Choosing a
target market to advertise to can sometimes be challenging. With their immense
and ever-growing purchasing power, millennials are becoming more and more of a
target for advertisers. How can we best market products and services to a generation
of consumers with short attention spans, expressive tendencies, and little
interest in traditional ads?
By KellyEhlers – featured on Forbes, June 27, 2017
Millennials are digital natives who grew up with technology.
They are a very distracted group, but their tendency to multitask might be a positive
– they are constantly switching between platforms, which makes it more likely
that they’ll see an advertisement. Because they’re a very diverse group, it’s a
challenge to catch all of their attentions at once. When it happens, though,
it’s all worth it.
Source: giphy.com
By azfar –
featured on SEOPressor, December 29, 2016
This
article considers some of the characteristics of millennials. They look up to
individuals instead of brands; reject traditional ads; are skeptical,
socially-influenced, expressive, anti-establishment; and have short attention
spans. They value honest advertising, reviews, and when ads are created
specifically for them. They don’t just trust any ad, so we have to cater to
their wants and needs.
Based on my review of the two articles and my studies at Northwestern, I've created three action items to remember the next time you think about marketing to millennials.
Pay attention.
o
We
need to constantly be aware of how millennials’ preferences are changing and
focus on what they want.
·
Advertise smartly.
o
Millennials
do research, read reviews, weigh pros and cons, and go to their friends for
advice when purchasing – we need to be
honest and open when we advertise to them.
·
Trust the youth.
o
Millennials
are the largest generation in the world, and we need to listen to what they
want.
Estie Gelman is a junior at Northwestern University studying Psychology, Integrated Marketing Communications, and Business Institutions.
