Did you know that Millennials make up almost one quarter of the population of the European Union? The figure is even higher in the United States.
Contrary to what you might have been led to believe by the title ‘Millennial’, these guys were not born in 2000. They used to be known as Gen Y; they came into mid-to-late teens in the year 2000. But whatever they are called they have big spending power.
If you aren’t thinking about how to market to this segment, or worse, if you think that traditional marketing will cut it with these guys, then you might as well take down your shingle and go fishing.
Inbound Marketing Agency Tampere in Finland, recently took a really good look at Millennials. They’ve identified some key behaviors and trends that Marketing Agencies in Europe can take into account when devising inbound marketing campaigns:
- Millennials spend a lot of time online – at least twenty-five hours a week. So providing authentic, content driven stuff that is shareable is a no-brainer. Inbound marketing agencies should know that content is king for Millennials. But they are smart, so don’t treat them like suckers, be authentic.
- Their behavior is inspired by friends and other trusted ‘online’ influencers – marketing to Millennials is about harnessing word of mouth. Keep in mind that their ‘influencers’ are as close as their mobile device—so optimize your content for mobile. Duh!
- They have a language of their own—to engage with them you have to learn it and use it. Brands that can engage with Millennials on their terms are much more successful than those that can’t or don’t.
- Good news for inbound marketing agencies – Millennials don’t ‘get’ traditional, mass media marketing: billboards, magazine television and radio advertisements just don’t do it for them—too impersonal. Even direct mail struggles. In fact, studies show that they don’t trust traditional marketing.
- As mentioned in point 1, content is king. Millennials love blogs, ebooks, videos tutorials, infographics – anything that will help them solve a problem and offers expertise. Products that rank highly in Google searches provide information and knowledge which is the way to a Millennial’s heart, and wallet.
- Which leads to my next point – Millennials want content that is created with their interest in mind, not their wallet. So inbound marketing agencies have to provide content that is rich and real – they’ll soon figure it out if it’s not and they’ll tell their friends.
- Millennials love participation so why not invite them to tell you how to make the product or service better for them? This is a great way to encourage interaction with brand – savvy branding agencies in Europe know this.
- Millennials have a ‘sharing’ mentality. Why buy when you can share? Why own when you can rent? If you can offer more flexible options for your product, chances are Millennials will grab them with both hands.
- Millennials enjoy online shopping but they don’t always buy. It’s more about the experience of browsing, researching and collating information on products than actually making the purchase. But don’t panic! Just make sure the browsing experience is fun – check out how brands use Pinterest to get some idea of what I mean.