To start, we must unlearn everything we knew about marketing. What worked with the parents and grandparents of Millennials (generation Y) is totally and absolutely obsolete. The advertising formats that were and are suitable for connect with previous generations and encourage them to buy They are invisible to Millennials: they consume little television or radio (they prefer downloads or streaming), newspapers are not their thing (much less if they are printed) and they cannot stand commercial telephone calls.
An appropriate global strategy for Millennials will be based on three main points:
- Contents: Since they are skilled in the network and it is their natural habitat, our product/service must be preceded/wrapped in an abundant amount of quality content. Millennials and Generation Z turn shopping into an experience of connection with what they want to buy. They search and research hundreds of possibilities before deciding their preferences and share and ask their acquaintances through general social networks and micro-messaging (WhatsApp type) their experiences (that you do not buy) about the different companies that market what they want. The truth is that they are not so easily convinced.. Their preferences are different and, conditioned by the economic crisis, their relationship with money is different as well.
Some myopic companies think that Millennials do not consume. Quite the opposite, they do it and more and more. The life cycle makes them an increasingly larger percentage of the population, but like generations from other times that have been in need, their upbringing with budget constraints makes them distrust brands, making it necessary to have a more elaborate decoration than a simple Web. or a promotional video.
Content marketing, the key for generation Y consumers.
He content marketing It has to be at the epicenter of the strategy, since this free and accessible 100 % material is that bonus track that really attracts Millennials. It cannot be pure advertising material with images of 'models', but must be authentic and useful for what we want to market and also for other circumstances of daily life. In addition to taking time, a prior analysis is essential to determine:
- Message: Values have to be one of the highlights of the strategy. Millennials and Zs need what they buy to reflect their beliefs to a greater degree than previous generations.
- Channel: There are so many options that we can make the mistake of creating a good message, but launching it in the wrong channel. A channel that is not being used enough is Snapchat, whose ephemeral nature clashes with everything established by previous marketing.
- Packaging: It must be open to participation. Millennials are not consumers, they are prosumers who demand a two-way channel, therefore, the chosen option must be easily mutable and shared by pre-prosumers.
- Multimedia: With YouTube and the rest of social networks, they adapt the resources to their interests, generating that flow of viral contamination that Millennials use to inform themselves. It is a very visual generation. Written content is almost banished, unless we embed it in an infographic or in small pills, but always with plenty of video and images that can be shared and even modified.
- True and transparent information: Millennials and Zs quickly detect companies that report in an opaque or insincere manner. This must be taken into account because reputation crises are the order of the day, social networks can be a double-edged sword and the Millenias and Zs have a bounce rate very high. They consider themselves responsible consumers and must be treated as such.
If you want to know more about content marketing to reach your Gen Y audience, fill out the FORM and we will send you a White Paper with more information.
