Buying power, population portion, and overall attention are in the hands of the Millennial generation. Generation Y, also very commonly referred to as Millennials due to their coming of age around the year 2000, are currently about 18-35 years old. This generation has been distinguished as one very unique in their interactions with advertisements, purchasing decisions, and consumerism in general. As the first generation to be born and grow up almost entirely with access to the internet, this generation harnesses their power of information. Often seen as entitled for their constant ability to connect, Millennials can be a difficult generation to reach through traditional marketing methods. Here are 4 tips for building engaging customer experiences with Millennials:
1. Emphasize Ease
Ease of access, information, and high-quality service is important to millennials. Don’t make it difficult for your consumers to get in touch with you or to get information on your product/service details. Put yourselves where they are: if your customers are on Twitter (if they’re millennials, they’re on Twitter), you should be on Twitter. Allow them to ask questions directly to you through something as simple as a tweet. Make your ordering process simple, too. Don’t make a millennial shopper click through multiple different webpages to price compare, get reviews, and eventually order- they want to be able to “order now” and order easily once they decide to purchase.
2. Individualize Engagement
It’s no secret that those in the millennial generation like to feel important. They are important, after all- right? Each individual consumer wants to feel like a VIP. This can be achieved with consistently sensational customer service. If a millennial goes as far as to make a phone call to your customer service team with a question or concern, you must provide them with top-notch service. Go the distance to make sure issues are resolved and customers hang up the phone feeling heard, helped, and happy. Sometimes this means “breaking the rules.” Despite policy, protocol, and past issues, individualized customer service and VIP treatment is necessary for consumers who could become your most loyal. There is a large variety of people with different ages, backgrounds, and personalities in this generation- you must strive make each of them feel important and individually engaged.
3. Exude Authenticity
Millennials will respond better to communication that does not seem or feel like “advertising.” Authentic, in-the-moment marketing content is more approachable and acceptable to this generation. According to Forbes, “Only 1% of millennials surveyed said that a compelling advertisement would make them trust a brand more.” One large concern for marketers regarding the desire to be authentic is how to come across authentic when content is created? It’s a reasonable concern- you can’t really produce authenticity. That’s why we suggest to exude it: just be authentic. Give your followers a behind-the-scenes look at what is actually going on. Tell them the truth, make them feel welcome, and they will trust you.
4. Create a Memorable Experience
Instead of just creating content, also create experiences to engage your millennial consumers. They want to be a part of the process and maybe even help you create future products! Who better to give insight on new product and service needs than the actual consumers themselves? Think of the way millennials have changed consumerism- they create and use services like Uber and other peer-to-peer networks because they value experiences over simple purchases. Experiences with your product might become part of your millennial consumers’ snapchat stories and Instagram feeds!
Marketing and advertising practices have long been trusted and replicated to produce loyal customers. With the power of information, a desire for authenticity, and a need for memorable experiences, millennials might just be changing the marketing landscape. Invest more in your ability to serve your millennial consumers instead of investing in the traditional processes.