This document discusses strategies for marketing to millennial audiences through digital channels. Millennials are highly engaged online, sharing information across various platforms. They are receptive to personalized messaging that provides value. The document recommends marketing through email, mobile apps, and social media as these are primary channels for millennial engagement. Tactics like A/B testing and collecting user feedback can help optimize campaigns. The key is understanding millennial behaviors and meeting them in the digital spaces they already inhabit.

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

3. MILLENNIALS:
THE GOOD NEWS3

4. 4
Highest Targeting
Efficiency Index

5. 5
They have no issues
disclosing their own
personal information

6. 6
And they are online
almost more than they
are off

7. Sharing is What Really Matters
77

8. 8
They readily share advice,
endorsements, articles, photos,
videos, jokes, news,
reviews, quotes, memes,
infographics, comments…

9. 9
Pew Research
Sept, 2013
and they have a lot of friends!
Median Number of Friends on Facebook

10. DIGITAL
TACTICS 10

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. 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. 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. 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. 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. Stephanie
Targeted Tactics
Jay
Facebook
YouTube
Instagram
Email
Snapchat
Twitter
Blogs
Webinars
Podcast
Pinterest
LinkedIn
Games

17. MARKETING
IN A DIGITAL
WORLD 17

18. Marketing to a Digital
Millennial Audience
18
PAID
ONLINE
ORGANIC
ONLINE RESULTS,
VIEWS, CLICKS,
SHARES
EMAILOFFLINE

19. EMAIL 19

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
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. 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. 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. MOBILE

25. Don’t picture everyone on a PC

26. Millennial Smartphone Behavior
26
KPCB Internet Trends 2015

29. BE PART
OF THEIR
PICTURE
MEET THEM WHERE THEY LIVE