Follow Mike Linkedin Twitter Facebook
Email Mike Email
Marketing & Sales
Jul 29, 2014

Tailoring Your Digital Marketing Strategy For Millennials

Sponsored Content provided by Mike Duncan - CEO and Creative Director, Sage Island

Appealing to millennials (the generation born between the 1980s and early 2000s) is most successful when marketers understand the differences between this generation and others. Successful marketing strategies take into account the millennial generation’s behaviors, values and perceptions that make them so unique. Born in the digital era, millennials are the most skilled in terms of using computers, smartphones and tablets – especially compared to other generations. They’ve grown up with up with the Internet, and they’ve been relying on it for answers to everything. They use it for school, work, socializing and – the best part for marketers – shopping. With the power of the Internet comes the responsibility of companies to adapt their marketing strategies for this generation.

Social media and user-generated content have been proven to heavily influence millennials’ purchasing decisions. They’d rather read a blog post or review of a product or service written by their peers than a piece of content published by a company. They are very aware of advertisements targeted to them, and can spot something fake in a heartbeat. This is why the use of stock photos is becoming less of a trend for many marketers. Millennials prefer to see a real photo – you know, a real person using a real product they purchased from a company. Whether it’s a review, blog post, video or photo – many companies are incorporating user-generated content in their marketing strategies.

Here’s how it works realistically. A millennial purchases a product from a company and they love it so much that they want the company (and the world) to know. They tweet how awesome this product is, how pleased they are about the short amount of time it took to ship (because they probably purchased it online), and include the Twitter handle of the company. Boom. All of their Twitter followers have been informed, the world can see it, and the company should get a notification that they’ve been included in a tweet. But it doesn’t end there. Millennials expect an acknowledgement from the company. As a marketer, you’d better be favoriting the tweet at the very least – and if you’re a smart marketer, you’re replying, retweeting it or both.

Millennials are also top of line as far education level – more millennials than any other generation have college degrees. And despite graduating and entering the workforce in the midst of a not-so-great economy, they’re eerily optimistic. Sure, they know Social Security may not be there for them when they’re 65. But hey, they measure success with much more than just their paychecks and retirement benefits. They’re volunteering their time to causes they believe in, and achieving a level of self-actualization that many older generations will never understand. And they are most likely to shop at companies that hold the same values.

Look at TOMS – in 2006 this company began to match every pair of shoes purchased with a pair of new shoes for a child in need. Since then, the company has experienced great success and has expanded its philanthropic efforts. And if you check out its social media platforms, TOMS quickly responds to each individual Facebook post, good or bad, and retweets its followers on a regular basis.



It’s no coincidence that the name of this article includes the word “tailoring” because millennials want just that – a piece of content or image that is tailored to them. This is why many marketers are utilizing tactics like retargeting, an advertising method that shows specific ads to people who have previously visited a website. Ever been on Amazon.com and added an item to your cart just to see the total, only to spot the exact same item in an ad on a completely separate website the very next day? This is an example of how precise retargeting can get.

Now that you know a little more about the millennial generation, it’s time to get to work. Become an active player on social media, start listening to conversations, think about incorporating cause-marketing into your annual business plan, take advantage of mobile-optimized websites and consider more personalized advertising tactics. And if you need help tailoring your digital marketing strategy for millenials, give Sage Island a call today.

Mike Duncan co-founded Sage Island in 1997, and since then has evolved the agency’s scope to include marketing strategy, creative design, technical development and a wide range of digital marketing services. With an integrated approach that leverages the power and measurability of the internet, the savvy Sage Island team develops strategies, builds brands, writes killer copy and delivers to clients all over the world. And they have an awesome time doing it. Sage’s collaborative working environment keeps creativity and innovation at the heart of the concept. With a 17-year history in Wilmington and beyond, Sage Island shows no signs of slowing down. To learn how Sage Island can grow your business, check us out at www.sageisland.com. To stay updated on the latest in digital marketing, follow Sage Island on Facebook at www.facebook.com/SageIsland, and on Twitter at twitter.com/SageIsland.

 

Other Posts from Mike Duncan

Sage island social ad 5916105915
Ico insights

INSIGHTS

SPONSORS' CONTENT
Jordain 422430214

Why Messing Up is Essential for Business and How to Do it More

Jordan Cain - APPROVE
Gretchen roberts 2021

5 Finance Topics Every Small Business Owner Should Master

Gretchen Roberts - Red Bike Advisors
Jasonpathfinder3

What You Need to Know About SECURE 2.0 and Its Effect on Retirement Plans

Jason Wheeler - Pathfinder Wealth Consulting

Trending News

City Club, Event Center On The Market For $7.5 Million

Emma Dill - Apr 16, 2024

Wilmington Tech Company Tapped For Federal Forestry Contract

Audrey Elsberry - Apr 15, 2024

Commercial Real Estate Firm Promotes Adams, Mitchell To Vice President Roles

Staff Reports - Apr 16, 2024

New Hanover Industrial Park To Get $3.3M In Incentives For Expansion, New Jobs

Emma Dill - Apr 15, 2024

Gravette Named Executive Director Of Nir Family YMCA

Staff Reports - Apr 16, 2024

In The Current Issue

Chemical Reactions

The impact of PFAS on the environment and people exposed to it is still being studied. However, multiple public entities in the region have...


Area Attorneys Chosen For 2024 Legal Elite List

For the Business Journal's annual Law Issue, read about area attorney's who made this year's Legal Elite list....


Area Attorneys Chosen For 2024 Super Lawyers List

Included in this year's Business Journal Law Issue are those locally who made Thomson Reuters' Super Lawyers and Super Lawyers-Rising Stars...

Book On Business

The 2024 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

2024 Power Breakfast: The Next Season