CHAPTER 4
Build a Listening and Participation Strategy
If there is a brand I really like, I want to help them and would even be willing to take an online survey for free or even participate in a focus group, if I had time to help them out. If there is a brand I hate, I want to tell them why.
—Megan L., 27, Philadelphia, Pennsylvania
Millennials are “always on,” as we noted in Chapter 3. Their access to multiple Web-enabled devices, at home and on the go, makes them power users of the Internet, who, like Megan, are willing to engage with and help not only their favorite brands but those that they don’t like. In some cases, they are even willing to serve as brand advocates.
According to a Center for Media Research brief, the Millennial generation ...
Get Marketing to Millennials now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
