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Overview
Millennials make up the largest and most valuable market of consumers in the United States —but until you understand how to successfully market to them, you may as well kiss their colossal spending power away! Packed with powerful data, research, and case studies across a variety of industries, Marketing to Millennials For Dummies gives you a fail-proof road map for winning over this coveted crowd.
Millennials are projected to have $200 billion buying power by 2017, and $10 trillion over their lifetimes — and yet industries across the board are struggling to garner their attention. Revealing what makes this darling demographic tick, this hands-on guide shows you how to adapt to new media, understand the 'sharing economy,' and build meaningful relationships that will keep your brand, product, or service at the forefront of the millennial mind.
- Identify key millennial characteristics and behaviors
- Grasp and adapt to millennial economic realities
- Reach your target audience with integrated strategies
- Build deep, lasting connections with millennials
Get ready to crack the code —millennials are a mystery no more!
Product Details
| ISBN-13: | 9781119369042 |
|---|---|
| Publisher: | Wiley |
| Publication date: | 05/15/2017 |
| Series: | For Dummies Books |
| Pages: | 360 |
| Sales rank: | 668,075 |
| Product dimensions: | 7.30(w) x 9.20(h) x 0.80(d) |
About the Author
Table of Contents
Introduction 1About This Book 1
Foolish Assumptions 2
Icons Used in This Book 2
Beyond the Book 3
Where to Go from Here 3
Part 1: Getting Started with Marketing to Millennials 5
Chapter 1: Getting to Know Millennials 7
Discovering Why Millennials Matter 7
There is power in numbers 8
Millennials influence the economy 9
They’re a connected generation 11
Leveraging Millennial Influence 12
Identifying key influencers 12
Nurturing relationships 15
Meeting Millennials Where They Are 16
Communication 17
Sharing 18
Decision-making 18
Chapter 2: Creating a Modern View of Millennials 21
Understanding the Marketer’s Perception of Millennials 21
Examining standard definitions that marketers use 22
Reviewing what marketers get right 25
Looking at what marketers get wrong 26
Recognizing common flaws in marketing campaigns 27
Finding the roots of the most common mistakes 27
The Millennial Mindset 28
Defining the Millennial 28
Identifying preferred Millennial media 29
Grasping the importance of relationships 30
Chapter 3: Creating Your Target Audience 31
Considering These Questions 32
What are your objectives by media type? 32
What does your ideal Millennial audience member look like? 32
How will the customer journey connect across various media? 33
How do you prioritize target demographics and psychographics? 34
Can you define some of the segmented audience pocket umbrella categories right away? 34
Engaging Audiences on Different Media 35
Traditional media 35
New media 39
Running an Interest-Identification Audience Analysis 43
Using the Facebook Insights tool 45
Analyzing your analysis 48
Creating Segmented Audience Pockets 50
Identifying target audiences within your owned media 50
Categorizing target audiences within online public forums 51
Finding Millennials for brand awareness targeting 52
Part 2: Creating Your Millennial Marketing Strategy 55
Chapter 4: Using Data to Build a Strategy 57
Recognizing the Value of Data 57
Raw data 58
Cooked data 58
Social media user data 58
Customer lifetime engagement data 59
Brand profile data 59
Visualized data 60
Big data 61
Small data 61
Competitive data 62
Transactional data 64
Pinpointing Key Indicators in Your Data 65
Outliers 65
Peaks and valleys 66
Correlations 67
Industry trends 67
Waste 69
Using Your Data as the Foundation of Your Strategy 69
Identifying Data Sources 70
Data from your owned media 70
Data from social media 73
Data from public channels 75
Analyzing Your Data on a Regular Basis 76
Chapter 5: Connecting with Millennials on Traditional Media 79
Taking Advantage of Television (With or Without the Budget) 80
Looking at Millennial TV viewing habits 80
Reaching viewers with the second screen 81
Using Twitter TV targeting to reach Millennials 83
Targeting Millennials with Print Media 86
Reaching Millennials in magazines 86
Connecting with Millennials through the use of newspapers 87
The case for investing in print media 88
The case for abandoning print media 88
Incorporating Email into Your Strategy 89
Creating messages specifically for email 89
Tying email into your traditional and new media strategies 90
Building subject lines and headings that generate opens 91
Chapter 6: Engaging with Millennials on New Media 93
Using Facebook at the Core of Your New Media Strategy 94
Utilizing Facebook features 94
