Millennials and Brand Advocacy
Yes, we target them again - "The Millennials". Those boys and girls, with the (X+1) factor. Some of them, have been labelled lazy, some digital babies and the pampered ones, however the market place seems to have put them up to a pedestal and consider them, ever so important in influencing decision-making and market dynamics.
Say hello to them, they are here to stay (at least for the next half a decade or so!). A large section of them will be turning 18 next year, so better watch out, since adulthood is going to hit them like never before. ( Oh, dear parents!)
So what makes them 'marketplace heroes?'
- High consumption of digital: This is the section of society, looking for everything online. Even mundane tasks are made cool by them, just because they enjoy doing them online.These boys/girls are social media crazy and define themselves by their social personas.
- No allegiance towards a brand: Deal with it! Not like their predecessors, these kids aren't swayed by till death do us apart. They look for quality products, at reasonable prices, with good service. A strike out in any one of the above and the brand faces a backlash online. #brandtalk
- Influencers of decision-making: A lot of them might not have started earning a buck, yet they do play a part in the decision-making at home. It's important for brands to connect with them at a certain level, as they help become brand ambassadors for their folks!
- Mislead them, Not!: It's easy to get carried away with them, however any misleading marketing gimmick and they have the potential of ripping the brand apart. Don't stroke their ego, and play just play along!
- Splurge, yet also Urge: Get this straight. Millennials are well acquainted with good brands at an early age and wouldn't think twice, before asking their folks to make a purchase for them, yet, thanks to the connected world, they look for an image that the brand creates. Community Service, Customer Experienceand Customer Delight hold the key. Through their voices online, they urge people to dig deep into the persona of a brand and make decisions appropriately. All mile connectivity is ever so important!
Here we go! So, in spite of just being at the cusp of being bread earners, the millennials, bring with themselves absolutely no baggage and lots to learn from.
Tap the millennials' minds and find an untapped experience waiting to be consumed! Merci Millennials!
#TheMillennialMe by @harryrockerz
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