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Meeting Millennials Where They Live--Online. Focus on digital engagement: Marketing

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Presented at NJCAP Conference at Monmouth University, July 8, 2015
http://www.montclair.edu/alumni/connect/alumni-networks/njcap/annualconference/

Describes how millennial marketing behavior, suggests personas social media and email tactics

Published in: Business
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Meeting Millennials Where They Live--Online. Focus on digital engagement: Marketing

  1. 1. 1 Focus on Digital Engagement: Marketing 1 Reaching Millennials: Good News 2 Digital Tactics 3 Marketing to a Digital Audience MEETING MILLENNIALS WHERE THEY LIVE—ONLINE 4 Email 5 Mobile Carole Lotito BrightSidesMarketing.com
  2. 2. 2
  3. 3. MILLENNIALS: THE GOOD NEWS3
  4. 4. 4 Highest Targeting Efficiency Index
  5. 5. 5 They have no issues disclosing their own personal information
  6. 6. 6 And they are online almost more than they are off
  7. 7. Sharing is What Really Matters 77
  8. 8. 8 They readily share advice, endorsements, articles, photos, videos, jokes, news, reviews, quotes, memes, infographics, comments…
  9. 9. 9 Pew Research Sept, 2013 and they have a lot of friends! Median Number of Friends on Facebook
  10. 10. DIGITAL TACTICS 10
  11. 11. Time’s a Wastin’ 2008 2009 2010 2011 2012 2013 2014 2015 DESKTOP/LAPTOP Hours Spent per Adult User Day with Digital Media 5.6 MOBILEOTHER DEVICES 5.3 4.9 4.3 3.7 3.2 3.0 2.7 KPCB Internet Trends, 2015
  12. 12. So Many Opportunities 12 Facebook Music Mobile YouTube Email Instagram Webinars Podcasts Twitter LinkedIn Vine Periscope Blogs RSS Apps Yik Yak Search Tumblr Pinterest SnapChat
  13. 13. 0 10 20 30 40 50 App UniqueMillennialUsers(Millions) FACEBOOK YOUTUBE PANDORARADIO FBMESSENGER GOOGLEPLAY GOOGLESEARCH GOOGLEMAPS INSTAGRAM GMAIL YAHOO STOCKS APPLEMAPS SNAPCHAT TWITTER YAHOO WEATHER Comscore, reported in Digiday Sept 2014 Millennials’ Top Mobile Apps 13 iTUNES/RADIO/ CLOUD
  14. 14. RETURN ON INVESTMENT INVESTMENT (Time,Money,Energy) RETURN  LOW HIGH 1 2 3 4 Facebook YouTube Instagram Email Snapchat Twitter Blogs Webinars Podcast Pinterest LInkedIn
  15. 15. Personas 15 OCCUPATION SOLUTIONS FRUSTRATIONS IDEAL EXPERIENCE EXPECTED CONTRIBUTION Stephanie 1982 (33) Senior financial manager AGE CURRENT RESIDENCEManhattan BACK STORYMarried, 2YO child, pregnant; will quit work with birth of second child NOW: $$$, lead a committee or project, mentor student FUTURE: $$$$ Online classes, convenient non-committal networking opportunities, MBA information Start post graduate degree while at home >>Life/work balance >>Fear of losing touch with profession while home Jay1992 (23) Entry level, not in field (In parental home) Hasbrouck Heights Still living the social college lifestyle. Plans to move out with college friends Build professional network, attain better job in desired field within two years. NOW: share on social media FUTURE: $$$, mentor, send jobs Interviewing techniques, unique job opportunities, exclusive apartment rental opportunities, case studies, Meetups >>Disappointing work picture >>Unskilled in professional networking >>Fear of interviewing
  16. 16. Stephanie Targeted Tactics Jay Facebook YouTube Instagram Email Snapchat Twitter Blogs Webinars Podcast Pinterest LinkedIn Games
  17. 17. MARKETING IN A DIGITAL WORLD 17
  18. 18. Marketing to a Digital Millennial Audience 18 PAID ONLINE ORGANIC ONLINE RESULTS, VIEWS, CLICKS, SHARES EMAILOFFLINE
  19. 19. EMAIL 19
  20. 20. • Reach large audience • Quickly • Low out-of-pocket; about 2% of the cost of print mail • Do-it-yourself The Beauty of Email • Launch for other digital initiatives
  21. 21. 21 The Ultimate Goal of Email To achieve a high level of emotional affinity or have recipients come to expect valuable and timely information from you.
  22. 22. Email Best Practices 22 Short is Sweet People are busy. Subject line should tell readers what they'll get when they open the email. Keep your subject line to 50 characters or less to be readable in the email pane. Consider all Screens Use Litmus.com to see how your email appears across a wide variety of platforms A/B Test Test subject lines, colors, timing of messages. Split your list in half alphabetically for easy identification. Don’t test more than one thing at a time. Record & Measure Keep meticulous records of who received a message lately, who clicked, what worked, day/time, open and click-through rate
  23. 23. Want to Know What to Include in Your Email? your readers what they want. Use a check-off form or invite readers to comment and submit ideas every time.ASK
  24. 24. MOBILE
  25. 25. Don’t picture everyone on a PC
  26. 26. Millennial Smartphone Behavior 26 KPCB Internet Trends 2015
  27. 27. BE PART OF THEIR PICTURE MEET THEM WHERE THEY LIVE

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