According to an article on AdAge.com, Ford has tapped into the mind’s of millennials on Twitter to establish key marketing tactics that will allow them to effectively engage the millennial audience. Since millennials are a coveted market audience, many brands are seeking specific techniques to sway this young generation into becoming brand consumers and enthusiasts. Ford’s marketing team delved into these young minds to uncover insights that they realize is necessary to have a meaningful brand relationship.
First, Ford illustrates that self-expression is important to the millennial generation because it allows them to customize their car – transforming it from a mere vehicle into personalized “lifestyle enhancer.” Second, Ford notes that connectivity is all the rage with this ever-connected generation. With that said, connecting the cell phone and its features to automobiles is not an option – it’s a must. Next, they identify gamification and its increasing importance. By incorporating gaming into automobiles, it will increase the engagement of the millennial consumer. Access to the brand is becoming an important aspect to the young generation. They want –and have even come to expect – interaction with brands. Last, Ford emphasizes that brand as content is important to always observe; by watching what millennials do with brands, marketers can constantly educate themselves on how to best reach and engage with them.
The key marketing tips presented from Ford’s perspective of millennials can be applied to many brands seeking to enchant the highly sought-after generation. Self-expression, connectivity, gamification, access, and brand as content have become increasingly important in every aspect to the millennial consumer.
Not only automobiles can be customized, many products such as shoes or phones or computers are customizable. For example, Nike reached the young demographic many years ago when it introduced the ability to customize everything about the shoe you order on their online store. Millennials can be described as being self-absorbed. As a millennial myself, anything we can make more personal to us will make us fonder of the product.
When it comes to connectivity, the millennial consumer is the epitome of demanding everything at their fingertips. Brands must seek ways to incorporate this connectivity at any second they can. Once a millennial loses touch with their connection, they become disengaged will all surroundings – it’s their life-support.
Gamification keeps the youthful consumer occupied and entertained. Brands must be able provide methods of constant engagement that keep the consumer coming back for more. Foursquare has evolved from just checking-in, to a simple game that keeps users coming back to earn and win prizes.
As mentioned before, millennials are self-absorbed; this causes them to expect access to brands on “their” time. Brands must be willing to actively engage this youth when they say it’s time. And last but not least, mining data and information from this important demographic is ever important. Learning their content sharing characteristics and expressions is a guaranteed way to always be abreast of their changing trends.
If brands can find techniques to achieve these key marketing tactics they will undoubtedly increase their brand presence with the millennial generation. In the end, the millennial generation can either make or break a brand. So brands must tread carefully.