Having defined the target audience of millennials for my concept, it was important to consider the best way in which to engage with this audience. This research can ascertain the best way in which to market the concept to achieve the most direct relationship with the demographic. There are a number of ways to engage millennials, developing a strong brand awareness these follow 5 main themes all aimed within their technologically advanced lifestyles.
User Generated Content:
As identified within my research into this millennial millennial demographic, when it comes to targeting this audience, consumer reviews are one of the brands most valuable resources. User generated content is a great way to engage millennial's with the brand especially since 50% say they trust this more than other ties of media; such as celebrity endorsements or traditional advertising methods as they have become aware of gimmicky exploitation within the field of advertising. One of the best ways to take advantage of user generated content is through Instagram, reposting consumer photos, this creates a mutually beneficial relationship with the consumer experiencing the thrill of seeing their images on the brands feed and great expose for the brand through the use of hashtags and social conversation. This creates a range of fresh content that becomes more personal and will turn customers into brand advocates.
Social Media influence:
Research finds Millennials place more trust into social media users with a high number of followers, creating the means for these to influence the generation. 60% of Millennials have said that they would try a product suggested by a YouTuber and ⅓ consider blogs to be a top media source when researching a purchase. This creates vast potential for marketers to utilise social media to target millennials. Getting these influencers to talk about your product / service on their blogs or youtube channels can leverage their existing audiences and better reach your ideal customers. 92% of consumers rely on this referral of information when making purchases as this reinforces its quality and value to them, reinforcing the use of social media influence to increase brand sales and reputation.
Case Study:
In this video Teni (a popular millennial beauty blogger) was flown to the Bahamas by Benefit Cosmetics and asked to document her adventures (which included product demos and sponsored events). This type of content represents the lifestyle that a brand is trying to sell to its customers. 78% of Millennials would rather purchase an experience than a product, so it’s important for brands to position their products as part of a larger, aspirational lifestyle.
Live Streaming:
Live streaming is one of the newest social media technologies, and from the millennial profiling it is established this generation will be the first to adopt this form of communication therefore making it an extremely current way to communicate with the target audience. 43% of this demographic value authenticity of the actual content making live streaming a perfect way in which to position the brand as authentic with the 'anything can happen' connotation of live video.
Snapchat follows these theme, while not streaming live, creates unique content that is unedited. Millennial account for 7 out of every 10 snapchat users therefore using this platform as a means of connecting with the audience is extremely impressionable. The feature of photos and videos disappearing after 24 hours creates a fear of missing out as discussed within the millennial audience profiling that keeps consumers watching in order to become connected 24/7
Social Change:
Millennials are a socially conscious generation with a strong desire to make a positive impact on the world. Therefore businesses that offer a form of social good position themselves as ethically minded and better engage with the demographic. This is a good opportunity to target millennials while actively improving society and could be linked to my concept especially with travel as the main theme incorporating a refugee appeal.
Stepping away from computers:
The Millennial generation are the first truly mobile generation often with their phones with them 100% of the time, this makes smartphones the main vehicle to engage with this target audience. All forms of communication should be optimised for this to achieve the best response from consumers. Due to their 'information, NOW' mindset load times are important with users heading to other sites if the content does not load within 4 seconds.
Conclusion:
This research is a great resource when it comes to applying my concept to a marketing strategy that will most effectively target the millennial generation. I can refer back to this research when positioning the concept and utilise the best channels to engage with the audience in order successfully position the brand with consumers.
Live Streaming:
Live streaming is one of the newest social media technologies, and from the millennial profiling it is established this generation will be the first to adopt this form of communication therefore making it an extremely current way to communicate with the target audience. 43% of this demographic value authenticity of the actual content making live streaming a perfect way in which to position the brand as authentic with the 'anything can happen' connotation of live video.
Snapchat follows these theme, while not streaming live, creates unique content that is unedited. Millennial account for 7 out of every 10 snapchat users therefore using this platform as a means of connecting with the audience is extremely impressionable. The feature of photos and videos disappearing after 24 hours creates a fear of missing out as discussed within the millennial audience profiling that keeps consumers watching in order to become connected 24/7
Social Change:
Millennials are a socially conscious generation with a strong desire to make a positive impact on the world. Therefore businesses that offer a form of social good position themselves as ethically minded and better engage with the demographic. This is a good opportunity to target millennials while actively improving society and could be linked to my concept especially with travel as the main theme incorporating a refugee appeal.
Stepping away from computers:
The Millennial generation are the first truly mobile generation often with their phones with them 100% of the time, this makes smartphones the main vehicle to engage with this target audience. All forms of communication should be optimised for this to achieve the best response from consumers. Due to their 'information, NOW' mindset load times are important with users heading to other sites if the content does not load within 4 seconds.
Conclusion:
This research is a great resource when it comes to applying my concept to a marketing strategy that will most effectively target the millennial generation. I can refer back to this research when positioning the concept and utilise the best channels to engage with the audience in order successfully position the brand with consumers.
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