Tag Archives: millennials

RIP Millennials: Marketing Will Be ‘Age Agnostic’ Next Year

Hotwire PR Study Finds Companies Will Target On Passion, Not Numbers

In 2016, marketing and communications professionals will stop targeting millennials as one demographic and focus on reaching the younger consumers based on their passions, according to a study released today by Hotwire PR.

The agency’s seventh annual “Communications Trends Report,” which was based on crowdsourced data from 400 communicators across 22 countries, revealed that brands will look to engage consumers with age-agnostic content that emphasizes certain values.

Another key finding from the study is that the industry is not prepared for mobile ad blocking, especially since Apple enabled apps that stop ads from popping up on smartphones and iPads through its iOS 9 operating system. To rise above the ad blocking influx, marketers will need to spend more time on native advertising, sponsored podcasts, influencer partnerships, and experiential efforts, according to the research.

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Best Practices: How to Improve Brand Metrics with YouTube

Four Lessons From Citrix on Using YouTube Video Ads for B-to-B

Software company Citrix, which makes GoToMeeting and other web-conferencing software, has been upping its video-ad strategy in an effort to expand its reach with its business audience and engage with users in a more entertaining way. And it’s using YouTube video ads to get results.

“As [ad] rates for TV have increased, it’s been more challenging to reach the business audience,” said Melissa Leachman, senior manager-media and campaigns for Citrix. “Even though we’re a b-to-b marketer, a lot of our audience acts like b-to-c, so we wanted to look to other spaces to broaden our reach.”

Citrix has also been trying to reach younger business decision-makers, and it thought video would be a more effective way to reach them.

“In essence, we are looking at millennial decision-makers,” Ms. Leachman said. “If we’re using video, and video reaches a younger audience, then we needed something that reaches them where they are consuming media.”

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Millennials Aren’t Afraid of the Phone, or Human Connection

Prized Demographic Wants to Talk to a Person When Deciding on a Purchase

Have you heard how millennials have forsaken all manner of verbal communication in favor of texts and tweets? And that the best way to market to them is through cat pictures and ironic memes? So have I. And I don’t buy it.

The stereotype is that this generation is lazy and entitled. They’ve lost the art of eye contact and a firm handshake. But I say it is marketers who are lazy, for this prized demographic of 25-to-34-year-olds doesn’t respond just to digital campaigns or social-media exchanges: they also care deeply about authentic human connection.

Studies show that millennials are the most likely of any age group to make a research-and-purchase decision the old-fashioned way — by talking to someone. They are most likely to call a business from a digital advertisement.

Readers older than millennials may remember AT&T‘s famous “Reach Out and Touch Someone” campaign, which promoted talking as the primary means through which humans form and build relationships. Today, marketers too often associate a personal touch with, say, emoticons and shy away from offline conversations, believing they are passé with 20-somethings.

But Google recently studied consumer response to mobile search, and found that a phone call is the most common response to a local search. But Google’s research doesn’t address demographics.

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Word-Of-Mouth Marketing Gets ‘Real’

Marketers already understand the value of building relationships with top spenders, but the power of the consumer runs far beyond his or her own wallet.

In fact, a recent study found that Millennials (people between the ages of 18 and 32) are more influenced by word-of-mouth than their advertising-reliant Baby Boomer (ages 49 to 67) counterparts. To reach this tech-savvy, yet advertising-averse generation, progressive marketers will make 2014 the year of a renewed focus on word-of-mouth marketing (WOMM).

Why WOMM?
Consumers are becoming immune to the online rants of self-proclaimed industry/product experts, thanks to the saturation of social media with marketing messages. The power of offline, interpersonal relationships and influence once again reigns supreme. Simply put, people are more likely to buy what their friends buy–and those friends with real sales influence typically aren’t the 500-plus Twitter followers filling their online worlds or even the biggest spenders in your customer pool.

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Millennials Changing The Food Marketing Game

Grocery Headquarters posted a recent study, Trouble in Aisle 5, done by Jefferies, the global investment bank, and AlixPartners, the global business advisory firm.

The results confirm the belief that Millennials are going to change the way companies do things – if they don’t make the change, and keep up – they’ll be left in the dust.

Picture via www.guardian.co.uk

The food-at-home industry will see an accelerated change because the old-school methods are not cutting it with the new kids on the block.

From the post:

“We envision an environment that will require increased nimbleness and a relentless focus on the consumer for established food manufacturers and retailers, and the potential for rapid growth for new concepts and products,” said David Garfield, Managing Director at AlixPartners and head of the firm’s Consumer Products Practice.

“Millennials clearly present significant challenges, and food-makers and traditional grocery retailers need to start making changes now to address the emerging needs of this demographic group, as in many ways we’re just in the second inning of this ball game” said Scott Mushkin, Managing Director and Senior Equity Research Analyst covering Food & Drug Retailing and Packaged Food at Jefferies.

The study shows that Millennials want connivence, the best possible price and the best quality.  If they have to get it online, on their smartphone, at a grocery store or a connivence store – they will find it.

From the post:

Overall, the study sees a more demanding environment across the entire food-industry value chain.  For food companies, there will be greater pressure to deliver more for less –fresher, higher-quality product, with more choices and more convenience in a shopping environment where consumers are becoming less brand-loyal and more inclined to shop across channels.

 

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University Rep Network Fueled By Millennials

Millennials– This is definitely a term that you will be hearing more and more. In fact, “Hearing” about them might be the wrong way to put it; truth is, you will most likely read about them in a post, tweet, blog, or news feed. That’s because Millennials (ages 18-29) are spending more and more time on social networking sites according to a recent study by the Pew Research Center.

The term Millennials is used because their birth into adulthood happened on or near the new millennium. In the overview of results, the Pew Research Center reports that Millennials “are more ethnically and racially diverse than older adults. They’re less religious, less likely to have served in the military, and are on track to become the most educated generation in American history.”

Millennials have also grown up having multiple modes of communication at their fingertips. They now take full advantage of the wide variety the World Wide Web has to offer. Three out of every Four Millennials has created some kind of social networking profile.

Millennials that are connected to the University Rep network are even more connected than the average user, averaging just fewer than 1,000 friends on Facebook.

Pew Research Center reports Millennials key distinctiveness comes from the way this age group has welded social media platforms to their everyday lives. The report conveys, “It’s not just their gadgets- it’s the way they’ve fused their social lives into them.”

Ureps are known for frequently communicating with friends and family through Facebook. Additionally, company communications are sent email, Facebook, and text messages that reach the connect brand evangelists instantly. A second Pew Research publication recently released finds that the more people use social media, the more they trust people in general. We can infer that Millennials are more trusting in people because of their involvement with social networks.

Brand Adoption uses its University Rep network (ureps) to execute Word of Mouth marketing. Connecting brands with consumers using social media and guerrilla marketing strategies. Combining influential peer-to-peer recommendations from the most connected Millennials, and the powerful new media technologies. The mix has already created buzz across the national on college campuses.

According to one of the creators of the urep network, Don May, the successes are because of the Millennials. May said, “this generation connects to brands and companies with ease thanks to social media. They can become the biggest advocates and the most trusted.”

Trust.  It is not something companies and brands get very easily.  With only 12% of consumers trusting advertisements.  Genuine advocates of brands used and liked will keep the urep network thriving on campuses for years to come.

To learn more about becoming a urep, Click Here

To get ureps connected to your brand, Click Here

 

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BEVNET highlights Brand Adoption

Should brands tap into Brand Adoption’s University Rep Network? BevNet posted an article recently answering that question.

Read It Here…

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