Born between the early 1980s and mid 1990s, Millennials are no longer the fresh faced employees embarking on their first job. They’re now the decision makers, trendsetters, and the pulse of the consumer market, making their mark in boardrooms and shopping aisles alike. As they progress in their careers and enjoy newfound economic influence, their attraction as a consumer base only continues to grow – and organizations who fail to engage with Millennials do so at their own peril. 

But in a world of information overload, how can you be sure your content marketing is resonating with Millennials? 

Understanding what sets Millennials apart from previous generations is key. Let’s explore three major distinguishing features of Generation Y and how we can translate that knowledge into a successful marketing strategy. 

Digital natives: the role of tech and content marketing

Millennials grew up during a time of significant technological and societal change, witnessing the rise of the internet, the proliferation of mobile devices, and the advent of social media. As a result, they’re commonly characterized by their familiarity with digital technology and are often early adopters of the latest tech, be it digital banking or the latest apps.  

These distinctive attitudes towards technology have transformed marketing approaches. Most marketing executives would agree that digital content should be favored over print wherever possible; those worth their salt would also know that mobile-friendly content should be favored over desktop formatting. For a generation whose smartphones are an extension of themselves, the importance of making content marketing accessible from a four inch screen cannot be overstated. 

This also means high-quality content across social media platforms is a must to reach and engage Millennials in any meaningful way. While your marketing team shouldn’t necessarily be making TikToks all day, every day, investing in social media marketing, influencer collaborations, and interactive content should feature high on your marketing strategy. Campaigns need to be seen in order to have any sort of impact, and with the average millennial spending over 2 hours a day on social media, a social post can be the easiest route to get eyeballs on your content. 

Adopting an inbound marketing strategy that attracts and engages Millennials through valuable content on digital platforms, will yield far better results than an outdated marketing strategy that focuses on billboards and newspaper ads. By aligning with Millennials’ tech-centric lifestyles, businesses can engage  with them on their terms to create enduring connections.

Value-led content marketing

Tech literacy isn’t the only thing that sets Millennials apart from previous generations. They’re often more socially progressive, with distinct values that shape their preferences and influence their purchasing decisions. As a group, Millennials tend to champion diversity and inclusion, favor sustainable practices, and gravitate towards socially-conscious organizations.  

Millennials’ values dictate where they spend their money far more so than for any other generation. As a result, marketing strategies must adapt to prioritize content that speaks to Millennials’ conscience. This includes showcasing diverse representation and promoting inclusivity in marketing materials, consistently communicating on commitments to social and environmental responsibility, and fostering a sense of community engagement through forums and events. When it comes to campaigns, those that emphasize personal empowerment, individuality, and self-expression resonate particularly well. 

Of course, political and social issues must be tackled thoughtfully, and align with your brand’s identity. Gimmicks, empty statements, or stretching the truth about a business’ social credentials should be avoided at all costs: Millennials are a discerning group, and any hint that a campaign may be inauthentic will see a dramatic loss of trust. 

Leveraging social attitudes, authenticity, and inclusivity in marketing campaigns is one of the most powerful ways to connect to Millennials. Marketing strategies that incorporate these are not only more successful in the short term, but also foster a lasting connection that sees one-time shoppers transform into a community of passionate advocates who willingly amplify the brand’s message. 

Recognizing financial realities

Finally, Millennials have a markedly different relationship with finances than the generations both before and after them. Entering the job market during the Great Recession that followed the 2008 crash saw many struggle with job security and financial stability at the very early stages of their career, setting the scene for widespread suspicion of financial institutions and pessimism about future finances. Combined with significant student loan debt and the rise of the gig economy (or ‘side hustles’), many Millennials adopt a frugal approach to spending, prioritizing experiences over possessions and wholeheartedly embracing sales, coupons and discounts.

Adapting inbound marketing to resonate with Millennials’ financial attitudes is a must. Amplifying messages that emphasize the cost-effectiveness and quality of products and services is a good place to start, while offering discounts, promotions, and loyalty programs that appeal to Millennials’ desire for financial efficiency is a great way to pique customer interest.

For brands positioning themselves as a luxury, shouting about bargains isn’t the way forward. Instead, clearly communicating pricing structures, fees, and terms is a good way to appeal to Millennials’ deep-rooted appreciation of transparency without slashing prices. Similarly, offering flexible payment options such as installment plans or subscription services can help attract a generation facing the financial realities of the gig economy.

Understanding and actively catering to Millennials’ financial priorities should be a key part of any marketing campaign. Affordability and transparency are not just buzzwords: they’re important building blocks to a strong relationship with this demographic, and campaigns that align with Millennials’ financial values will land far better than those that ignore financial realities. 

Wrapping up

As the largest generation, Millennials are simply too important to ignore. To stay successful, businesses must begin to centre them and their preferences within their marketing campaigns, or risk being out of touch (and out of pocket). 

Of course, every individual is different, and marketing should always be tailored to audiences far more specific than simply ‘born within fifteen years of each other’. However, understanding Millennials’ status as digital natives, their value-led preferences, and their distinct financial realities lays the foundation for a marketing strategy that resonates with the Millennial audience. 

The difficulty remains that there is no one-size-fits-all approach. Effective marketing now requires a team of specialists to create a steady stream of content that not only engages and informs, but can keep up with ever-changing algorithms and trends across multiple digital platforms, all while hitting SEO targets and delivering strong returns. Rather than investing in a wide, resource-intensive in-house team, many businesses now opt for Marketing as a Service (MaaS) to get access to a team of experts that know exactly how to engage with Millennials. 

To learn more about how MaaS can fast track your journey to lasting engagement with the most influential consumer demographic, get in touch with us today!