The Millennial Shift: Engaging the Redefined Millennials' Digital Behaviors
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The document discusses strategies for engaging millennial consumers. It suggests focusing on real-time co-authorship by allowing consumers to create content in real time; using gaming mechanics to make marketing fun and rewarding; enabling discovery of new content through social networks; challenging existing models and taking risks; providing inviting sensory experiences over material goods; and surprising consumers to drive engagement and word-of-mouth sharing. The overall message is that millennials expect brands to entertain, empower and engage them in new ways.
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The Millennial Shift: Engaging the Redefined Millennials' Digital Behaviors
- 1. the millennial shift engaging the redefined millennials’ digital behaviors
- 2. the millennial shift engaging the redefined millennials’ digital behaviors Millennials are f&%ing everything up ACCEPTDECLINEMORE INFOMORE INFO
- 3. News Feed The New York Times Oct. 22, 2014 Source: http://goo.gl/bCvxUV Time Jan. 24, 2014
- 4. News Feed Source: http://goo.gl/fW9ZHe Time Jan. 24, 2014 Forbes Jan. 21, 2015
- 5. News Feed Forbes Jan. 21, 2015 Source: http://goo.gl/mDPR3m
- 6. And they’re having fun disrupting it MORE INFO ACCEPTDECLINE ACCEPT
- 13. Are these the same millennials you think you know? MORE INFO
- 14. Their attitudes and behaviors are shifting around the world… MORE INFOMORE INFO
- 15. Millennials control 21% of consumer discretionary purchases in the U.S. 21% Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 16. 71% in LATAM say it’s important to make it to the top of their career versus 43% WW 71% Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 17. Represent nearly 20% of adult population in the UK 20% Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 18. 60% would rather spend money on experiences than material things 60% Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 19. By 2025, millennials will make up 75% of the global workforce 75% Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 20. 60% of millennials reside in Asia 60% Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 21. In China, 65% admit to owning products and brands to impress others 65% Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 22. 91% of Korean Millennial moms access the web via mobile each day 91% Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 23. By 2020, millennials will be the main driver of APAC economy 2020 Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global
- 24. Agree they try to see the positives in situations 72% Want to learn about other cultures 75% Want to work hard to accomplish life goals 84% Work ethic is strongest in countries like Brazil and Indonesia 91% Source: https://www.facebook.com/business/news/coming-of-age-on-screens
- 25. Pioneering Individualist Connected Altruistic Inventive Problem-Solving Bold Experimental Egalitarian …to more optimistic tendencies Easily influenced Coddled Materialistic Entitled Narcissistic Disengaged Delusional Insecure Unrealistic Millennials are shifting from….
- 26. The shift in millennial marketing ACCEPTDECLINEMORE INFO ACCEPT
- 27. The shift in millennial marketing Real-time co-authorship Gaming to engage Discovery enabled commerce The challenge quo An inviting experience Surprise now, delight later
- 28. The shift in millennial marketing The challenge quo An inviting experience Real-time co-authorship Surprise now, delight later Gaming to engage Discovery enabled commerce
- 30. Real-time co-authorship ‣ Millennials are storytellers by “social” birthright ‣ Authorship is in real-time, right now ‣ Being a creator produces a sense of entitlement (no matter the quality of content) ‣ Gives millennials a sense of ownership and share-ability of content
- 31. Real-time co-authorship ‣ Millennials are storytellers by “social” birthright ‣ Authorship is in real-time, right now ‣ Being a creator produces a sense of entitlement (no matter the quality of content) ‣ Gives millennials a sense of ownership and share-ability of content
- 33. The shift in millennial marketing The challenge quo An inviting experience Real-time co-authorship Surprise now, delight later Gaming to engage Discovery enabled commerce
- 34. Gaming to engage Gaming to engage
- 35. Gaming to engage ‣ Game mechanics can drive activation and engagement ‣ The average 21-year old gamed for 10,000+ hours* ‣ Millennials are “hardwired” to gaming and assimilate towards game-like metaphors ‣ Nearly half of millennial respondents agreed with “People my age see real life as a video game”* Source: *MTV, “Let’s Play Brand” 2011 Millennial Insights Study
