Marketing to Millennials

Table of contents

1. Cover
2. Title Page
3. Copyright
4. Contents
5. List of Figures
6. Foreword
7. Acknowledgments
8. Introduction
   1. Influential and Active Consumers
   2. What We Uncovered
9. Chapter 1 Who Are They?
   1. The Participation Economy
   2. The Old Framework vs. the Participation Framework
   3. Friends Have Influence
   4. Birth of the “Digital Native”
   5. Optimistic Despite the Roller-Coaster Economy
   6. The Millennial Mindset
   7. Chapter 1: Key Takeaways
10. Chapter 2 The New Rules of Marketing to Millennials
    1. The “What” Generation?
    2. An Enigma Generation?
    3. Begin a Relationship Now, If You Haven’t Already
    4. Younger and Older Millennials: A Difference?
    5. Six Distinct Millennial Segments
    6. Millennial Guys and Gals
    7. Chapter 2: Key Takeaways
11. Chapter 3 Engage These Early Adopters of New Technologies
    1. The Household CTO
    2. “I Know More Than My CEO”
    3. The Mobile Moment of Truth
    4. Chapter 3: Key Takeaways
12. Chapter 4 Build a Listening and Participation Strategy
    1. The Participation Economy
    2. The “Right” Strategy
    3. Engagement (New) vs. Interruption (Old)
    4. Interaction (New) vs. Reaction (Old)
    5. Engaged Participants (New) vs. Heavy Users (Old)
    6. Personal Gestures (New) vs. Big Promises (Old)
    7. Active Cocreators (New) vs. Passive Consumers (Old)
    8. Chapter 4: Key Takeaways
13. Chapter 5 Make Them Look Good Among Their Peers
    1. Hyperconnected and Always On the Go
    2. Information Hungry
    3. Gotta Look Good!
    4. People Care About What I Say, Where I Am, and What I’m Doing
    5. So What Does This All Mean?
    6. Chapter 5: Key Takeaways
14. Chapter 6 Design a Sense of Fun and Adventure
    1. Market Disrupters Win Big
    2. Comedy Natives
    3. Generation Innovation
    4. The Parent Trap
    5. Chapter 6: Key Takeaways
15. Chapter 7 Don’t Give Them a Reason to Cheat on You
    1. The Price Needs to Be Right
    2. What Ever Happened to Brand Loyalty?
    3. Up the Fun Factor
    4. Rewards Work
    5. Coupons Are King
    6. Excellent Customer Service Matters, Too
    7. Take Their Feedback to Heart
    8. Brands That Care
    9. Chapter 7: Key Takeaways
16. Chapter 8 Epilogue
    1. Keep Up with Technology Trends
    2. Engage Millennials in Everything You Do
    3. Strive for Content Excellence
    4. Good Content Is Key
    5. No Brand Can Afford to Ignore Millennials
17. Notes
18. Index
19. About the Authors