These mothers consume media and buy in a way that is noticeably different from any other segment. What are you doing to reach her?
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The opinions expressed by the corporate taxpayers are his.
Despite what marketers think, the transition to the Millennium portfolio is beyond the use of modern colors and photos that are worthy of Instagram.
Related: 3 Essential Marketing Tips for the Millennium Generation
Who are these millennia at all? The Wall Street Journal has called them "a group of people who build big companies, change the way we live and work, and change old ideas about family and society." But also the journal (last year) received a reference to treat it as an "exotic species" by describing it with too many "outrageous" observations.
Personally, I consider Millennial the best stenographic option to refer to people born between 1981 and 1997. But let's go in more detail ...
More precisely, millennia are growing. And they have children. Therefore, there is a growing subgroup of women with children in this group, also known as millennial mothers, and there may be more than you think. With about 1 in 5 mothers representing nearly 90% of the 1.5 million fertilized mothers last year, millennials have dug a single market segment of 9 million people . In short, if you want to talk to a new mother, it is very likely that you will have a millennium.
Although this group of marketing professionals is being searched, many of these women say they do not feel understood by these sellers, which could be a major inconvenience to brands given the connectivity, purchasing power, and influence of these mothers. Importantly, 55% of millennials are included in all purchasing decisions, compared to 39% of all American mothers . For companies, neglecting the opportunity to connect with millennial mothers could mean losing a valuable part of the market.
Related: Reach Sweet Marketing Point via E-Mail with Millennials (infographic)
If it's a win-win business, here are five tips:
1. Perform with the functionality of the product to make meaningful connections.
While nearly half of Millennials take care of the values of a company and do the necessary research to determine which brands are worth their time and attention, these brands have a real chance to make a lasting and meaningful connection with these mothers
This opportunity? Mark physical products that have one or more of their values.
The Mother of the Millennium is often in a business that has certain buying needs, and when you can buy a product that not only fulfills functional needs, but also strengthens the social values it can endure - such as ethics and sustainability: - you rather buy and then talk online and offline with your friends about this purchase.
Some future-oriented companies know this opportunity: Target is a good example. True to its "design for all" philosophy , Target expanded its Cat & Jack apparel line with sensory and sensory elements that included safety tags and flat seams for children that were annoyed with the marks and seams. that irritates your skin
The line has also been marketed to parents looking for a cost-effective option. As a result, the apparel company's announcement of mothers (and fathers) was well received as they realized that clothing would facilitate their daily struggle for their children's clothing. The sensory processing functions of the line have also increased the affinity to the main brand at all levels.
The message here is that, although there is a time and a place to tell brand stories, if joked "narration" today means much more than our millennium mother, if the physical product in question is tangible evidence of the reason for this story
2. Align with like-minded brand partners.
When millennials seek advice on parenting, they are more likely to trust those who know who "was there, did it." And that means relying on someone else. Approximately 97% of the 1000 Millennial parents in a Crowtap- survey indicated that they social media as useful for parenting felt , and almost half said that they at least once a day, would have turned social media to Winding techniques to experience. product recommendations
With the increase in influence through a range of different lifestyles, mothers (and fathers) millennia can avoid the advice of a single source for their parents (usually mothers) with whom they can identify.
The message here is that companies that align with the right online partners and show the value of their products through these people can leverage existing fanbases and gain ground.
3. Get specific long tailed keywords.
The Millennium mother spends more than eight hours a day online in a variety of devices, and new / potential parents are twice as likely to be as non-parents . It can be assumed that these skills are perfected during dinner when the father has a phone in one hand and a baby in the other. Brands are smart to understand and provide the necessary content.
Because many thousands of mothers know how to look, brands need to deliver the right content when and where it's needed.
The message here is that companies are reducing their volumes by detecting the search capabilities of millennial mothers and investing in an SEO strategy that uses a combination of long-tail keywords (for example, "tips and tricks for babies"). Your websites. Not to mention the fact that lower competition for long-tail keyword bidding makes SEO much more affordable and can deliver predictable and consistent total spendings.
4. Convenience over everything else.
Millennials have found their own way by finding creative ways to earn money and support their families. And in this regard, the digital revolution has proven essential to help them do more in less time, with the flexibility they want and the income they need.
One in five thousand-year-old mothers has blogs with many subscribers , and more than half of the Millennials said in a survey that they plan to start their own business. Whether our millennial mother believes the content of her blog or consumes another person, the time she spends online is specific and specific.
Smart companies are ready to meet this demand: West Elm, the furniture and home improvement retailer, offers # AskWestElm series, which offers video tutorials on the basics of home-based management, such as the right way to press a tablecloth. The tutorials also focus on seasonal needs, such as the preparation of a November buffet and spring cleaning tips that could be used in April, making West Elm a trusted ally in the housing category.
The message here is that it is important for brands to step back in order to only lead the products to a service measurement strategy. Showing the experience in the product categories of the brand and its environment without selling these products openly is likely to be well received. It also enables our millennial mother to know a brand and its values and help it to get involved in the brand, even if it does not buy specific products.
5. Make room for the millennial father.
Millennials are often married and / or live with Millennials parents; and as couples, these couples blur the boundaries between the traditional roles of gender-specific households.
The time that millennial parents spend with their children is almost three times that of previous generations . In other words, they play an active role that goes beyond the mere contribution of family income: they influence buying decisions and take responsibility for the daily care of children.
It is important to note that although the traditional role of parents in the home environment is changing, millennial fathers do not take on the role of mothers, but forge their own identity as parents and seek resources to support them. These men are also ready for a new narrative and are likely to respond positively to the actual reflection in the commercials of their precious role and commitment as a partner of millennial mothers.
An example? In 2016, when Patrick Quinn, co-founder of the blog Life of Dad , did not want to disturb the baby sleeping on his chest , he spent some time stacking Cheerios on his son's nose. Then Quinn took a photo and uploaded it to the Facebook page of this blog and challenged other parents, "How far can you go?"
The response was so immediate and so enthusiastic that the blog became a hit just in time for Father's Day and quickly received the support of General Mills, numerically, which helped make the challenge viral . One year later, the Cheerios brand, "Good Goes Around," integrates Cheerio stacks ( 0:21! ) And several insights from fathers were involved in the house with their children.
In summary, millennial mothers have developed into a separate segment that is undoubtedly recognized by traders, but this is not generally understood. Parenting distinguishes these mothers from other people. Their age, however, distinguishes them from older parents. The result is complex individuals who use technology, consume media, and buy in a remarkably different way than any other segment.
Relatives: The 5 things mothers want to know about their business
To connect with the mothers of the millennium, brands need not reinvent marketing, but simply look at this cohort from the perspective of their members, identify their needs, and meet their expectations.
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