eMarketer Webinar: Tips for Reaching & Engaging the Elusive Millennial

Geoff Ramsey S E P T E M B E R 30, 2 0 1 0 Reaching and Engaging the Elusive Millennial

Agenda
Who Are Millennials?
Why Should You Care?
How They Spend Their Media Time
Social Media Fanatics
Mobile Maniacs
A Key Millennial Insight
Agenda Twitter Hashtag – #eMwebinar

Also referred to as Generation Y or Echo Boomers or The Entitled Generation or…
“ The first generation to come of age in the new millennium ," per the Pew Research Center
Those born between 1981 and 2000 (ages 10 to 29)
For our purposes, we’ll focus on young adults, leaving teens for another talk
We’ll use the 18-to-34-year-old group as a rough proxy
eMarketer Defines Millennials

Millennials number about 72 million out of a US population of 312 million (US Census)
And they wield an estimated $200 billion in spending power… today
Why Should You Care?

“ No one wants to be told what to do, what to like and what to think. That is especially true of Millennials, who have an instant aversion to anything that smacks of ‘marketing’. They want to believe that they have uniquely discovered the things they like . The ideal way for a Millennial to first experience a product or service is to discover it for themselves.” Carol Phillips of Millennial Marketing.com, August 5, 2009 Millennials Are More Than Just a Set of Numbers, They’re a Mindset…

How They Spend Their Media Time Twitter Hashtag – #eMwebinar

They’re Born “Techies” Source: eMarketer, 2010; Pew (Millennial online buyers, Millennial mobile users), 2010

Reaching Millennials: Use New and “Old” Media
They are avid consumers of television, web and mobile, but not so much newspapers and magazines
TV still dominates, but less so than previous generations of young adults, and less so vs. current Gen Xers and baby boomers
Combine traditional with new media, using the new media (e.g., social) as a means for them to interact with your brand

TVB, January 2010 : 82.4% watched TV yesterday (vs. 92.3% of 35- to 64-year-olds)
Altman Vilandrie & Company, August 2010: 42% of internet users watch full TV episodes on broadcast TV daily (vs. 60% of users 35 and older)
The Nielsen Company, June 2010: 4.5 hours per day spent watching traditional TV, (vs. 5.9 hours for 35- to 64-year-olds)
TV is Still a Major Time Suck for Millennials

But Their TV and Video Habits Are Noticeably Different From Older Consumers…

TVB, January 2010: 25.2% read a newspaper yesterday; 18.8% read a magazine (vs. 31% of 35- to 64-year-olds who read a newspaper or magazine)
Adweek/Harris Poll 2010: 59% read daily newspapers at least once a week (vs. 72% of adults 35 to 44 and 79% of ages 45 and over)
Millennials Just Aren’t That Into Print Twitter Hashtag – #eMwebinar

Don’t Write Off TV or Email

Another Reason Not to Ignore Traditional Media, Especially TV
Traditional media can fuel discussions on social media and drive awareness of
your branded content on more
personalized communication platforms such as email, mobile apps, microsites, Facebook, Twitter, etc.

Social Media Fanatics

Source: eMarketer, unless otherwise noted Online Moms (BabyCenter, Nov 2009) 67% Teens 12 to 17 (eMarketer, ‘10; Arbitron, Apr ‘10) 78% Millennials 25 to 34 77% Gen X 35 to 44 60% All Internet Users 57% Seniors 65+ 20% Millennials 18 to 24 87% Boomers 45 to 54 51% 82%

% of Millenials Who “Use” Social Networks 86% Ages 18 to 29, ever used 05/10 Pew 94% Ever used 09/09 Millward Brown 88% Visited in past 30 days 06/10 Simmons 78% Has a FB, MySpace account 06/10 Harris Poll 77% Ages 14 to 26, have a profile 12/09 Deloitte 85% Ages 18 to 29,broadband users 02/10 FCC 82% Ages 18 to 34, use monthly 04/10 eMarketer % Definition Date Source