Analyzing your Facebook audience 95
Developing targeted content strategies 99
Creating a Facebook Content Strategy Geared Toward Millennials 100
Tone of voice outline 100
Editorial calendar structure 102
Considering thematic content development 107
Developing hypertargeted content 109
Building a Relationship with Your Millennial Audience on Facebook 111
Hypertargeting 111
Exclusivity 111
Responsiveness 112
Consistency 112
Value 113
Advertising to Millennials on Facebook 113
Launching your campaign 113
Making your campaign more successful 117
Chapter 7: Communicating with Millennials Using Twitter and Video 119
Determining How Millennials Use Twitter 119
Building a content strategy for Twitter 120
Analyzing your Twitter audience 121
Planning content strategy segmenting 123
Choosing content for Millennials 125
Developing Your Editorial Calendar 126
Repurposing your content on a rolling basis 127
Keeping your schedule flexible 127
Planning for themed content 127
Leveraging insights 127
Determining your evergreen content 128
Making time for promotional content 129
Developing Twitter Content 129
Evergreen content 129
Promotional content 130
Third-party sourced content 130
Reaching Millennial Twitter Users 131
Targeting Millennials in Twitter ads 131
Running campaigns on Twitter 133
Using advertising best practices on Twitter 134
Engaging with Your Audience Using Video 135
Creating video content that resonates with Millennials 136
Looking at content types 137
Making your content work 138
Soft-selling your brand with video content 139
Chapter 8: Using Native Mobile Social Media 141
Delving into Instagram and Snapchat 141
Creating a Strategy to Reach Millennials on Instagram 142
Leveraging influencer marketing on Instagram 144
Advertising best practices on Instagram 146
Navigating Snapchat 147
Encouraging engagement 148
Using content best practices on Snapchat 151
Chapter 9: Creating a Multichannel Media Strategy 153
Grasping the Unity of Media Types 153
Developing a Unified Omni-Channel Communications Strategy 155
Identifying opportunities by media type 155
Choosing the right media for your objectives 156
Establishing engagement goals by media 158
Creating content that appeals to Millennials on each channel 160
Determining KPIs 161
Targeting Your Strategy to Millennials 168
Creating a seamless content experience 169
Personalizing the content experience for Millennials 169
Chapter 10: Creating a Mobile Strategy Tailored to Millennials 171
Establishing Mobile-Specific Goals 172
Data collection 172
Online-to-offline conversion 173
Customer service 173
Behavioral segmentation and targeting 173
Experience personalization 174
Creating Mobile-Specific Content for Your Website 174
Creating a fully responsive site or mobile version of your website 174
Adapting your existing webpages to mobile 176
Using Social at the Core of Your Mobile Strategy 177
Targeting Millennials with Mobile Advertising 179
Search advertising on Google 179
Display advertising 181
Facebook Audience Network advertising 182
Twitter advertising 183
Instagram creative campaigns 189
Snapchat’s ad options 190
Running a Cohesive Mobile Campaign That Targets Millennials 192
Chapter 11: Conducting a Millennial Marketing Strategy Audit 193
Cornerstones of a Strategy Audit 193
Reviewing the Foundation of Your Strategy 194
Objectives 194
Key Performance Indicators (KPIs) 194
Benchmarks 195
Data 195
Audience segments 195
Selected media 196
Evaluating Your Objectives 196
Progress 197
Restructuring 197
Creation 198
Examining Your KPIs 198
Pacing Your Audit 200
Identifying New Opportunities with Data 202
Outliers and influence points 202
Dramatic rates of change 203
Sustained highs 204
High-value correlations 204
Auditing Your Individual Initiatives 204
Measuring against established benchmarks 205
Re-evaluating your target Millennial audience segment 205
Recognizing the reasons to end an initiative 206
Part 3: Analyzing Millennial-Specific Engagement Opportunities 207
Chapter 12: Utilizing the Share Economy 209
Positioning Your Brand Around Sharing 209
You have an active community forum 210
You have a peer-to-peer opportunity 210
You can afford short-term opportunity costs 210
Your product or service has an online component 211
Establishing a Voice 211
Mapping out your target audience 212
Creating a content strategy 213
Running a Niche Campaign for the Share Economy 215
Encouraging Audience Participation 216
Reach out to your existing database 216
Leverage native video ads 217
Target ads to the share economy audience 217
Develop incentivized adoption schemes 217
Measuring Results 218
Is the goal to build a new community? 218
Are there secondary goals that extend beyond the share economy? 218
Should you place a timeline on secondary goals? 220
Chapter 13: Leveraging the Desire for Experience 221
