Corey Padveen

You may find yourself nodding your head each time you see a particular mistake. That’s because the majority of marketers have either made or might make these missteps when building out a Millennial marketing strategy. Assuming laziness Baby Boomers often have the opinion and perception that Millennials are spoiled, entitled, and lazy.

One of the fundamental differences between a traditional objective-oriented campaign and a brand experience campaign for Millennials is the seamlessness with which a brand experience campaign is executed. Users can move from one piece of content to another and from one channel to the next without becoming confused about the path designed for the process.

Here, you will find some simple but effective tips to help keep you on the right track when crafting a campaign or acquisition strategy for Millennials. Start with data Data should drive everything you do. Data will prevent you from operating in the dark and basing your decisions on unfounded assumptions. Data can help you determine which decisions to make when you’re first building your strategy, and it can help you improve your operations at various points in your audit.

Relationships drive Millennial buying decisions and inspire loyalty. The price may have a lot to do with the timing of the buying cycle, but ultimately a relationship can be the deciding factor. When you tie in the importance that Millennials place on cause affiliation, you can say with certainty that cause marketing can push your relationships with Millennial consumers forward.

After you determine the cause that Millennials will associate with your brand, you’re ready to start developing the materials that will work with your cause marketing. Remember that cause marketing can be something that is associated with your brand in perpetuity, or it can be something that your brand is participating in while it’s relevant to the community.

After you make the initial introduction of your brand to your target Millennial audience, you can begin to develop the brand relationship. In this stage of the experience, you can use some sales-oriented content to encourage users to take the next step. Engaging users with conversational content At the relationship-building stage, it’s important not to solely focus on selling to your Millennial prospects.

After you establish the objectives of your share economy campaign, you’re ready to provide your audience with incentives to participate. For example, you can create a place for your community to share access to online subscription services, such as creative software, instead of requiring them to buy access to each individual product.

Your involvement in the share economy and targeting of Millennials doesn’t mean you need to change the way your business operates. The share economy, like any strategic tool, is something that you apply to a particular segment of your audience. Creating a voice for these users is an important part of your strategy.

Your share economy campaigns leverage unique segments of your Millennial audience, which means that the objectives you create will relate to a particular audience construct (niche) and may not necessarily focus on long-term goals. Your goals can relate to universal objectives, such as driving up brand awareness, engagement, or conversions, but they must target a particular segment.