As industry evolves, so do the expectations of consumers. Nowadays, a large majority of shoppers are millennials. Tagged as the tech-savvy generation, it’s not surprising to learn that “seventy-two percent of Millennials research and shop their options online before going to a store or the mall (CMO.com).”
With continuous tech developments across hardware and the web, consumers find it more convenient to shop online. As entrepreneurs, it’s critical to incorporate technology and online resources to keep up with these market changes and the competition.
Here’s how you can effectively market to tech-savvy millennial consumers.
Focus On Omni-Channel Experiences
“Omni-channel marketing has become somewhat of a buzzword in the social media and marketing industries of late. Simply put, it means that your business markets across as many channels as it can to reach the target audience. From websites and email, to social media and print, every channel presents an opportunity to market (Social Times).”
It’s a marketing concept that works effectively to reach tech-savvy and demanding consumers. Omni-channel marketing happens across different devices (e.g., smartphones, desktops, and tablets) along with offline approaches that are aligned to deliver a seamless shopping experience.
The process starts by allowing the user to control their experience, regardless of what approach he or she uses. Here are important points to follow.
Prioritize responsive design.
Responsive web design (RWD) is a prerequisite in today’s market in order to grow your mobile presence. Consumers use multiple devices to search and buy products and services. With responsive design, your website can adapt to whatever device a customer is using.
“As the user switches from their laptop to iPad, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should have the technology to automatically respond to the user’s preferences. This would eliminate the need for a different design and development phase for each new gadget on the market (Smashing Magazine).”
Employ interactive communication.
A business that allows a two-way flow of information, from customer to business and vice versa, is more attractive to users. Interactivity is achieved when you allow consumers to participate in the conversation with regards to products, services, and functions. So, how do you create an interactive omni-channel experience?
Take note of the different modes of communication your target audience uses (e.g. emails, phone calls, text messaging, personal chats, etc.). Then determine the different devices used for each communication touch point. Finally, be present and active in across their preferred communication methods and devices.
Equip your offline store.
Many consumers use online as a pre-shopping tool. They search for products and services before they decide to set foot in a local store. This is why you should always keep your brick and mortar store prepared for online-offline lead conversion.
Your offline store should be up-to-date and consistent with product and customer information. Online information should coincide with offline offerings.
Stay relevant and engaging.
Millennials are known to have a short attention span; they are a very diverse group of people. “Their interests and lifestyles are not the same as say those of baby boomers or Xers. As such, catching the attention of these young ones can be difficult (Repsly).”
Ideally, sincere, authentic and transparent communication are key elements for effective connection and engagement. Focus more ion providing relatable and shareable experiences. Capitalize on social media as an integral platform for relationship building.
According to the American Express Institute, “Social networks are an extraordinarily important part of Millennials’ digital lives, in part because social networks have become much more than a way to connect about personal matters.”
Millennials are more attracted to social media content that shares knowledge and insights about the society they live in and industries they care about. Make your social media marketing more engaging by posting worthwhile, non-salesy content. Use relevant hashtags sparingly and join social groups and communities that are tailored according to their interests.
Keep up with on-the-go consumers.
Online information greatly affects millennials buying decisions. To keep the pace with “on the go” Gen Y, you need to be where they are, for instance, if a user searches for “Brooklyn pizza parlor” your local SEO efforts should ensure you can be found with ease. Don’t forget to optimize your website based on your location and reap the benefits of local SEO. When searching online, an estimated 50% of consumers never click beyond the first page of search engine results.
Be unconventional and creative.
Millennial consumers love unconventional and unique brands. They want to deviate from the boring status quo, so they seek out unique and untraditional way of doing things.
Traditional advertising methods are not as effective millennials. This is why creating a brand experience where they shop and play is essential.
For millennials, searching and exploring products and services is a form of entertainment. Market your products to millennials in fun and entertaining ways to capture their attention and keep it.
You can’t ignore millennials. They are trendsetters and a majority of them are your consumers. So, next time you market to them make sure to do it right. More than marketing, winning them and gaining sales depends on a sincere, authentic and genuine marketing approach.
This article has been edited and condensed.
Key Acanto is a content writer and editor of Scoopfed. As a part of Scoopfed team, she is focused in writing topics about business, marketing and other related topics. Aside for being an editor, she is also a part of Dlinkers writers’ team, where she share her insights and knowledge on contents about digital marketing. Connect with @scoopfed on Twitter.