Creating a Brand Experience Strategy 221
What is the ideal medium for a first interaction? 222
Where will your efforts to educate switch to efforts to sell? 223
Will you invest in establishing multiple entry points? 223
How does the experience differ from prospects to customers? 224
An example road map 224
Identifying Touchpoints for Your Audience 225
Checking Off Elements for Each Touchpoint 226
Developing a Customer Relationship 227
Engaging users with conversational content 227
Sharing useful information that highlights your expertise 227
Offering first-time customers specials, freebies, or deals 228
Building trust by sharing third-party content that mentions your brand 228
Segmenting Your Content 229
Creating experience-specific content 230
Unifying your content across every channel 232
Integrating the Experience for an Omni-Channel Strategy 233
Creating an identifiable theme 233
Using a tracking mechanism 234
Repeating the campaign title or slogan on all media 234
Facilitating movement in any direction 234
Ensuring that all assets are easily discoverable 234
Tracking the Brand Experience Across Different Media 235
A tag management system 235
Trackable links 236
Segmentation of data 237
Running Brand Experience Campaigns 237
Increasing brand engagement 238
Driving up brand awareness 239
Building a new, segmented audience 239
Selling more product 239
Garnering customer loyalty 240
Fostering relationships 240
Launching a well-rounded campaign 240
Chapter 14: Mastering the Market of Demand 243
Evolving Your Organization to Cater to Demand 243
Offering digital access to your product/service 244
Functioning in real time 245
Focusing on mobile as a stand-alone platform 245
Creating On-Demand Services 245
Tailoring your product to the demand economy 246
Building your on-demand audience 247
Identifying communications opportunities 249
Building a Real-Time Response Strategy 250
Communicating with your audience in real time 250
Getting started with automated replies and bots 252
Leveraging alternatives to popular platforms 255
Building Out the Components of Your Real-Time Strategy 256
Audience identification 256
Primary objectives 257
Secondary objectives 257
Opportunity indicators 257
Social care 258
Real-time communications playbook 258
Chapter 15: Adjusting Strategies for Millennial Consumption Habits 259
Looking at Crucial Media Types 259
Examining video’s impact on consumer brands 260
Creating your video content 260
Utilizing top video types 262
Running Social Care Programs on Various Media 263
Dealing with assumptions about your social care program 263
Choosing networks 265
Considering elements that go into a social care strategy 266
Integrating email into your marketing strategy 268
Building Lasting Relationships 269
Running multiple audience analyses 270
Building out smaller audience segments 271
Creating content strategies based on audience traits 272
Running an ongoing, automated audience audit 274
Managing a Brand Crisis 275
Creating multiple strategies 276
Detailing the components of a crisis strategy 278
Managing a crisis 280
Chapter 16: Cause Marketing with Millennials in Mind 283
Recognizing Opportunities to Align with a Cause 284
Making the right choice 284
Looking for cause affiliations in an audience analysis 286
Identifying a cause that aligns with your brand 288
Marketing Your Brand with a Cause 290
Establishing objectives associated with your brand and the cause 290
Leveraging cause marketing for brand growth 292
Using Your Cause to Build Relationships with Millennials 293
Avoiding Damage to Your Brand 294
Part 4: The Part of Tens 297
Chapter 17: Ten Successful Marketing Campaigns That Won Over Millennials 299
Domino’s Tackles Snapchat 299
Nike’s Experiences on Instagram 300
Chipotle and Digital New Media 301
TOMS Focuses on a Cause 301
Dollar Shave Club Picks Price and Viral Videos 302
Uber Develops Millennial-Friendly Campaigns 303
Coca-Cola Plays the Name Game 304
Adblock Plus Identifies a Need 304
Hendricks Makes Gin Cool 305
Best Western Caters to One Group 305
Chapter 18: Ten Mistakes Marketers Make When Marketing to Millennials 307
Assuming Laziness 307
Assuming Selfishness 308
Assuming Vanity 309
Assuming Frugality 310
Assuming Ignorance 310
Focusing on Age 311
Ignoring the Mindset 311
Focusing Only on the Campaign 312
Aggressively Selling 312
Ignoring the Relationship 313
Chapter 19: Ten Quick Tips to Keep Top of Mind 315
Start with Data 315
Remember the Psychographics 316
Evaluate Additional Age Brackets 316
Establish Demographic-Specific Objectives 316
Choose Your Causes Wisely 317
Identify the Foundation of Your Relationships 317
Focus on the Experience 317
Regularly Audit Your Performance 318
Keep Your Voice Genuine 318
Go Mobile First 318
Index 319