A digital generation: How to brand toward millennials

If you were to describe one thing that has changed the most in this generation, what would it be?

Think back to only a decade ago where cell phones like the Motorola Razr were all the craze. Smartphones were nonexistent, which meant the only way to use the Internet was through a computer.

Can you even remember what it was like without that device in your pocket?

Engage in social media

According to Forbes article, “10 New Findings About the Millennial Consumer,” Dan Schawbel, states that there are 80 million millennials in America, which represents a fourth of the population. Schawbel mentions, “62 percent of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.”

Social platforms such as Snapchat have become a vital global marketing strategy. Snapchat allows businesses to form a personal connection with their consumers through live videos of events, access to private footage, contests and entertainment with popular influencers.

Apple released that there are more than 1.5 billion apps. Social media professional, Lisa Buyer stated that we most likely consume information on a mobile device and “you have to adapt or die.” With the rise of new trends and technology, staying in tune with the latest social networks is critical.

Be authentic

This might be one of the only times where the “friend-zone” is a good thing. In traditional advertisements, the end goal is typically for the consumer to buy the product. Now, millennials are more involved with particular brands that focus on customer engagement. A survey from Harvis Poll indicated that 78 percent of millennials would rather spend their money on experiences rather than things. Creating moments that promote these experiences is what make a brand successful.

Coca-Cola, is an expert in this. Its commercials contain relatable moments that impact and truly have its audience, as their slogan says, “Taste the Feeling.”

One of their latest commercials titled, “Brotherly Love,” provides an emotional connection to the typical relationship between brothers. The end shares a special moment when the older brother comes to the other’s rescue. This story provides a positive emotion and sets the customer in a good mood. This helps customers connect that positive feeling to a Coca-Cola product and feel more inclined to make a future purchase.

Spotlight current trends

(DJ Khaled changing the future of media with Snapchat, Twitter: @djkhaled)

(DJ Khaled changing the future of media with Snapchat, Twitter: @djkhaled)

Consumers want to be informed on the latest trends and social media is the perfect way to keep them in the loop. Consumers are more willing to trust their friends and even strangers more than CEOs or business leaders. One of the best ways to spread brand awareness is through social media influencers.

A recent trend that started on Snapchat and went viral on multiple platforms was DJ Khaled’s inspirational theories of keys to success. DJ Khaled used Snapchat to give his followers life advice while promoting some of his favorite products such as Cinnamon Toast Crunch.

Logan Paul, famous for his comical Vine videos and multimedia presence, partnered with Sour Patch Kids and started its “Real-life Sour Patch Kid” Snapchat campaign. Paul gained Sour Patch Kids more visibility through his promotions on Twitter; encouraging his fans to join him in his adventures with the infamous candy company.

Bloggers have been huge influencers when it comes to consumers. In the Forbes article, Schawbel states, “33 percent of millennials rely mostly on blogs before they make a purchase.” Providing bloggers with a first-look at your product or service can benefit your company by creating trust with your customers.

Millennials trust bloggers insights and consider them to be authentic (Flickr.com)

Millennials trust bloggers insights and consider them to be authentic (Flickr.com)

If you have not started already, get snapping on interacting with your customers on a digital level. Take advantage of the internet and its unique resources such as social media because it has the capability of reaching almost every single person in your specific audience.

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