Welcome back to another Generational Marketing post! We have covered what generational marketing is and shown you why you need to pay close attention to generational demographics. We have also talked about how to reach the baby boomers and generation X. But, what about the millennials?
I am a millennial myself and I am here today to talk about how to reach this particular group through generational marketing. Millennials are unlike any other generation because they were raised with technology from birth.
To begin, millennials are people born between the years of 1981 and 2000. Ever since they were born, strides were made in every field of technology, advancing life as they knew it.
Furthermore, millennials are the first generation to adopt such a wide acceptance of equal race, religion and LGBTQ. They tend not to separate people by these characteristics, like the previous generations tend to do whether they mean to or not.
The Pew Research Center found that 52% of Millennials’ priorities are being a good parent. Growing up in a peaceful time period meant positive relations were built with parents. However, “only about six-in-ten were raised by both parents.” Therefore, millennials do not take for granted the importance of marriage because they do not want a divided household. Having good parents were influential to them and they want to continue that with their own children. (Millennials: Confident. Connected. Open to Change)
Some of the top technological breakthroughs of the 1980s, provided by Timetoast, included: the Internet, Nintendo Entertainment System, cell phone, Apple Macintosh, DNA fingerprinting, Microsoft Windows and a disposable camera.
Some of the top technological breakthroughs of the 1990s, provided by Timetoast, included: the Internet was now available to anyone who could pay for dial-up, invention of internet browsers to search online, DVD player, Nintendo 64 and a portable MP3 player.
Because of the high rate in technological growth, millennials have a tendency to expect quick and immediate results. They are not accustomed to waiting for anything and their patience grows thin quickly. Millennials have short attention spans, it is just that plain simple.
In addition, millennials have a tendency to not tolerate inequality in any form, whether it be racial, religious or LGBTQ based. Their patience grows thin once again when faced with this particular type of situation. “A nationwide Pew Research Center survey taken in 2009… found that the public — young and old alike — thinks the younger generation is more racially tolerant than their elders. More than two decades of Pew Research surveys confirm that assessment.” (Millennials: Confident. Connected. Open to Change)
If you want them to notice you, then you have to notice them first. Millennials want to be seen first as a human being before a potential customer, client, etc.
Because millennials are surrounded by their technological devices, which take away from their attention towards you (the marketer), you need to reach them through their own way-MEDIA! Social media is the biggest key to marketing towards millennials.
Connecting with their families is the other way to market towards millennials. Like I said, good parenting is a high priority for them. Millennials will do anything to give their children a good life and they will put them before themselves faster than a heartbeat.
The popular media communication ways include: texting, email, video and social media.
Top social media sites include: Facebook, Instagram and Twitter.
Less popular media communication ways include: television, magazine, newspaper and radio.
If millennials aren’t the only generation in your target market, check out our other posts in this 4-part generational marketing series for additional tips to reach your target audience:
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