Connecting with Millennials
Want to connect with Millenials? Start by making a human connection.
Have you heard how Millennials have rejected verbal communication in favor of texts, posts and tweets? And that the best way to market to them is through online cat videos and ironic memes?
Think again.
According to Advertising Age, studies show that “Millennials are the most likely of any age group to make a research-and-purchase decision the old-fashioned way — by talking to someone.”
Apparently, this prized demographic of 25-to-34-year-olds doesn’t just respond to digital campaigns or social-media exchanges. They also care about making authentic human connections, preferring to talk with a person when deciding on a purchase.
Verbal communication remains the primary means through which humans form and build relationships. Today’s marketers too often associate personal communication with Facebook ad targeting while shunning offline conversations, believing they aren’t relevant to 20-somethings.
Advertisers are wrong to assume that because Millennials are more connected and digitally savvy than previous generations, they make purchase decisions solely through virtual channels. It turns out that offline engagement with a human connection is critical to Millennial prospects.
Believe it or not, Millennials are more likely than their parents to initiate a purchase by placing a phone call to cable and satellite TV providers, car rental agencies, and banks. As brands and marketers, we should be targeting this demographic by ensuring our offline experiences are truly extraordinary. How? Start with short lines, knowledgeable assistance, and excellent customer service. After that, reach out and make a human connection.
