8 Trends To Keep in Mind When Building Millennial Marketing Strategies

Social media, m-commerce, app and all new media strategies are creating a headache for the marketing, advertising and PR worlds. Change and innovation are outpacing our abilities to keep up with the times. Technologies are being built and advanced at a rate far beyond from what we can consume. Meanwhile, we’re all just trying to keep up.

It’s no wonder that any kind of strategy can fall short. They often do. Segments are evolving. Sub-segments are growing. And Millennials are changing the smallest aspects of everyday life. Ones that are proving to have the largest impact.

I know some of you might think that I’m overstating the trends. So I’ll let the trends speak for themselves. Between 65%-68% of marketing executives and 52%-68% of advertising executives state they find it very or somewhat challenging to “stay current on social media trends.” And I can only imagine how they would feel about innovating ideas such as location based apps, QR codes and the idea of blog communities.

Unfortunately for many of them, they’ll have to face these challenges. Whether they like it or not. Creating and building a successful strategy will be reliant on many of these factors, especially when it comes to the Millennials. The times are shifting and changing rapidly, and the Millennials are seemingly keeping with up it. But are you?

So with no further adieu, here are 8 trends you should keep in mind when building your Millennial marketing and advertising strategies.

1. QR Codes

Known as quick response codes, they are those strange looking square-shaped and pattern images you are beginning to see more often. Each image itself is encrypted with unique information. What’s significant about this is that these barcodes can be optimized for smart phones. And it goes beyond just scanning for information. Just imagine the possibilities you could offer.

2. Location Base Apps

The app-world is alive and well. Not to mention that it’s absolutely thriving. With smart phones, pads and tablets becoming the norm, apps deliver an immediate presence like no other. Now shift gears to specific apps tailored to the locations you frequent. From social network check-ins on Foursquare to passive retail checking-in on Shopkick, any kind of “extra” deal might be enough to bring foot traffic your way.

3. Blog Communities

What’s ironic about blogging is that at the same time when blogging has been on the decline it has been projected to increase amongst companies. And it will increase. Everyone is always looking for answers and solutions. Company social networking profiles don’t necessarily always fulfill that. Equally, company blog’s will become the “go-to” place simply because it will be perceived as the most genuine form of interaction between the customer and brand. And it simply won’t be typical company “push” efforts – for the smart ones at least. They’ll realize it doesn’t have to be the company who only blogs on their blog. Customers have more to say than you think. It’s a powerful and interesting thought.

4. Personal Customization

Customization is becoming a growing trend even though many of us don’t see it. And it goes beyond the previous notions of getting something customized. The reality is that we are all buying products and all those products have extras attached. We’re continually adding on what we like while our ability to “add-on” is growing larger. And we’re growing to having everything customized our way.

Take smart phones for instance. We buy the smart phone and it comes with it’s basic functions and abilities. But we add everything else to our customized tastes. Whether that be apps, extra services or both, smart phones become unique personal items that we’ve tailored to ourselves. At first glance, they all look the same. But I doubt any one smart phone is the same or even used in the same manner.

5. Instant Communication and Response

Our growing reliance on technology has ingrained an idea into our head that suggests that all communication should be instantaneous. With the growing ability to reply at a moments notice, not only does this imply quick responses, but we begin to expect it. Is this problematic? Definitely. But communicating with the customer quickly is the difference between keeping them and losing them.

6. Engagement a.k.a. Building Relationships

The companies and brands that have always tended to build some kind of relationship have always done well. And with the Millennials, it will be a trend that will only grow. Since we now have the greater ability to reach individuals at more intimate areas of their lives, that reach will have to be just as intimate. Remember, our areas of social networking are built on personal experiences. Can’t use the same old tricks here.

7. Tribal Thinking

With greater ability to connect, segment and sub-segment tribes begin to emerge – if you don’t believe me, ask Seth. As niches grow, so does a very-fragmented set of “wants”. And it’ll be something that will continue to grow with the collaborative-minded and team-orientated Millennials. Strategizing for niches is nothing new. But rather than strategizing for each individual, why not do something different for the whole tribe. I’m no expert, but even I know getting two customers for the same effort versus one is better. And I’m not talking about 2-for-1 deals here. Use your imagination. I’ll give you a hint: doing things in groups is fun.

8. Advanced Multi-Platform Ideas

I’m amazed at how traditional the multi-platform approach has been, especially with all the different forms of media available. I understand the effects and strengths of continually showing the same advertisements and even spreading those same messages across the platforms. At the same time, I see major marketing dollars increasing but not showing the same return.

We have the capacity to do almost anything. Breaking down and re-establishing your efforts could be highly worth it. Traditional efforts always carry their traditional weight but we’re not in traditional times anymore. There’s a growing number of new-ways to market and advertise, I suggest you think of more clever ways to reach us.

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