If nothing else, every marketer knows that the key to ensuring the success of a campaign is to understand one’s target audience inside out. Below, we highlight a few suggestions for mastering the art of marketing to Millennials – the incredibly diverse, vibrant generation of people born between the years of 1977 and 2000.

Nostalgia

The main reason why nostalgia marketing has proven to be so successful in recent times is due to the fact that it elicits emotions within the target audience by tapping into memories and encouraging the development of a sense of familiarity. As content marketing has demonstrated, this is the best, easiest and most effective way in which to connect with an audience – and it is also, arguably, the most successful approach used by both local and international brands, big and small.

If you have yet to hear about or get in on the action regarding the Pokemon trend revival, thanks to the Pokemon Go app, then you have been living under a rock. This is just one good example demonstrating that one of the best ways in which to market to millennials, and actually connect with them, is through nostalgia.

Keep it Personal



Nostalgia marketing works so well because every single person who connects with the content/ad/video feels as though the content/ad/video etc. was created especially for them. This is the real secret to marketing to millennials. Along with personalised visual and copy elements when it comes to marketing material, consistent and regular interaction with one’s target audience is also incredibly important. Whether this is in the form of replying to comments via social media, asking for followers’ opinions on already-existing products (as well as on possible future product creations), chatting to website visitors who are looking for assistance via live chat, or sending out personalised emails, that special touch is always the most successful secret ingredient.

It’s All about Substance



Traditional marketing methods that focus predominantly on creating brand awareness through punting products or providing information about them are all well and good, and are still considered a valuable aspect of any marketing strategy. However, what is really going to make an impact on Millennials, in particular, are inbound marketing efforts that provide the reader with real substance and useful information that does not necessarily speak about the brand or the product itself. Blogs, e-books and interactive infographics are all excellent examples of this.

In short, if you are to market to millennials, and succeed in doing so, you will need to start looking at each member of your target audience as an individualistic human being with needs, wants, preferences, expectations and personality; as opposed to a generic entity that is going to invest in your products or business as long as you bombard them with everything to do with your brand.

It really is as simple as that.