The Millennial Consumer - WWD London 2014 Presentation

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'If your website sucks, you suck!' Anthony Citrano, Verizon EdgeCast's VP of Communications, presented at the WWD Digital Forum in London on Verizon's research on Millennials’ online behavior.

Internet

THE MILLENNIAL CONSUMER
How Young People Discover Fashion & Buy Online
WWD Digital Forum
ANTHONY CITRANO
VP Communications & Chief Evangelist, Verizon Digital Media Services
July 2014
/acitrano

• Born early 80s - early 00s
• Came of age during great global and economic turmoil
• First generation that are true digital natives
WHO ARE THEY?

ARE YOU A STRANGER 
IN A STRANGE LAND?
So, how to connect with them in their native habitat?
Are they really any different from everyone else?

KEY DIFFERENCES
• They’re digitally particular
• They’re loyal – to a point
• They’re intense
• They deeply trust people they’ve never met
• They expect you to ﬁt into their lives

10 THOUGHTS ABOUTTHEIR
WORLD – AND WHATTHEY
MEAN TO YOU

ONE: THEY’RE ULTRA-MOBILE
They’re dramatically more mobile 
than previous generations.
!
Build accordingly.

TWO: A MATTER OF TRUST
They trust people you and I have never heard of.
!
Target accordingly.

THREE: THEY LIVE IN HD
They’re highly visual shoppers.
!
So show them beautiful videos and beautiful photos.

FOUR: IT’S NOW OR NEVER
They will not wait.

FIVE: BE HUMAN
If you don’t care about them, 
don’t expect them to care about you.

SIX: ENOUGH ABOUT YOU
Brands: stop talking about yourself.
!
Talk about them - with them.

SEVEN: TELL ME A STORY
They want to be entertained.
!
So tell a broader story.
!
[And don’t be uptight. Be fun – even funny.]

EIGHT: REBOOT ADVERTISING
They click on ads...

EIGHT: REBOOT ADVERTISING
They click on ads...
!
... by accident

NINE: BUILD FOR THE MEDIUM
A tablet isn’t digital paper.
!
Don’t treat it that way.

TEN: THE AGE OF CURATION
They’re social shoppers.
!
And for many, publicly curating is
a big part of their lives.

AND FINALLY...
If your web site sucks, you suck!

THANK YOU.
ANTHONY CITRANO
VP Communications & Chief Evangelist, Verizon Digital Media Services
July 2014
/acitrano

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The Millennial Consumer - WWD London 2014 Presentation

1. THE MILLENNIAL CONSUMER How Young People Discover Fashion & Buy Online WWD Digital Forum ANTHONY CITRANO VP Communications & Chief Evangelist, Verizon Digital Media Services July 2014 /acitrano

2. • Born early 80s - early 00s • Came of age during great global and economic turmoil • First generation that are true digital natives WHO ARE THEY?

3. ARE YOU A STRANGER  IN A STRANGE LAND? So, how to connect with them in their native habitat? Are they really any different from everyone else?

4. KEY DIFFERENCES • They’re digitally particular • They’re loyal – to a point • They’re intense • They deeply trust people they’ve never met • They expect you to ﬁt into their lives

5. 10 THOUGHTS ABOUTTHEIR WORLD – AND WHATTHEY MEAN TO YOU

6. ONE: THEY’RE ULTRA-MOBILE They’re dramatically more mobile  than previous generations. ! Build accordingly.

7. TWO: A MATTER OF TRUST They trust people you and I have never heard of. ! Target accordingly.

8. THREE: THEY LIVE IN HD They’re highly visual shoppers. ! So show them beautiful videos and beautiful photos.

9. FOUR: IT’S NOW OR NEVER They will not wait.

10. FIVE: BE HUMAN If you don’t care about them,  don’t expect them to care about you.

11. SIX: ENOUGH ABOUT YOU Brands: stop talking about yourself. ! Talk about them - with them. 

12. SEVEN: TELL ME A STORY They want to be entertained. ! So tell a broader story. ! [And don’t be uptight. Be fun – even funny.]

13. EIGHT: REBOOT ADVERTISING They click on ads...

14. EIGHT: REBOOT ADVERTISING They click on ads... ! ... by accident

15. NINE: BUILD FOR THE MEDIUM A tablet isn’t digital paper. ! Don’t treat it that way.

16. TEN: THE AGE OF CURATION They’re social shoppers. ! And for many, publicly curating is a big part of their lives.

17. AND FINALLY... If your web site sucks, you suck!

18. THANK YOU. ANTHONY CITRANO VP Communications & Chief Evangelist, Verizon Digital Media Services July 2014 /acitrano