Engaging millennial consumers

Companies have to understand the target audience by determining patterns of marketing perception, purchasing behavior, attention span, etc. It is the first step to develop appropriate communication strategy.

1. Mobile and online experience

Millennials are less likely to search printed flyers and promotions, but will investigate your online platform.  Be ready to maintain your Instagram, Twitter or Facebook page active and up-to-date. Have a mobile/tablet version of your website:

  • Responsive web design has become incredibly popular in 2015-2016 thanks to the rise of mobile internet usage.
  • Up to 30% of Millennials shop online, according to Vision Critical. You need modern and easy to use plugins or CMS to forward customers to check out. Magento CMS and PayPal plugin work fine, based on my experience.

Interesting fact from a recent report by Accenture:

Forty-one percent of all three groups said they practice “showrooming” — examining merchandise at a nearby retail store and then shopping for it online to find the lowest price—more often than they did a year ago.


Tips:

  • Keep in mind eBay or Amazon, how they organize product and checkout pages for better experience. The majority of online purchases is made there, there is no need to confuse customers with your unique catalog, check out page or delivery calculation.
  • Make sure that you have Price Guarantee (Expedia’s example) program, it wil build trust and Millennials will less likely go to Google and start searching for cheaper options.

2. You deal with an attention span of a goldfish

Several studies show that Millennials are characterized by their short attention span. There is nothing negative in this connotation. Gen Y is exposed to a concise style of texting, Twitter, Snapchat, and Instagram.

Popular long scrolls (fragmented landing pages, divided into short stories), card layouts, hero images, hover animations are all signs of a shorter attention span.  According to Microsoft Canada (Microsoft attention spans, Spring 2015):

People now generally lose concentration after eight seconds, highlighting the effects of an increasingly digitalized lifestyle on the brain.

Tips:

  • Use short headers and concise messaging. Read more button is your friend, don’t overwhelm Millennials with descriptions, details.
  • Present your data and technical details in infographics.
  • Follow recent trends for landing pages – this is the first page you want Millennials to see, not your corporate website homepage.
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6 comments

  1. Very interesting blog topic! It seems insane to me that it only takes eight seconds for readers to lose interest, but I’m trying now to remember the last time I could concentrate on reading a novel.. yikes! Haha. I think it’s great that you are able to supply different techniques that are applicable to combat the different needs of marketing to millennials. Great read 🙂

    1. Thanks, Tandi!

      I like that most of simple PR/Marketing rules are around 7-8, and easy to remember:
      – up to 7 bullet points on a slide
      – up to 7-8 messages in an information piece
      – up to 7 words in a headline

  2. Great post Ilia!
    I need to show this post to my mother. She never listens to me when i tell her she needs to be up to date on her social media for her business.
    I’m sure after she reads this, she’ll understand how incredibly important it is.
    Great Job!

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