Is your business still trying to figure out the best way to market to millennials? They can be a difficult audience, but once you realize what they value, it gets a lot easier. For example, millennials prefer to support small and medium-sized businesses over large corporations. This stems from the fact that millennials want to be perceived as unique by their peers, which explains why they love to post on social media as well.
For big businesses especially, marketing to millennials has proven to be difficult. Case in point: In an attempt to unify a divided nation, Pepsi released an ad that features Kendall Jenner offering a cop a can of Pepsi amidst a massive protest full of millennials. The ad didn’t sit well with its target audience and had the opposite effect: Rather than help mend the situation, people thought it made light of the social unrest. Millennials are passionate about social justice, so the ad didn’t resonate well at all. After a lot of digital backlash, Pepsi was forced to pull the ad and apologize.
So how do you avoid making the same mistake? You need to delve into the psyche of the modern millennial. They have a distaste for companies that exist solely to make a profit; they also are deeply concerned about the state of the world. To make sense to them, you need to rely on personalizing your campaigns and focusing on building a community. There are plenty of ways to do that given the technology out there today.
For some tips on how you can optimize your campaigns to better target millennials, check out CleverTap’s infographic below.