Marketing to Millennials - July 2015
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A presentation I gave in July about the four big disruptions facing modern marketing and how to engage Millennials in this new landscape.
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Marketing to Millennials - July 2015
- 1. The changing marketing landscape Jude Brooks July 2015 Judebrooks.com
- 2. Trying to predict the future is like trying to drive down a country road at night with no lights while looking out the back window. - Peter Drucker ““
- 3. 4 BIG changes 1. Technology 2. Sharing 3. Trust 4. Media
- 5. Disruptive • Information at your fingertips • Data & personalisation • Hyper-mobility and connectivity • Cloud technology • Internet of Things • 3D printing • Seamless integration
- 6. Evolution of the web 1990 – 2000 Brochureware 2000 - 2010 Transaction 2010+ Social Web Took pre-existing information and put it online Static content No social engagement Added in transactional capability. Some social bolt-ons Buy, Sell and Service Limited social engagement Sites being redesigned around people, not content Sites with in-built social sharing are thriving Web is being built around people and meaning
- 7. Evolution of social networks 2008 – 2010 Worship 2010 - 2013 Entertainer 2013+ Value Exchange Social platforms as a temple to the glory of the brand All about the number of fans / followers Brands try to become entertainers All about the number of interactions Brands engage their audiences in a mutually beneficial relationship All about business objectives and purpose Social networks used for shared purpose
- 9. 2. Sharing
- 10. Sharing is increasing We share MORE content… From MORE sources… With MORE people… MORE often… MORE quickly…
- 11. We share because we care • Anger • Fear • Happiness • Disgust • Surprise • Sadness
- 12. We share for a reason • To bring valuable and entertaining content to others • To define ourselves to others • To grow and nourish our relationships • Self-fulfilment • To get the word out about causes or brands
- 13. We share stories • Simple • Unexpected / different • Concrete • Credible • Emotional / resonant “ “Drama is anticipation mixed with uncertainty. - William Archer
- 14. 3. Trust
- 15. Especially Millennials… “ “ They want lives that count, resonate and matter in human terms – and it’s the failure to live that way that leads them to mistrust organisations. - Umair Haque, Havas Media Labs
- 16. Trust is changing Trust in authority declining: • Banks • NHS • Legal system and police • Politicians • Church • Media • Celebrities So we trust each other more
- 17. Trust our networks • People live in networks of small connected groups • 150 is the maximum # of connections • We turn to friends to help make decisions • We are disproportionately influenced by our strongest ties
- 18. 4. Media
- 19. Media explosion • Rise of mobile internet • Proliferation of channels • Media consumption increasing – multi-screening • Real-time agility • Personalised, immediate communications
- 20. It’s noisy out there
- 21. And Millennials?
- 22. Digital natives • Connected 24/7 • Expect businesses to keep up and engage appropriately • Expect frictionless, speedy experiences as they multi-screen • Empowered by information – use social networks to stay informed and manage FOMO • Understand the value of personal data – value exchange
- 23. Passionate, meaningful lives • Purpose and meaning matters greatly to them • Global consumers – collaborate across geographic borders • They care about their community – giving back “ “Millennials work more closely together, leverage right and left brain skills, ask the right questions and take risks previous generations resisted. They truly want to change the world and use technology to do so. - Mike Marasco, NorthWestern University
- 24. Want to get involved • Create and curate “ “ Creation means to make something valuable and share it with others. We do this because it's empowering and necessary for our world. - Liz, USA
- 25. So what does this mean for marketing?
- 26. Marketing’s role remains constant… Marketing is the right product, in the right place, at the right time, at the right price. - Adcock “ “
- 27. …But decision journey more complex From To
- 28. …So marketing needs to change From Stop/Start campaigns Interruptive ads Telling a message Focus on new customers Brand ads What you say To Always-on programmes Engaged participation Creating helpful utility Focus on loyalty Branded content What you do
- 29. And specifically for Millennials… • Find the insight that makes the difference
- 31. And specifically for Millennials… • Find the insight that makes the difference • Invite them to get involved / co-create, don’t talk at them
- 32. Share a Coke
- 33. And specifically for Millennials… • Find the insight that makes the difference • Invite them to get involved / co-create, don’t talk at them • Think mobile first - be frictionless, seamless and realtime
- 34. ebay
- 35. And specifically for Millennials… • Find the insight that makes the difference • Invite them to get involved / co-create, don’t talk at them • Think mobile first - be frictionless, seamless and realtime • Support their causes – give them a reason to care
- 36. Volvo Life Paint
- 37. Takeaway Tips • No-one has all the answers so test and learn • Think digital – and mobile – from the start • Find meaningful ways to connect • Be authentic and act with integrity • Be agile • What you do is far more important than what you say
- 38. All about purpose and meaning What we believe will impact what we do, which is far more powerful that what we say. - Antony Mayfield, Brilliant Noise “ “
- 39. Jude’s Law “ “