Marketing to Millennials For Dummies

Market effectively to the millennial mindset

Millennials make up the largest and most valuable market of consumers in the United States --but until you understand how to successfully market to them, you may as well kiss their colossal spending power away! Packed with powerful data, research, and case studies across a variety of industries, Marketing to Millennials For Dummies gives you a fail-proof road map for winning over this coveted crowd.

Millennials are projected to have $200 billion buying power by 2017, and $10 trillion over their lifetimes -- and yet industries across the board are struggling to garner their attention. Revealing what makes this darling demographic tick, this hands-on guide shows you how to adapt to new media, understand the 'sharing economy,' and build meaningful relationships that will keep your brand, product, or service at the forefront of the millennial mind.

• Identify key millennial characteristics and behaviors

• Grasp and adapt to millennial economic realities

• Reach your target audience with integrated strategies

• Build deep, lasting connections with millennials

Get ready to crack the code --millennials are a mystery no more!

Autorentext

Corey Padveen is an industry- leading marketing data expert with extensive experience building strategies and working with brands in a variety of industries to execute measurable growth campaigns. He is a partner at t2 Marketing International, an award-winning marketing consultancy that has worked with some of the largest brands in the world.

Zusammenfassung
Market effectively to the millennial mindset Millennials make up the largest and most valuable market of consumers in the United States but until you understand how to successfully market to them, you may as well kiss their colossal spending power away! Packed with powerful data, research, and case studies across a variety of industries, Marketing to Millennials For Dummies gives you a fail-proof road map for winning over this coveted crowd. Millennials are projected to have $200 billion buying power by 2017, and $10 trillion over their lifetimes and yet industries across the board are struggling to garner their attention. Revealing what makes this darling demographic tick, this hands-on guide shows you how to adapt to new media, understand the 'sharing economy,' and build meaningful relationships that will keep your brand, product, or service at the forefront of the millennial mind.

• Identify key millennial characteristics and behaviors
• Grasp and adapt to millennial economic realities
• Reach your target audience with integrated strategies
• Build deep, lasting connections with millennials Get ready to crack the code millennials are a mystery no more!

Inhalt
Introduction 1

About This Book 1

Foolish Assumptions 2

Icons Used in This Book 2

Beyond the Book 3

Where to Go from Here 3

Part 1: Getting Started with Marketing to Millennials 5

Chapter 1: Getting to Know Millennials 7

Discovering Why Millennials Matter 7

There is power in numbers 8

Millennials influence the economy 9

They're a connected generation 11

Leveraging Millennial Influence 12

Identifying key influencers 12

Nurturing relationships 15

Meeting Millennials Where They Are 16

Communication 17

Sharing 18

Decision-making 18

Chapter 2: Creating a Modern View of Millennials 21

Understanding the Marketer's Perception of Millennials 21

Examining standard definitions that marketers use 22

Reviewing what marketers get right 25

Looking at what marketers get wrong 26

Recognizing common flaws in marketing campaigns 27

Finding the roots of the most common mistakes 27

The Millennial Mindset 28

Defining the Millennial 28

Identifying preferred Millennial media 29

Grasping the importance of relationships 30

Chapter 3: Creating Your Target Audience 31

Considering These Questions 32

What are your objectives by media type? 32

What does your ideal Millennial audience member look like? 32

How will the customer journey connect across various media? 33

How do you prioritize target demographics and psychographics? 34

Can you define some of the segmented audience pocket umbrella categories right away? 34

Engaging Audiences on Different Media 35

Traditional media 35

New media 39

Running an Interest-Identification Audience Analysis 43

Using the Facebook Insights tool 45

Analyzing your analysis 48

Creating Segmented Audience Pockets 50

Identifying target audiences within your owned media 50

Categorizing target audiences within online public forums 51

Finding Millennials for brand awareness targeting 52

Part 2: Creating Your Millennial Marketing Strategy 55

Chapter 4: Using Data to Build a Strategy 57

Recognizing the Value of Data 57

Raw data 58

Cooked data 58

Social media user data 58

Customer lifetime engagement data 59

Brand profile data 59

Visualized data 60

Big data 61

Small data 61

Competitive data 62

Transactional data 64

Pinpointing Key Indicators in Your Data 65

Outliers 65

Peaks and valleys 66

Correlations 67

Industry trends 67

Waste 69

Using Your Data as the Foundation of Your Strategy 69

Identifying Data Sources 70

Data from your owned media 70

Data from social media 73

Data from public channels 75

Analyzing Your Data on a Regular Basis 76

Chapter 5: Connecting with Millennials on Traditional Media 79

Taking Advantage of Television (With or Without the Budget) 80

Looking at Millennial TV viewing habits 80

Reaching viewers with the second screen 81

Using Twitter TV targeting to reach Millennials 83

Targeting Millennials with Print Media 86

Reaching Millennials in magazines 86

Connecting with Millennials through the use of newspapers 87

The case for investing in print media 88

The case for abandoning print media 88

Incorporating Email into Your Strategy 89

Creating messages specifically for email 89 Tying email into your traditional and new media...