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Marketing to Millennials For Dummies

Book Description

Market effectively to the millennial mindset

Millennials make up the largest and most valuable market of consumers in the United States —but until you understand how to successfully market to them, you may as well kiss their colossal spending power away! Packed with powerful data, research, and case studies across a variety of industries, Marketing to Millennials For Dummies gives you a fail-proof road map for winning over this coveted crowd.

Millennials are projected to have $200 billion buying power by 2017, and $10 trillion over their lifetimes — and yet industries across the board are struggling to garner their attention. Revealing what makes this darling demographic tick, this hands-on guide shows you how to adapt to new media, understand the 'sharing economy,' and build meaningful relationships that will keep your brand, product, or service at the forefront of the millennial mind.

  • Identify key millennial characteristics and behaviors
  • Grasp and adapt to millennial economic realities
  • Reach your target audience with integrated strategies
  • Build deep, lasting connections with millennials

Get ready to crack the code —millennials are a mystery no more!

Table of Contents

    1. Cover
    2. Introduction
      1. About This Book
      2. Foolish Assumptions
      3. Icons Used in This Book
      4. Beyond the Book
      5. Where to Go from Here
    3. Part 1: Getting Started with Marketing to Millennials
      1. Chapter 1: Getting to Know Millennials
        1. Discovering Why Millennials Matter
        2. Leveraging Millennial Influence
        3. Meeting Millennials Where They Are
      2. Chapter 2: Creating a Modern View of Millennials
        1. Understanding the Marketer’s Perception of Millennials
        2. The Millennial Mindset
      3. Chapter 3: Creating Your Target Audience
        1. Considering These Questions
        2. Engaging Audiences on Different Media
        3. Running an Interest-Identification Audience Analysis
        4. Creating Segmented Audience Pockets
    4. Part 2: Creating Your Millennial Marketing Strategy
      1. Chapter 4: Using Data to Build a Strategy
        1. Recognizing the Value of Data
        2. Pinpointing Key Indicators in Your Data
        3. Using Your Data as the Foundation of Your Strategy
        4. Identifying Data Sources
        5. Analyzing Your Data on a Regular Basis
      2. Chapter 5: Connecting with Millennials on Traditional Media
        1. Taking Advantage of Television (With or Without the Budget)
        2. Targeting Millennials with Print Media
        3. Incorporating Email into Your Strategy
      3. Chapter 6: Engaging with Millennials on New Media
        1. Using Facebook at the Core of Your New Media Strategy
        2. Creating a Facebook Content Strategy Geared Toward Millennials
        3. Building a Relationship with Your Millennial Audience on Facebook
        4. Advertising to Millennials on Facebook
      4. Chapter 7: Communicating with Millennials Using Twitter and Video
        1. Determining How Millennials Use Twitter
        2. Developing Your Editorial Calendar
        3. Developing Twitter Content
        4. Reaching Millennial Twitter Users
        5. Engaging with Your Audience Using Video
      5. Chapter 8: Using Native Mobile Social Media
        1. Delving into Instagram and Snapchat
        2. Creating a Strategy to Reach Millennials on Instagram
        3. Navigating Snapchat
      6. Chapter 9: Creating a Multichannel Media Strategy
        1. Grasping the Unity of Media Types
        2. Developing a Unified Omni-Channel Communications Strategy
        3. Targeting Your Strategy to Millennials
      7. Chapter 10: Creating a Mobile Strategy Tailored to Millennials
        1. Establishing Mobile-Specific Goals
        2. Creating Mobile-Specific Content for Your Website
        3. Using Social at the Core of Your Mobile Strategy
        4. Targeting Millennials with Mobile Advertising
        5. Running a Cohesive Mobile Campaign That Targets Millennials
      8. Chapter 11: Conducting a Millennial Marketing Strategy Audit
        1. Cornerstones of a Strategy Audit
        2. Reviewing the Foundation of Your Strategy
        3. Evaluating Your Objectives
        4. Examining Your KPIs
        5. Pacing Your Audit
        6. Identifying New Opportunities with Data
        7. Auditing Your Individual Initiatives
    5. Part 3: Analyzing Millennial-Specific Engagement Opportunities
      1. Chapter 12: Utilizing the Share Economy
        1. Positioning Your Brand Around Sharing
        2. Establishing a Voice
        3. Running a Niche Campaign for the Share Economy
        4. Encouraging Audience Participation
        5. Measuring Results
      2. Chapter 13: Leveraging the Desire for Experience
        1. Creating a Brand Experience Strategy
        2. Identifying Touchpoints for Your Audience
        3. Checking Off Elements for Each Touchpoint
        4. Developing a Customer Relationship
        5. Segmenting Your Content
        6. Integrating the Experience for an Omni-Channel Strategy
        7. Tracking the Brand Experience Across Different Media
        8. Running Brand Experience Campaigns
      3. Chapter 14: Mastering the Market of Demand
        1. Evolving Your Organization to Cater to Demand
        2. Creating On-Demand Services
        3. Building a Real-Time Response Strategy
        4. Building Out the Components of Your Real-Time Strategy
      4. Chapter 15: Adjusting Strategies for Millennial Consumption Habits
        1. Looking at Crucial Media Types
        2. Running Social Care Programs on Various Media
        3. Building Lasting Relationships
        4. Managing a Brand Crisis
      5. Chapter 16: Cause Marketing with Millennials in Mind
        1. Recognizing Opportunities to Align with a Cause
        2. Marketing Your Brand with a Cause
        3. Using Your Cause to Build Relationships with Millennials
        4. Avoiding Damage to Your Brand
    6. Part 4: The Part of Tens
      1. Chapter 17: Ten Successful Marketing Campaigns That Won Over Millennials
        1. Domino’s Tackles Snapchat
        2. Nike’s Experiences on Instagram
        3. Chipotle and Digital New Media
        4. TOMS Focuses on a Cause
        5. Dollar Shave Club Picks Price and Viral Videos
        6. Uber Develops Millennial-Friendly Campaigns
        7. Coca-Cola Plays the Name Game
        8. Adblock Plus Identifies a Need
        9. Hendricks Makes Gin Cool
        10. Best Western Caters to One Group
      2. Chapter 18: Ten Mistakes Marketers Make When Marketing to Millennials
        1. Assuming Laziness
        2. Assuming Selfishness
        3. Assuming Vanity
        4. Assuming Frugality
        5. Assuming Ignorance
        6. Focusing on Age
        7. Ignoring the Mindset
        8. Focusing Only on the Campaign
        9. Aggressively Selling
        10. Ignoring the Relationship
      3. Chapter 19: Ten Quick Tips to Keep Top of Mind
        1. Start with Data
        2. Remember the Psychographics
        3. Evaluate Additional Age Brackets
        4. Establish Demographic-Specific Objectives
        5. Choose Your Causes Wisely
        6. Identify the Foundation of Your Relationships
        7. Focus on the Experience
        8. Regularly Audit Your Performance
        9. Keep Your Voice Genuine
        10. Go Mobile First
    7. About the Author
    8. Advertisement Page
    9. Connect with Dummies
    10. End User License Agreement