Millennials Jump Onto Trends Fast, Especially When They Involve Digital

38% Of Their Weekly Time Spent Online Is On Facebook 32% 21% 38%

Millennials Are Also Heavy Viewers Of Online Video 85% watch online video monthly Vs. 67% of all internet users Vs. 51% of adults 45 to 64 Source: eMarketer, 2010

Millennials Are Much More Likely to View Social Sites as Entertainment

Social Media Provides Millennials Instant Gratification to that “Entertainment”

Something to Keep In Mind for the Future… Millennials will keep their social ways… (it’s a part of their DNA) However, the ways in which they interact and their frequency and intensity will wane Millennials will continue to use social media as a platform for voicing discontent with a brand experience Twitter Hashtag – #eMwebinar

And Don’t Mistake Their Heavy Usage Of Social Networks for Trust “ Never”

They Actively Control and Apply Limits to Their Profile Pages and Security Settings 71% of social networking users ages 18 to 29 said they’ve adjusted privacy settings on social networks in order to make some information private ( 62% of 30- to 49-year-olds and 52% of those 50 and older did the same) A majority, 54% , do not trust their private info with Facebook Pew Internet & the American Life Project, May 2010

But They Trust “The Media” Even Less Than They Do FB Or Twitter

4.4% 84% of Millennials do not notice ads on social sites. Source: Lubin School of Business Lab, 2009

95% opt in to emails (again, don’t ignore email)
51% are fans of brands on Facebook
8.5% follow brands on Twitter

Key Take-Aways for Targeting Millennials With Social Media Use social networks as listening platforms to inform your online and offline marketing programs, keyword search buys, creative approaches, etc.

Use Social Media to Measure the “Ripple” Effects Of Your Efforts

Final Thoughts On Targeting Millennials with Social Media It’s not enough to just be there on social sites, you have to establish your role in the conversation and how you can add real value Getting Millennials to “like” you on FB is one thing—getting them to engage with you on a deeper, more sustained basis is quite another Twitter Hashtag – #eMwebinar

Mobile Maniacs
71 million, or 90% of 18- to 29-year-olds own a mobile phone (compared to 88% of 30-49 year olds, 82% of those 50 to 64 and 57% of 65 )
Millennials are twice as likely to label cell phones as a “necessity” (59%, vs. seniors 65+ at 29%)
Source: comScore Mobile, July 2009; Pew Research Center, July & August, 2010

Text Messaging Usage Far Surpasses Other Age Groups

Texting Is a Viable Alternative for Marketers Trying to Reach Millennials According to a July 2010 “1020 Placecast/Harris Interactive Survey,” 42% of Millennial mobile phone users ages 18 to 34 are interested in receiving text alerts from marketers (compared to 30% of 35- to 44-year-olds , 21% of 45- to 64-year-olds and 17% of those 55) Twitter Hashtag – #eMwebinar

65% of mobile phone users ages18 to 29 access the internet on their mobile phone (compared to 43% of 30- to 49-year-olds and 18% those 50 and older)
Millennials Not Only Talk and Text, They Are Also Avid Mobile Internet Users Pew Internet & American Life Project, July 2010

Nielsen, June 2010 : 22%* watch online video on mobile phones (compared with 26% of 35- to 49-year-olds and 10% of 50- to 64-year-olds)
Altman Vilandrie & Company, 2010: 13% of internet users ages 18 to 34 view video on their mobile phone daily
eMarketer, 2010 : 13% of entire mobile pop. watches video on their phones
And, They Are Also Mobile Video Viewers

… And Are Mobile Social Network Users 50%

Also Heavy on LBS … 32% Use Monthly 15%
Forrester:
4% of mobile pop uses LBS regularly
80% are male youth
Mostly bars, clubs and restaurants

With Mobile Internet, Social and Location-Based Services, Marketers Have Many Opportunities to Engage Mobile represents a long-term opportunity to engage with this group—if you can be patient Pay special care to find out which ways they like to interact and receive messages from you—on an opt-in basis, and then you can follow them and deliver relevant messaging Location will be important, including in-store (e.g., ShopKick), but tread carefully and don’t overdo it!

