If you’re Marketing to an Under-30 Audience, it’s All about Authenticity
The rise of millennials and Generation X buyers has brought with it what is possibly the most socially conscious generation of our time. For businesses, marketing, and media to succeed against requirements for a social conscious, authenticity is key. Traditional advertising isn’t working anymore. Ads are easy to tune out. If you want to cut through the noise and are marketing to an under-30 audience, a brand has to look for new flourishing digital marketing opportunities that haven’t been beaten to no end. As the buying power of millennials and Generation X continues to rise, this is a lesson extremely important to learn.
In response to traditional advertising failing to generate a return, many brands have chosen to partner with other businesses or websites. This can come in the form of guest blogging, sponsored content, or influencer marketing. These digital marketing strategies are delivering results, especially when it comes to establishing your credibility. Even better, consumers trust strategies like this and to some degree, they rely on this to help them make purchasing decisions. A lot of buyers in this day and age consult online reviews, blogs, YouTube videos, and expert articles. If you can get your brand into these content categories, you’re equipping yourself for maximum return.
Whether you like the rise of millennials, their impact will continue to grow and their influence will still be felt all over the world. In North America, millennials make up 25 percent of our population while Generation X makes up 31 percent of the continent’s income power. These generations carry with them a lot of sways. Now, they do not have the same wealth as their parents or grandparents did but this isn’t a bad thing. It simply means they’re more likely to do research on purchases prior to spending, which is an opportunity for you to jump in, share information, and grab those customers – possibly, away from the competition.
The values, wants, needs, and interests of millennials and Gen Xers vary but they care about community, the environment, and how goods or services are made. They care about personalized marketing messages, testimonials, storytelling, and humor in their messaging. For a brand that knows how to foster a positive emotional connection with its audience, you’ll be good as gold and ready for success. For added effect, you need to go where the audience is. Podcasts, live events, video marketing, and associating yourself with influencers is all important.
Just one last point we want to make is in businesses that give back and contribute to charity. Consider partnering with a charity and giving the customer an incentive to shop with you. For example, for every “x” purchased through you, you’ll donate “y” to a person in need.
Authenticity is going to grow in importance, as we continue to move forward. Brands that write and speak in corporate jargon, and which do not invest the time and effort in making an emotional connection with their audience are going to fall behind. For small to medium-sized organizations all the way up through to non-profits and corporate industry leaders, these are principles that need to be kept in mind when you’re targeting millennials and Gen Xers.
If you want to learn how to build a successful digital marketing campaign for the under-30 audience, partner with our team at Unlimited Exposure. We can help in adapting and growing your brand in 2019 and beyond. Join us today for more details!
