Marketing is defined as the process or technique of promoting, selling and distributing a product or service. When we reflect on the history of marketing, techniques have certainly changed based on the trends of society. At its core, the end goal of direct marketing has not changed, but it has experienced many fundamental changes due to the demands of consumers and technology. Time reveals that it pays to be nimble and flexible when it comes to marketing strategies. In order to stay relevant, brands have to capture current consumers interest through innovative and strategic campaigns that engage them on multiple networks.
Since the early 2000s, brands have considered Generation Y as a primary target market. This trend has evolved and grown into 2015 where “Millenials” now have more purchasing power than ever before. They are an on-the-go generation with countless options who seek instant gratification and current marketing tactics reflect that. Taking a moment to analyze them can translate insight about the current generation.
The connection between mobility and brand engagement changed the rules for marketers and will only continue to grow stronger. Social media marketing has rapidly increased in the past 5 years, including a recent update which allows companies to market on Instagram. Millenials value brands that offer opportunities to express themselves and Instagram encourages creativity through editing and sharing content. The key message is that pictures speak louder than words to this generation. Photo sharing advertising is a way today’s consumers can connect with others through creative expression. If you are looking to target Millenials on Instagram you are undoubtedly going to find them, as it is ranks number ten in worldwide leading social networks.
According to a study conducted by InsightExpress, two out of every five Millenials say they would feel anxious without their smartphones. Now more than ever, marketers are using social media profiles as a way to learn more about their clients and target audience. This is a major shift from previous generations in the way online privacy is used. For example, using a Facebook profile as a login to connect to a different website offers a convenient option, by subtracting the lag time of re-entering information. Additionally, there is a sense of credibility and validity associated with the new website since you are already familiar with Facebook. Instead of feeling at risk to share information online, Millenials are open and focused on the potential advancements and benefits it has to offer.
Since information is given more freely, marketers are able to personalize ads, offers, and consumers’ overall experience with digital marketing. The majority of Millenials’ activity is traceable and therefore has caused marketing to become much more data-driven. Reviews, comments, advice and even online rants have a louder voice than the message or tone the brand has crafted. Unlike any other generation, in order to remain significant, marketers must understand that they do not control the entire message. Campaigns are required to be timely yet skillful. A successful consumer experience is defined by other consumers as well as the brand. Instead of only pushing out brand messaging, the new marketing role requires understanding consumers’ needs, before someone else figures it out faster. Millenials have a loud voice and are not afraid to show it, but if you ignore them you will be left in the dark.
Marketing has adapted accordingly for a world where some of the most significant consumers could not imagine life without the Internet. These consumers are driven more by experiences and opportunities they can share, rather than just a purchase. Millenials have made their demands apparent and analyzing their effect reveals a redefined way to interact with brands indefinitely.