Millennial shoppers are a tough nut to crack. As a business owner, it’s important to understand and to engage them.

They have a unique approach to the way they consume media, and their advertising response. This generation has access to so many technological advancements.

Thus, they prefer doing everything by incorporating the newest gadgets and networking platforms. Their attitudes are also different than previous generations.

They have a savvy amount of knowledge about the hottest trends and topics. Also, they utilize unique methods of engagement.

Therefore, this group has pretty much seen it all before. At least, they think they have. Thus, it’s up to you to show them something new and different.

Accordingly, choose something that’s going to make them sit up. Your goal is for them to take notice, and above all, care.

Sure, those are facets that every type of marketing should have. Yet, with the Millennial audience it’s different.

This generation is far more dialed in with the nature of advertising. Consequently, they understand why it matters. They know how it can affect their purchases.

Millennials are very cautious when it comes to buying things. They do their research and listen to specific taste-makers.

Additionally, they have resources at their disposal. With them, they read and watch reviews from other consumers like them.

There are so many of these resources available. Consequently, it’s absolutely vital that any brand or product is the best.

It’s crucial to put its best foot forward when appealing to this demographic. Your goal is to engage them.

That last part, engagement, is important. The Millennial shopper thrives on engaging with brands, products, celebrities, etc.

They do it in ways that allow them to interact with social media networks. That’s in addition to the various digital platforms that exist now.

Not to mention, the newest and latest that are coming on the horizon. Of course, you really want to attract the Millennial shopper.

Therefore, you must first understand who he or she is and what makes them tick. You need to learn about their spending habits.

Why do they buy one product and reject another? Also, you must appreciate the type of advertising that they enjoy.

We all shop. Nonetheless, it’s about understanding how Millennials do it. That, in turn, will give you an edge on reaching this challenging group of shoppers. It’s a very lucrative demographic.

What (or Who) is a Millennial?

Millennials are considered anyone born between the years of 1980 to 2000. That time span has given some of the most extreme innovations.

Plus, it’s changed how we exchange and consume information. There are so many new technological advancements.

Thus, this generation has found a way to incorporate them into their daily lives. Some might say these innovations have helped define this generation.

Plus, they claim this technology has become ingrained into their very existence. However, why are they such a crucial demographic to reach?

It’s because this generation accounts for approximately one quarter of the American population. Consequently, they have tremendous spending power.

Last year, the Millennial shopper spent roughly $550 billion on retail items. Likely, the current trends will continue.

Hence, this demographic will represent over a trillion dollars in spending power in three years’ time. Additionally, they’ll impact the retail market at 30% of the spending in this country.

Those are big numbers being thrown around. Accordingly, brands are clamoring to connect with this generation like none other before.

Yet, the Millennial shopper knows this and they refuse to make it easy. They are leery of traditional avenues of marketing.

That’s because too many of them offer nothing but the hard sell. As a result, they’re far more ready to read the reviews by perfect strangers than fall for flashy ad campaigns.

They value the opinions of their friends and colleagues. These are far more convincing than some spokesperson.

Perhaps, a spokesperson is some kind of Internet personality or celebrity whom they trust. In that case, they are going to be more responsive to advertising.

Validation is a key component in the decision-making process of a Millennial shopper. Thus, they see that others have bought a product or follow the brand.

In fact, they are more likely to jump on board. That’s especially true if the feedback from their chosen inner circle is highly positive.

Conversely, a brand or product may gain some kind of negative response. They observe it, particularly across their preferred social media networks.

For this reason, they can spell certain doom for that brand or product. Additionally, it can be very difficult to overcome that unfavorable perception.

It’s important to design a viable marketing approach. It should reach this demographic. This has practically become an industry in and of itself.

That’s because brands and advertising agencies are constantly working. They seek to find the best methods for scoring high points with these consumers.

Some have succeeded. Yet, far more have failed.

However, there is some good news. You should manage to break through to this category of the buying public.

In doing so, you will earn a level of consumer loyalty that is rewarding and long-lasting. Millennials are going to find a brand that they like.

Hence, they tend to stick with it. Plus, they continue making purchases. How best to engage this group, then?

