Wednesday, July 20, 2016
The Millennial Market Is Not One-Size-Fits-All
Millennials are not who you think they are. They are individuals. They are a collective group within a group. They are real people.
The one thing you need to know about this demographic is that they will not fit inside the box you have made for them. And guess what? This is now the largest generation, surpassing the baby boomers in numbers just this year.
The term millennial represents people who are aged between 16 and 36. That right there tells you that what a 16 year old likes is not going to be the same as a 36 year old. You're going to need a bigger transmedia marketing boat. You're also going to need to be in different platforms to reach each end of the millennial scale.
Especially for those who were born after the baby boomer generation, how you reach people will determine the success of your marketing campaign. You'll find a ton of statistics, like this Goldman Sachs infographic, that fall within the Bell Curve, which groups all millennials into an average age.
There are some things that cross the age groups for likes, passions, and must-haves. Take Marvel movies, for one, Pokémon Go for two. Music tastes might even be similar across the board, but not always.
Platforms may differ. While we know that 78 percent of U.S. social media users are on Facebook (Statista), you can bet that Tumblr and Snapchat might be more popular for some, and by the time this post gets published, the younger ones will have found another app that none of the adults have yet tried to make their own.
When it comes to traditional media and where people get their news, the millennials cannot be fit into a Bell Curve. This is where you will have at least two different camps. The cord cutters -- the ones who never look at a television, get their news in their phone, and their shows on streaming platforms; and the ones who still watch shows on TV and get their news in their phone and in other sources (but may or may not be watching network news).
To reach millennials (and other demographics) your marketing plan could use a couple of must-haves in order to increase its likelihood for success: turn them into disciples and get them excited about sharing your content; make it easy to share, connect, and do what you want them to do; be genuine because their bullshit detectors are way better than yours; let them have a say in the direction you want to take; and for goodness sakes, be mobile-friendly.