CONNECTING WITH MILLENNIALS Not so much of a disclaimer: The points to be shared will open up a new perspective to perceiving millennials and growing an appealing brand through them. I also believe having a good understanding of how to connect to millennials will open up new vistas to discover and channel our potential leadership abilities. Today, marketing is taking a huge move up the hill through the introduction of new versions of communication platforms & devices and it seems the hill keeps getting taller. (You can put the word “update” somewhere in between the last sentence). SINCE MILLENNIALS DOMINATE THE INTERNET SPACE, IT’S A NO BRAINIER TO SAY THEY ARE THE MAJOR INFLUENCE OF MARKETING DECISIONS TODAY. Photo: Instagram- @ursulasebastine By Tomi Wale
The BusinessDay CEO, Aug 2017 | 43 CONNECTING WITH MILLENNIALS Photo: Instagram- @damian.ynotes away with a streamlined strategy. The antidote is social listening, it allows you to understand the nuances of your particular Millennial audience as distinct from the Millennial generation as a whole. 2. TARGET MILLENNIALS BASED ON SOCIAL GROUPS. You can focus your attention on population segments that are drawn to social causesthose who are in alternative lifestyles or those who avidly follow specific social media personalities. Millennials are much more likely to have a strong attachment to specific social identities than identifying with a stage of life. First, let’s clear a few misconceptions. Millennials have received massive amounts of negative attention. Adjectives most often applied to the group born between 1983 and 1997 (today’s 20–34 year olds) are “Spoiled”, “Entitled” and “Lazy”. But like most stereotypes, they really aren’t fair or accurate. If you want to reach millennials, you first need to look past the generalizations to understand what makes them unique then you use that insight to create a connection. Millennials are not easily fooled by marketing and advertising tactics, hence, the development of an authentic relationship is vital. Let’s look at a few things to note: 1. MILLENNIALS ARE NOT A HOMOGENEOUS GROUP. Millennials are diverse. You can’t expect to target them and come Branded VIP parties, influencer-only events are all great ways to make millennials feel like trendsetters among the crowd. It appeals to their sense of adventure.