Page 273 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Understanding the Millennial
generation

» Discovering what Gen Yers want from
brands
» Looking at successful marketing
strategies

Chapter 17

Marketing to Millennials

egardless of what you’ve heard or observed about the difficulty of marketing
to Millennials, you can create successful social media marketing campaigns
Raimed 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 up with technology
as their constant companion. They are entirely comfortable finding online infor-
mation and keeping their mobile devices close.

CHAPTER 17 Marketing to Millennials 257