How to Target Millennial Audiences
Leverage data to create well-defined segments and personalized content.
Consumers are getting more comfortable sharing their data to improve the experiences they receive from the companies they do business with. This is especially true for millennials.
A recent study by Bank of America asked U.S. smartphone users what personal information they are comfortable with their mobile device tracking. Here are the results:
- Schedule: 62 percent of millennials (47 percent of respondents overall)
- Physical activity: 51 percent of millennials (39 percent of respondents overall)
- Spending: 45 percent of millennials (26 percent of respondents overall)
- Location: 44 percent of millennials (37 percent of respondents overall)
- News preferences: 37 percent of millennials (29 percent of respondents overall)
Not only are millennials comfortable sharing their personal information; they’re more likely to respond to ads and marketing messages that take this data into account. In a survey of college students age 17 to 24, over half of respondents claimed they would be more likely to click on a Facebook ad if it was catered to their interests and purchasing decisions.
What does this mean for marketers? These findings suggest that to reach millennials, you must leverage the data they’re comfortable sharing to create well-defined audiences and more personalized content. Fortunately, it’s now easier than ever to accomplish this through mobile and social media advertising (and with the help of Denim and our more than 1 billion data points on consumer engagement with mobile and social media ads).
Below are some strategies to help you successfully market to millennials:
- Define your target segment: Focus on understanding your particular segment of millennials and communicate directly to them. Don’t assume ‘one size fits all.’ At Denim, we’re continually building new features to make it easier to hyper-localize and micro-target consumer audiences according to demographics, interests, behaviors, and more. We’ll have more to share about this soon.
- Communicate authentically: Millennials are less trusting of marketing, so it’s important to speak their language. Focus more on providing relevant and interesting content. Millennials don’t want the hard sell; they want material that educates and entertains in creative ways.
- Be different: Millennials lead digitally cluttered lives and tend to tune out the mundane. Even if your message is appropriate for a millennial audience, it will be overlooked if it’s something they’ve seen before.
For more strategies and tips on reaching and engaging this important audience, get our ebook Marketing to Millennials.