A Key Millennial Insight: Authenticity Twitter Hashtag – #eMwebinar

“ These unique factors [high rate of social networking and technology usage] make them very savvy consumers , who pay great attention to the value of what they buy and require a different way to interact with brands. ” Robert Polet, Gucci Group, as cited in NY Times, March 2, 2010 Millennials as Consumers

Reach and engage them at multiple touch points , and keep your messages consistent
Make your products, and your pitches about them, authentic
Get them to experience your product and share it with others
Don’t try to fool or mislead them, or they’ll find you out
Don’t make your branded content, including videos, too slick
Allow for product customization and personalization
Solicit and respond to customer reviews and comments
Instead of using celebrities as obvious shills, try to go for “accidental” endorsements, or better yet, use real people…
More Than Anything, Authenticity Reigns

Never look like you’re trying too hard (avoid communicating as if you truly know them)
Use Experiential Marketing – real-world, local events; digital ways that allow them to “experience” your brand
Never misuse their data, or let anyone else do the same!
Emphasize PULL vs. PUSH media, Earned vs. Paid
Provide platforms that facilitate sharing and validation
Do you have millennials on your marketing team?
Don’t ever bore them!
Authenticity Reigns Twitter Hashtag – #eMwebinar

A Few Words from LivePerson Steve Douty EVP, Marketing & Business Development

Drowning in Millennials!! Photo of kids

Why Worry about the Millennials/Gen Y?
Large demographic
70-80 million Americans (25% of the U.S. population)
Racially and ethnically diverse
Significant spending power
Annual spending power > $200 billion
Will eclipse Boomers in spending power by 2017
Unique needs
Interaction with “our brand”  Community
Most technologically-savvy generation
Value “connections”

Chatting Up the Millennials Level of Connection High Low Low High Cost Effectiveness Phone Click- to-call Email KB/Self-serve Live Chat
GenY Friendly
Preferred channel
Highly targeted and controllable
Precise metrics, hard ROI
Chat-bot

The Right Connections
25% uplift in sales conversions
40% increase in AOV
25% decrease in support costs

Thank you. Deeper customer connections. Online. Real time.

Presented by: Geoff Ramsey CEO, eMarketer, Inc. Twitter Hashtag – #eMwebinar Sponsored by: Reaching and Engaging the Elusive Millennial Questions & Answers Registrants will receive a copy of the slide deck and the playback link in a follow-up email within 24 hours of this presentation.

eMarketer Demographics Coverage Learn more about demographic segments with eMarketer Total Access. Visit: www.emarketer.com/products Call: 800-405-0844 Email: sales@emarketer.com
Recent Reports:
Affluent Shoppers and Luxury Brand Retailers Online
Millennials Online: Marketing to a Moving Target
Marketing Online to Teens: Girls Shop with a Social Twist
CPG Marketers Target Hispanic Shoppers In-Store and Online
Kids and Teens: Mobile Everywhere
Hispanic Mobile Users and Usage
Social Network Demographics and Usage
Hispanics Online: Demographics and Media Usage
All reports are available to Total Access clients.

http://www.emarketer.com	1830
http://luscofusco.com.ar	6
http://ipcarrier.blogspot.com	6
http://webcache.googleusercontent.com	5
http://translate.googleusercontent.com	3
https://www.emarketer.com	2
http://emarketer.com	1
http://cc.bingj.com	1
http://fanyi.youdao.com	1

eMarketer Webinar: Tips for Reaching & Engaging the Elusive Millennial

by eMarketer on Oct 01, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

9 Embeds 1,855

Statistics

eMarketer Webinar: Tips for Reaching & Engaging the Elusive Millennial — Presentation Transcript