Marketing to Millennials

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Marketing to Millennials

Millennials on their smartphonesMillennials (those born between 1982 – 1993) are smart consumers.  Boy do I know.  I’ve raised two.  Fortunately, I’m smart enough to know not to surprise either of them with things I think they might like (with the exception of Phillies Tickets – that’s a no-brainer).  You see, Millennials spend a lot of time researching products and services before they reach into their wallets to make a purchase.  They read online reviews, talk to friends, family and even strangers via the blogosphere.  They truly are educated consumers.

Millennials grew up with digital technology and it’s almost impossible to find them without their mobile device.  Chances are it’s a smartphone too.  In fact, more than half (54%) of Millennials have high end phones and 18% plan to buy one in the next six months, says a recent survey conducted by Affinity Media Research Group.  This generation knows how to quickly adopt new technologies and make changes when something better comes along to fit their lifestyle.  There never appears to be any learning curve.

Technology has also allowed Millennials to experience their media world “on demand.”

They have effortlessly incorporated time-shifting into their lifestyle, watching TV shows and movies on their schedule anywhere they like with DVR’s, Hulu and Slingbox.  They create their own radio stations and only listen to music they know they want to hear with digital radio platforms like Pandora, Slacker and Spotify.

For marketers, it means that media choices are now more fragmented and personalized than ever.  Traditional media (Radio, TV and Print) still exists for Millennials, although it might take a different form.  For instance, a recent survey from the Barkley Marketing Agency, Boston Consulting Group and Service Management Group indicates:

  • Millennials are more likely to consume TV on their laptops (42% versus 18% of other generations)
  • 50% of Millennials use a mobile device to research products while shopping, versus 21% of the rest of the population

Bottom line, Millenials love their media but it has to be on their terms.  Regardless of the media, it’s crucial that the message is authentic and engaging.  Remember, Millennials are smart and they instantly see through insincerity.  So engage them, and be real.  So they can tell all their friends.

Lisa Sable is a Senior Marketing Strategist at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website