Entitled, self-centered, careless and unsocial are some of the terms, which are used to describe people who were born after the 1980s. Their predecessors were termed as “baby boomers.” They are social natives and use the internet and digital tools to take care of their tasks. Social media influence even their purchasing decisions. Changing behavior patterns of Gen Y have also changed the marketing strategy of brands. Here are some tips that will help companies up their “marketing strategy” game.
If Gen X equals shopping mall culture, then Gen Y stands for online shopping portals. Yes! Millennials spend more time with their smartphones and laptops. It is impossible for them to imagine a life without a Wi-Fi connection. This trend has its ups and downs. Millennials’ inclination towards digitization keeps them on top of their game. These individuals literally grew up with social media platforms. They are always logged on to Facebook, Instagram, and Snapchat. Manufacturing companies, which target millennials as their prime customers, have noticed this trend. If any organization wants to reach Gen Y, then it has to maintain a strong social media presence.
Spending millions on promotion via traditional media channels is no longer compulsory. A quick publicity message on any social media platform will inform these individuals about the introduction of a new smartphone, a fantastic online game or launch of breathtaking spring-summer clothing range. Using social media as a promotional platform is inexpensive. So, small companies will also get a shot to establish their brand presence.
Community building and brand culture
Earlier, all that mattered was brand identity and reputation. The emergence of the millennials has changed the game altogether. Though brand reputation is necessary, it is not the ultimate factor to influence the sales. Several elements have changed in the manufacturing and commercial sectors. It has paved the way for newer marketing strategies as well. Brands today are putting more stress on creating a brand community and culture. Sending messages is not enough. New age customers will only purchase something if they can relate to the brand’s philosophy. Companies must invest in online space creation. They must invite people to join with their causes. It will give rise to a new brand culture. Millennials love to get associated with new cultures. This, in turn, will form a community that allows people to communicate with each other. The growth of companies in the modern world will depend on the development of their brand community and culture.
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Added weight on a flawless content creation
Creating an account on popular social media platforms is not enough to secure the future of your brand. The trick lies in using it to your company’s advantage. Millennials are well-informed youngsters. If they have any doubts, they will not hesitate to use the internet to cross-check the data. With the emergence of online shopping sites, people can also leave comments about any good or service. So, if you are trying to sell a lie, then you will fail miserably. Don’t mistake millennials for baby boomers.
Everything depends on content creation. The social platform will only produce satisfactory results if your commercial message or content is potent. In recent times, brands are investing in impeccable content creation. Ill-formed content will not only repel target customers but will also hamper the brand identity. Stressing on video message creation, pictures and designs is a must. Material that fails to attract and engage clients is of no use. Seems hard right? Only high-quality promotional contents and newsfeeds will influence the purchase decision of youngsters.
Stress on targeted distribution
Once brands have perfected the art of content creation, they need to turn their attention towards targeted distribution. Scattered sun rays will not do any damage. Only when you use a magnifying glass to focus rays on a particular point, it will set the paper on fire. Any manufacturing company, desiring to strike the right chords with millennials, must focus on content distribution. Client background, demographic and requirements must be taken into consideration. If you are selling handbags, your promotional messages must attract the eyes of women. Apart from targeting the right clients and distribution channels, you need to modify the tone of your message. Don’t brag about what is good in product. Highlight what people can attain by purchasing mens shorts that your company manufactures.
Understand the importance of online influencers
Reputed and well-known people were hired by brands to represent their companies and products. These people held a position in the society that allowed them to influence others. With the dawn of social media and online shopping, the term “brand ambassadors” have been replaced by “online influencers.” The idea is still the same; only the approach has changed. People who have substantial positive influence and following in the virtual world can become good online influencers for your company.
If your target customers are people belonging to Gen Y, then you must pick an influencer who is popular among this crowd. Virtual influencers not only offer a massive number of flowers, but they provide engaging content as well. Youngsters aspire to become like these influencers and take up their recommendations readily. If these influencers say that a particular product is good, then its sale will increase immediately. This type of marketing is termed as “influencer marketing.” In case you want to capture the lion’s share of the market, rope in all reputed online influencers today.
Better your CSR profile
Corporate Social Responsibility or CSR is rather old in the corporate dictionary. If any company takes part in a philanthropic activity, for the betterment of the society, then the task will fall under CSR department. Millennials prefer brands, which try to give back to the community. Thanks to online presence, 24X7 newsfeeds, live streaming and social media, corporate organizations can send out messages of their CSR related endeavors. The more you stress on this, better will be your standing in the eyes of the youngsters. They will connect with your brand image, thereby giving an instant lift to the overall status of the company.