It’s no surprise that Social Media Marketing has exposed weaknesses in companies abilities to connect with customers in a meaningful way. But I’m not going to focus on the problem; my efforts are dedicated to a solution.
Since Millennials are responsible for causing such a ruckus in the Online Marketing world I’d like to report stats that directly illuminate why it’s imperative to incorporate trending tools in an evolving Marketing Plan.
- There are about 79 million millennials in the U.S. (ComScore)
- The purchasing power of millennials is estimated to be $170 billion per year. (ComScore)
- Millennials don’t trust advertising and 67% of Millennials reported that they have never clicked on a sponsored story.
- 95% of Millennials say that friends are the most credible source of product information.
- 98% of Millennials are more likely to engage with a friend’s post over a brand’s post.
According to Shoutlet’s latest findings, “Our research reveals that the best way for brands to get their messages heard by millennials is to market with them, not at them.”
But, how the heck do you Market with them?
Now’s not the time to get red in the face, shout louder or making clunky signs held by a guy rockin’ out to his ipod in order to be heard. The most effective tactic, at this point, is learning to listen to those who already give you their attention. Don’t be like that spoiled kid who gets tiered of his new toy because after spotting something shinier. Cherish your social connections, regardless of what you can “get” from them. Millenials can see right through that, and This Survey reveals their overall distrust in advertising in general. Customers who are currently observing you are you most valuable assets. They are smart, savvy and in most cases more intuitive about your product than even you are.
In the show, Blacklist, the lead character challenges a detective to “stop thinking like a cop, and to think like a criminal.” I know it’s just a show, but for dramatic example purposes, humor me. The detective was only able to track down the criminal once she finally understood the reasoning behind the criminal’s motives. She thought the way he thought, and was able to influence the outcome of the situation.
The same applies to business. But this isn’t a new concept. There are endless articles, books and youtube videos on how important it is to “think like your customer”. Modern technological tools we afford companies the ability to no longer guess and hope needs are perceived properly. Companies are able to, wait for it….ask to determine the most effective next steps; straight from the source.
But in order to do that we need to first understand how to use the tools that result in the outcome you are hoping to achieve.
That is why I created THIS SURVEY. My goal is:
- To discover whether people even desire to be heard. We live in a fast paced world; do customers actually care to take the time to let a company know what they think?
- To find out if people are interested in opening up in a one on one marketing style relationship with a brand, or not.
- To determine What role visuals play in the conversion process.
Surveys are often created with a company looking to gain insight on how to improve a process. With that, I would not disagree. Where I break left is the fact that a survey is not the end of the line. Currently, surveys seem to be used as the caboose on the ride a company’s seemingly take customers on.
It’s not time to get off folks; there is a beautiful journey ahead. Understanding Millennials are the bricks paving the path.