Social Media Marketing For Dummies, 4th Edition

Chapter 17

Marketing to Millennials

IN THIS CHAPTER

Understanding the Millennial generation

Discovering what Gen Yers want from brands

Looking at successful marketing strategies

Regardless of what you’ve heard or observed about the difficulty of marketing to Millennials, you can create successful social media marketing campaigns aimed at them. You just need to understand that they are very different from previous generations and have grown up with a social media lifestyle that’s “always on.” They haven’t known a time when the web wasn’t their constant companion. It would be helpful to remember that many were coming of age during and post the recession of the late 2000s. This event had a definite effect on their outlook for the future and their fear of further potential downturns.

In this chapter, you look at the characteristics that make up the Millennial cohort (also know as Gen Y); what they want from brands and how you can successfully connect with them. We also look at some brands that Millennials favor.

Learning About Millennials

Millennials are the largest generation in the workforce today. They are the last generation born in the twentieth century and the first to grow ...