by Erin Robinson

Millennials. We have all heard the term, but do we understand its meaning and importance? Before exploring the challenges of marketing to millennials and some helpful ways to overcome them, let’s take a look at who millennials are and why marketing to this generation is so vital to the success of companies and brands.

Who millennials are and why they’re important

Millennials are individuals born from 1977-1995 and they represent 25 percent of the US population, according to Barkley’s report, “American Millennials: Deciphering the Enigma Generation.” There are millions of them, over 82 million to be specific. They spend money, with an annual purchasing power at $200 billion. Lastly, they are making gateway purchases, which Bulldog Reporter Editor Talia Sinkinson defines as, “choices that can influence brand allegiance for the rest of their lives.”

Overcoming millennial marketing challenges

While every company may have different challenges in its efforts to market to millennials, I am going to focus on a few of the most common from my own perspective as a millennial.

#1: Grabbing millennials’ attention

We are exposed to thousands of marketing messages every day, so creating something that is going to stand out in the clutter and remain in our minds is no easy feat.

Fix: Make us feel like a part of your brand, use visuals to engage us and inspire us to take action. Do what hasn’t been done. We like new and bold.

#2: We don’t like when you try to blatantly sell us things

Millennials can sniff out an advertisement from a mile away. We are so inundated with advertisements that we begin to resent them all together and we find ways to block them out any chance we get.

Fix: Sell your story rather than your product. Find a way to relate your brand to us personally and tap into our emotions a bit. We love a good story and want to support things that make us feel good about ourselves. When companies or brands find ways to engage us without yelling “BUY ME!!!” we appreciate it.

#3: Keeping up with us isn’t easy

Our world is constantly changing, especially when it comes to technology. We are also always connected, so we are aware of what is going on around us.

Fix: The companies and brands that keep up with changes and trends in technology and adapt their marketing messages to what is going on around us will be the most successful. Pay attention to what we are talking about and find a clever way into the conversation.

Moral of the story

Marketing to millennials should be at the top of companies’ priority list and will benefit them tremendously if done the right way.

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