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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!
Auteur
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.
Résumé
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.
Contenu
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...