- 36. Gaming to engage ‣ Game mechanics can drive activation and engagement ‣ The average 21-year old gamed for 10,000+ hours* ‣ Millennials are “hardwired” to gaming and assimilate towards game-like metaphors ‣ Nearly half of millennial respondents agreed with “People my age see real life as a video game”* Source: *MTV, “Let’s Play Brand” 2011 Millennial Insights Study
- 38. Gaming to engage Virtual reality promises the next evolution of narrative design MORE INFO ACCEPTDECLINEMORE INFO
- 39. Gaming to engage
- 42. Gaming to engage The shift in millennial marketing The challenge quo An inviting experience Real-time co-authorship Surprise now, delight later Discovery enabled commerce Gaming to engage
- 43. Discovery enabled commerce Discovery enabled commerce
- 44. Discovery enabled commerce Discovery enabled commerce Millennials check their phone 43 times a day… MORE INFO ACCEPTDECLINE
- 45. Discovery enabled commerce And use social networks to discover new content MORE INFO ACCEPTDECLINEMORE INFO
- 53. Discovery enabled commerceDiscovery enabled commerce The shift in millennial marketing The challenge quo An inviting experience Real-time co-authorship Surprise now, delight later. Gaming to engage Discovery enabled commerce
- 54. The challenge quo The challenge quo
- 55. The challenge quo The challenge quo Source: http://www.huffingtonpost.com/britt-hysen/the-power-of-millennial-e_b_5801322.html Consider themselves entrepreneurs 60% Recognize entrepreneurship as a mentality 90%
- 56. The challenge quo Millennials are disruptors. They demand transparency of the world around them. And when they can’t get what they want, they create what they need and disrupt anything in their path.
- 57. The challenge quo Millennials are disruptors. They demand transparency of the world around them. And when they can’t get what they want, they create what they need and disrupt anything in their path.
- 59. The challenge quo Surprise now, delight later The shift in millennial marketing The challenge quo An inviting experience Real-time co-authorship Gaming to engage Discovery enabled commerce
- 60. An inviting experience An inviting experience
- 61. An inviting experience Source: http://www.jwtintelligence.com/2013/01/data-point-constantly-connected-millennials-crave-sensory-experiences/#axzz3Q9hc3GP4 “Increasingly, I crave experiences that stimulate my senses” 72% “I value experiences more than I do material items” 81% “I’d rather spend money on an experience than material items” 72%
- 62. An inviting experience Millennial retail has begun to adopt this trend in a # of ways MORE INFO ACCEPTDECLINEMORE INFO
- 63. An inviting experience Retail has become the new workshop destination
- 65. An inviting experience Offering “cultured commerce and community” in the form of complementary lifestyle experiences
- 66. An inviting experienceAn inviting experience
- 67. An inviting experience While immersing you in the entire product creation process
- 68. An inviting experience Surprise now, delight later The shift in millennial marketing Empowerment as a cultural asset New types of narrative design The challenge quo An inviting experience Real-time co-authorship
- 69. Surprise now, delight later Surprise now, delight later Innovation is a form of magic to millennials. It’s what surprises and delights them. Innovation enables a fresh take on something nostalgic and it drives them wild. MORE INFO
- 70. Surprise now, delight later And millennials want to be surprised. They want to be the first to do something. The delight comes through sharing their experience on social, later. MORE INFOMORE INFO
- 71. Surprise now, delight laterSurprise now, delight later
- 72. Surprise now, delight later
- 73. Surprise now, delight later
- 74. Surprise now, delight laterSurprise now, delight later Surprise now, delight later The shift in millennial marketing Real-time co-authorship The challenge quo An inviting experience Gaming to engage Discovery enabled commerce
- 75. Make every piece of marketing something that consumers can both interact with and make their own. Real-time co-authorship
- 76. Use gaming mechanics to make your marketing fun and rewarding. Gaming to engage
- 77. Content is critical to drive sales. Everything you publish is considered content. Use it to activate your audience. Discovery enabled commerce
- 78. Your willingness to take a risk is expected by millennials and encouraged. The challenge quo
- 79. The experience you provide for your consumer is as important, if not more, than the price. An inviting experience
- 80. How will you keep surprising your customers to keep them engaged? Surprise now, delight laterThanks! LOG OUT