The Secrets of Marketing to Millennials
Marketing to Millennials is vital to many businesses. Millennials are defined by when they were born. Millennials would have been born between 1984 and 2000. So, currently they are aged between 18 and 35years.





For Graham and Kevin, they have children in this age bracket. They are all Millennials.
The Arrowsmith Millennials
Luke (30), Sophie (27) and Nathan (23) are all Millennials.


It's Not Just Marketing to Millennials
Clare Taylor makes the point that Marketing to Millennials is not just about Marketing to Millennials. It is about marketing to the generations around them - like their downtrodden parents! There will be things that parents of Millennials will do now, that have been affected by the buying behaviour of Millennials. Our behaviour will have been changed by the different ways that our children behave (i.e. using WhatsApp for one in our family).

Although Marketing to Millennials is important, it is also about marketing to all generations that have been changed because of how the Millennials buy.
About Clare Taylor
She's not a Millennial! Nor did she come down with yesterday's rain!



She has been in marketing for over 20 years. Clare started her business life working for Hotpoint. There, she focused on brands and marketing communications. Clare also did a stint at Mamas and Papas, a manufacturer and retailer, heading retail marketing  in up to 50 stores. This experience allowed Clare to understand retail marketing. She has worked for ForgetMeNot Children's Hospice, a charity in Yorkshire. Then she joined Gary King (a previous podcast guest) and Mike Hall at Think Smart Marketing. In 2018, she was awarded Fellow of the Chartered Institute of Marketing. A really important moment for Clare.
Marketing to Millennials - By 2020
By 2020, Millennials will represent 50% of the workforce. if you want your business to succeed, you need to market to Millennials. Their current market size is £1.2 Trillion. A huge market potential. But they impact all generations. That is why it is important to understand them.

Kevin pointed out that many Millennials have left University with large student debts, so is it really true that they have huge spending power?
What Matters to Millennials?
Millennials grew up during the recession. They have lived through that period And will know something about the restrictions that placed on many families. They do have student loans. The generation just before didn't have university fees.

So some Millennials are struggling to get on the housing ladder. Therefore, VALUE is really important to them. They are really careful and considered in their purchases. They buy into brands that deliver them that value they are seeking.

That is when recommendations and reviews and trials are all really important before they buy into a brand.
Social Matters
They are the first generation that truly engaged social media. 62% are really engaged on social media. Its all about talking, engaging and sharing. Sharing views, blogs, thoughts. This is important about buying behaviour. They have to believe what they told. 32% of Millennials are influenced by recommendations, blogs and reviews. Only 3% are influenced by advertising.

Advertising to them is not authentic. They are interested in their peer's views. They won't be wooed by TV advertising.

Older people weren't able to form these views. We had magazines, but not these websites that enabled you to share. It was magazines that shaped influence. Now there are a plethora of sites that allow reviews.
More Things that Matter
Only 1% of Millennials click on sponsored links. They'd rather go and seek out your product. They like personal experience. Know their likes and dislikes, to be able to personalise the experience. They like to feel that you value them, their likes and dislikes and personal experiences. Know your data to personalise the experience.

ETHICS.

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