This document discusses strategies for marketing to millennial audiences through digital channels. Millennials are highly engaged online, sharing information across various platforms. They are receptive to personalized messaging that provides value. The document recommends marketing through email, mobile apps, and social media as these are primary channels for millennial engagement. Tactics like A/B testing and collecting user feedback can help optimize campaigns. The key is understanding millennial behaviors and meeting them in the digital spaces they already inhabit.
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Meeting Millennials Where They Live--Online. Focus on digital engagement: Marketing
1. 1
Focus on Digital Engagement: Marketing
1 Reaching Millennials: Good News
2 Digital Tactics
3 Marketing to a Digital Audience
MEETING MILLENNIALS
WHERE THEY LIVE—ONLINE
4 Email
5 Mobile
Carole Lotito
BrightSidesMarketing.com
15. Personas
15
OCCUPATION
SOLUTIONS
FRUSTRATIONS
IDEAL EXPERIENCE
EXPECTED
CONTRIBUTION
Stephanie
1982 (33)
Senior financial manager
AGE
CURRENT RESIDENCEManhattan
BACK STORYMarried, 2YO child, pregnant; will
quit work with birth of second child
NOW: $$$, lead a committee or
project, mentor student
FUTURE: $$$$
Online classes, convenient
non-committal networking
opportunities, MBA information
Start post graduate degree
while at home
>>Life/work balance
>>Fear of losing touch with
profession while home
Jay1992 (23)
Entry level, not in field
(In parental home) Hasbrouck Heights
Still living the social college lifestyle.
Plans to move out with college friends
Build professional network, attain better
job in desired field within two years.
NOW: share on social media
FUTURE: $$$, mentor, send jobs
Interviewing techniques, unique job
opportunities, exclusive apartment rental
opportunities, case studies, Meetups
>>Disappointing work picture
>>Unskilled in professional networking
>>Fear of interviewing
20. • Reach large audience
• Quickly
• Low out-of-pocket;
about 2% of the cost of print mail
• Do-it-yourself
The Beauty of Email
• Launch for other digital initiatives
21. 21
The Ultimate Goal of Email
To achieve a high level of
emotional affinity
or have recipients
come to expect
valuable and timely
information from you.
22. Email Best Practices
22
Short is Sweet
People are busy.
Subject line should
tell readers what
they'll get when they
open the email.
Keep your subject line
to 50 characters or less
to be readable in the
email pane.
Consider all
Screens
Use Litmus.com to
see how your email
appears across a
wide variety of
platforms
A/B Test
Test subject lines,
colors, timing of
messages.
Split your list in half
alphabetically for
easy identification.
Don’t test more than
one thing at a time.
Record & Measure
Keep meticulous
records of
who received a
message lately, who
clicked,
what worked,
day/time, open and
click-through rate
23. Want to Know What to Include in Your Email?
your readers what they want.
Use a check-off form or invite
readers to comment and
submit ideas every time.ASK