact on how this generation approaches life in general.<\/span><\/p>\n

Technology is a great enabler.\u00a0 Technology unlocks a lot of potential, and millennials are all about capturing all of it.\u00a0 This generation is surprisingly optimistic, despite the current economic conditions.\u00a0 This generation has been told that they can be whatever they want to be and that they can make a difference.\u00a0 This is a generation that can and will start a non-profit in their backyard with an idea and a laptop in a single day.\u00a0 With that said, this generation knows what they want from life, and more or less how to get there.\u00a0 It\u2019s not about money.\u00a0 It\u2019s about dreams and passions.\u00a0\u00a0Therefore, to market to this generation, you need to figure out how your brand fits into their existing life plans and their passions.<\/span><\/p>\n

Technology has also given this generation voice.\u00a0 Most marketers have learned the lesson that we no longer own our brands.\u00a0 They co-own our brands.\u00a0 They can be our greatest advocates or our greatest enemies.\u00a0 They are not a generation to be marketed to, but a generation to be engaged with and build a relationship with.\u00a0 It\u2019s a relationship that needs to be cultivated, just like any other relationships in life.\u00a0 This generation is inherently creative, empowered by technology.\u00a0 They\u2019re building a personal brand online before they graduate high school.\u00a0 Facebook, Pinterest, etc., are all channels with which they are expressing themselves and their passions.\u00a0 How can your brand tap into that creativity?\u00a0 What information can you provide that will be relevant to them?\u00a0 Also, what do they get from their relationships with your brand?\u00a0 One tactic is to create exclusivity.\u00a0 Make them insiders to your brand.\u00a0 They\u2019re creating their own personal brands.\u00a0 They are sharing online.\u00a0 They are creating contents.\u00a0\u00a0They need contents, preferably exclusive contents.\u00a0\u00a0Your brand needs to be part of their brand.<\/span><\/p>\n

As information is readily available, this generation expect to find whatever information they want when they want them.\u00a0 So, as marketers, it\u2019s our job to keep the information available.\u00a0 So, when they\u2019re ready to engage, they can.\u00a0 Also, since there is an abundance of information nowadays, information needs to be curated.\u00a0 It\u2019s not about dumping everything you can out into the world, and let them navigate the information themselves.\u00a0 It\u2019s about information that\u2019s relevant, that\u2019s timely, that\u2019s interesting, that\u2019s engaging.\u00a0 \u201cSocial\u201d is not about just Facebook or Twitter updates.\u00a0 \u201cSocial\u201d is not about telling them more about you.\u00a0 It\u2019s about engaging in the conversations that are happening about your brand.\u00a0 It\u2019s about telling them what they want to know.\u00a0 Your Facebook fans are already your fans, so they represent only one set of conversations.\u00a0\u00a0Understand what conversations are happening where, and how to engage into these conversations is what being social is all about.<\/span><\/p>\n

Finally, what about alienating your existing customers who may not be millennials?\u00a0 If you are all about millennials all of a sudden, would you offend your loyal customers through the years.\u00a0 The only answer to this, and it\u2019s the answer to many marketing questions, is to stay authentic.\u00a0 Your brand equity shouldn\u2019t all of a sudden change.\u00a0 You may be leveraging different tactics to bring this brand message to life.\u00a0 But the core of who you are is still who you are.\u00a0 You may be used to entertaining your friends in your perfect formal living room.\u00a0 Nowadays, millennials may want go behind the scene and eat in the kitchen instead.\u00a0 But, you are still who you are.\u00a0 If you\u2019re funny, you\u2019re still funny.\u00a0 If you\u2019re classy, you\u2019re still classy.\u00a0 You are still who you are.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

By Jeannie Chan<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Recently, I attended a wonderful seminar hosted by\u00a0New York American Marketing Associationand sponsored by\u00a0Ypulse.\u00a0 The topic was how to market to millennials, featuring speakers from MTV, Teach for America, and Intel.\u00a0 I thought I\u2019d recap a few key learnings here for my readers. First of all, millennials is a very complex generation.\u00a0 Demographically, it spans […]<\/p>\n","protected":false},"author":6,"featured_media":3772,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[92],"tags":[689,690,691,692,693,694,695,696,697,698],"class_list":["post-743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-cohort","tag-enabler","tag-enemies","tag-generation-voice","tag-intel","tag-laptop","tag-millennials","tag-passions","tag-single-day","tag-speakers"],"acf":[],"_links":{"self":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/743"}],"collection":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/comments?post=743"}],"version-history":[{"count":0,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/743\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media\/3772"}],"wp:attachment":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media?parent=743"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/categories?post=743"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/tags?post=743"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}