We know what can happen when a company tries to market to millennials and misses the mark. Awkward at best, cringe-worthy at worst. What do marketers get wrong? They understand that to reach millennials, they need to speak their language, but that doesn’t mean launching an emoji-meme-cat campaign for all the lulz. How then, does one speak to, and convert, this vibrant $200 billion dollar audience?
Millennials, the most diverse generation in American history, are a multi-faceted and complex group. But there are a few things they all value.
Authenticity: Having been marketed to more than any previous generation, millennials are savvy, and they can smell a phony faster than Holden Caulfield. They value authenticity because they understand it’s a premium in today’s world. Authenticity means transparency and honesty, but it also includes understanding. Millennials want their needs to be understood and responded to. Brands can achieve this by speaking frankly about their product in a language free of jargon, hyperbole, and doublespeak. Be conversational – but be true to your brand – if you want to earn their trust.
Experience: Millennials have grown up expecting brand engagement to be a two-way street. They’ve come of age in a time when brand voice isn’t some ethereal construct; it’s an actual marketer responding on Twitter in real time. Millennials embrace the integrated and multi-channel experience offered by their favorite brands, moving seamlessly from one platform to the next. Create journeys that follow millennials from app to SMS to purchase to follow-up seamlessly. Add in personalization and a dash of cleverness and you’re home free.
Mobile: Mobile is huge across demographics, but with millennials, it’s different. There is a level of trust in mobile marketing, perhaps born out of dependence, that is unique to their generation. Consider this staggering stat from a recent eMarketer study: 21% of millennials aged 25-34 use their mobile device to make at least one purchase a week. Compare this to Gen X and boomers who research online but purchase offline; you see that you have a massive opportunity to capture conversions by targeting millennials through mobile.
Abbot™ Speaks Millennial
Abbot™, the Autonomous Buying Bot, can help you create consumer pathways that are perfect for marketing to the millennial audience. Abbot™ is an AI messaging platform that employs dynamic, custom experiences that can take your customer from website to chat to e-commerce without missing a beat. Here’s how Abbot™ translates the millennial language into sales.
Authenticity: Our brilliant creatives and data scientists will work with you to craft messages that are conversational, on-brand, and plain-spoken. As Abbot™ continues to chat with your consumers, his artificial intelligence allows him to learn and optimize conversions.
Experience: Abbot™ can educate prospective customers and gather feedback about your content, product, or brand. You can capture insights on your customer’s wants and needs for marketing strategy or product development. Abbot™ can even offer upsells, cross-sells, and down-sells at exactly the right time.
Mobile: Abbot™ is a messaging platform, so he’s always as close as your customer’s tablet, smart phone, or other mobile device.
You can chat with Abbot™ right now. Text ASAP to 543543. You can also email us or call 800-700-7726.