We are students in Northwestern's Medill IMC [Integrated Marketing Communications] program in a Direct and Integrated Marketing course that teaches social marketing. As a part of our assignments, we need to better establish our professional personas and begin writing blogs on key topics which concern our future professional industries. You can also follow us on twitter using the hash tag #NUSocialIMC. Enjoy!
Sunday, May 8, 2016
CMOs: Creating an Effective Strategy to Market to Millennials
age group is the most targeted market in the world today, but marketers are
having trouble reaching them with more traditional methods. From my interest in
marketing to millennials, I have found two articles that provide great insight
into the best strategies to use to target this market.
publication Entrepreneur, in an article titled “3
Essential Tips for Marketing to Millennials,” Sujan Patel explains that while
millennials are an extremely diverse market, it is possible to market to some
of their shared characteristics. Patel suggests integrating advertising
natively into mobile or digital experiences to reach the 85% of millennials in
the U.S. who own smartphones. Additionally, because millennials are the most
non-traditional generation so far, Patel proposes targeting social groups
rather than life stages to appeal to specific groups within the millennials
market. Finally, brand relevance is key to cutting through the noise of an
ever-connected market; Patel posits that relevance can be attained when brands
engage with consumers and build communities.
discusses other strategies for marketers to meaningfully connect with
millennials in his article
titled “6 Tips for Marketers Who Want to Connect in a Meaningful Way with
Millennials” in Adweek. Porro
emphasizes the importance of a brand producing engaging content in order to
entertain and captivate millennial consumers. He suggests focusing on quality
over quantity, so brands should speak to fewer but more influential people. Finally,
Porro highlights authenticity as a key element to successful millennial
marketing, as this target doesn’t just want to be marketed to—they want to
connect with brands on their own terms.
Based on my
review of these 2 articles and my experience as a marketer in the Northwestern
University Medill IMC program, I have found there are three action items you
need to consider:
1.Target Social Groups, Not Life Stages
a.Millennials are less likely to identify
with traditional life-stage advertising; rather, brands should target specific
social identities that millennials identify strongly with.
2.Use Multiple Channels
a.Millennials use multiple devices at one
time, so it is important for marketers to create a streamlined experience across
a.Millennials are being inundated with brand
messaging, and more than ever, brands should focus on engaging the
consumer—through influencers, family, and friends—to let the brand’s
personality and story shine through.
It is essential
for brand managers and CMOs to determine a personalized, targeted brand
strategy to market to millennials. ---
Stephanie Chang is a senior at
Northwestern University in the Medill Integrated Marketing Communications Certificate
program. She is looking for positions in marketing strategy upon graduation in
June 2016. Contact her on Twitter @stephaniehchang.