In order for online marketing to be effective with Millennials, it needs to take into account how younger people interact with each other and with companies.
In order for online marketing to be effective with Millennials - roughly people born between the early 1980s and the late 1990s - it needs to take into account how younger people interact with each other and with companies, according to a September 11 MarketingProfs article.
One of the major aspects of online marketing for younger people involves word of mouth. MarketingProfs reported that about half of all Millennials turn to others before making a purchase. According to Nielsen, Millennials are not alone in this tendency, as 92 percent of people trust word of mouth or the recommendation from friends or family above all other sources of advertising, and 70 percent said they trust consumer reviews posted online.
Another point MarketingProfs made about younger people is their likelihood to be always connected online. A Pew Internet Project survey found that 67 percent of those between the ages of 18 and 24 now own an internet-enabled phone, and 71 percent of Americans who are 25 to 34 years old now have a smartphone. An online marketer should seek to connect with younger people on an increasing number of internet-enabled devices but also across multiple online platforms, MarketingProfs said.
The article also said that for social media marketing campaigns to work, they need to function more as a conversation and less like a message from a soapbox. For example, while a business may use Facebook solely for talking about itself, a quality online marketing effort will instead seek a conversation on social media as a way to connect with younger people.
Other considerations to make when marketing to younger people are also aspects to take into account when talking to members of the general population, including aiming for customer loyalty and treating consumers with respect, the MarketingProfs article said.
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