Everybody’s been trying to crack the mystery of what makes Millennials buy. We know that this generation tends to be careful with their dollars; they’re intense researchers who will go online to read reviews and generally watch several videos before they commit to a purchase. Value is extremely important to Millennials.
So too is the sense of personal relevance; when it comes to digital content and advertising offers, the Millennial generation prioritizes giving their attention to materials they feel were crafted specifically for them. Two thirds of Millennials use ad blockers, which means they rely on a process of independent discovery to find this relevant content. Once this interesting content has been found, Millennials have a demonstrated preference for active engagement that allows them to customize what they see.
While this is good information to have, it also forces the conversation about content strategies and the logistics of creation. Customer inquiries, both in person and those harvested digitally via social media, website forms, and other contact points, can reveal items that are of interest to a significant portion of your customer base. From there it’s a matter of breaking this broad topic down into smaller, more relevant conversations. After that comes addressing the questions of interactivity and engagement. Be prepared to address the same issue in several different formats. The Millennial buyer may very well watch a video and read a blog post and look for user reviews and check out your social media before making their decision. Be sure your company looks good at each and every touch point.
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This sounds like a lot of work, largely because it is a lot of work. Personalized content is appealing precisely because it’s not the quickly produced cookie-cutter experience your customer can get anywhere. When the experience is the same everywhere, price becomes the determining factor – and price wars are ones that no business owner truly wins. Strategies to reduce the workload include scheduling content creation to occur consistently throughout the year, instead of waiting for ‘slow times’ to take on the task, and recruiting qualified third parties to help with conceiving, creating and deploying creative content.