Let’s take a good, hard look at the facts and figures of the Millennial shopper. We’ll explain what makes them want to engage.

Authenticity

Does your brand offer transparency and honesty? If so, it’s a brand that Millennials are willing to embrace and engage with on a regular basis.

Advertising should be “real” and upfront about its intention. This is the best way to get the Millennial shopper’s attention.

Furthermore, it’s important that a brand comes across as authentic. That is the case regarding its mission statement and business practices.

That’s because this demographic is far more likely to participate in some capacity. This is important because attention typically results in sales money spent.

If you can’t engage this audience, you’re already dead in the water. To this extent, you need to appeal to Millennials on a level of honesty and straightforward beliefs.

This, in turn, will go a long way. Don’t let your brand come off fake in even the smallest way. If you do, Millennials will sense it.

Don’t be phony. Also, do not give them the hard sell.

Content is Important

This probably isn’t a new concept for you. Though, it bears repeating as you work toward engaging with the Millennial shopper.

That’s because the traditional sales methods are stale and boring to this demographic. Millennials relish watching and sharing videos and GIF’s.

That’s because it entertains while offering a sales pitch. Conversely, even that distinction is critical.

This is because commercials or ads need to be imaginative, intriguing, funny, and poignant. Your content needs to elicit an emotion.

You need to engage on that level. Thus, you’re far more likely to score points.

It’s vital to gain their trust. Hence, if some standard talking-head is addressing the camera with a product or brand label in hand, you won’t.

Get Their Attention

Let’s further the previous point. You must find ways to grab the attention of your audience.

It can be done through content or social media interaction. There is one thing to really understand about Millennials.

It’s that they have increasingly short attention spans. Therefore, your first impression is absolutely vital. Additionally, it may be your one and only shot to make that all-important connection.

Consequently, it’s crucial to find ways to make your mark in a very limited amount of time. How you do that is up to you. Though, remember, it has to feel organic and authentic.

Here’s a great way to do that. Try placing an emphasis on creating an interactive experience through your content and advertising.

Is there a popular place to turn to offer that type of engagement? Of course there is. It’s social media.

Using Social Media to Your Advantage

There are many to choose from now and they’re all gaining in popularity. The challenge is determining which ones to target and how to do it.

This includes deciding which different types of content are added to each one. Perhaps, you post on Facebook.

You’ll find that it won’t necessarily engage your audience. That’s because it may not be as effective in the same fashion as posting it on Twitter.

Also, you need to consider other facets of the demographics of each platform. You may strive to reach one segment of your audience on Pinterest.

Maybe, you approach something different on Twitter. Additionally, you may attain another on Facebook. Posting to each one will require a unique, specialized approach as well.

It’s best to know that before you start posting and hashtagging. Thus, it will make your content more effective. Also, it will drive engagements toward your message.

The Interactive Angle

Engaging with your brand means urging users to participate in your content as well. Let’s say you give Millennials the opportunity to get involved in the creation of content.

In doing so, it gives them more motivation to interact with your brand. Plus, they’ll want to learn more about what you have to offer.

This can be done in a variety of ways. However, it’s always about providing a call to action. It’s perpetually a good idea to get a clever and precise hashtag involved.

Thus, your campaign starts to trend. This is the case, even as your followers and other users get involved with their own content.

Incentives

Perhaps, you’re asking your audience to participate. Therefore, you also want to give them an incentive to do so.

The savvy Millennial may take a cynical approach to the user-generated option for content. Don’t try to make them believe that you’re getting free labor from their participation.

Millennials can be particularly brutal in their opinions. Thus, they shouldn’t feel like you’re asking for user-generated content.

That’s because they’ll think your brand is too lazy to get the word out. You’re going to hear about it, as will both your and their followers.

Therefore, propose something as part of the interaction. Offer discounts or free trials for your product. In doing so, it will get them to be part of the conversation.

You’re asking for something from your demographic. Thus, you must be prepared to give them something in return.

It can be something as simple as their email address. Perhaps, it’s a photo they’ve contributed to your viral marketing campaign.

If you have any comments about this topic or suggestions for future topics leave them in the comment box below.

You can do this!
Don

 

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