cutting through the [millennial] digital clutter: creating ... · cutting through the [millennial]...

Cutting through the [Millennial] Digital Clutter:

Creating Product Need with Millennials

Presented by: Roxanne Lujan, Vice President Marketing

WHO IS THE MILLENNIAL?

DEB

UN

KIN

G M

ILLE

NN

IAL

CH

AR

AC

TER

ISTI

CS

• Disloyal• Technoholics• Lazy (Only do the “bare minimum”)• Not Focused/Distracted• Narcissistic (the rise in individualism)

LET

’S C

ON

SID

ER P

ERSP

ECTI

VE

THE

MA

RK

ETP

LAC

E

Source: US Census Bureau

The Generational Marketplace

HO

W G

ENER

ATI

ON

S A

RE

CO

MM

UN

ICA

TIN

G

Millennials

Source: Prosper Insights & Analytics for the Media Behavior and Influence Study

After searching online, how do you communicate with others about a service, product, or a brand?

HO

W G

ENER

ATI

ON

S A

RE

CO

MM

UN

ICA

TIN

G

Gen Xers

Source: Prosper Insights & Analytics for the Media Behavior and Influence Study

After searching online, how do you communicate with others about a service, product, or a brand?

HO

W G

ENER

ATI

ON

S A

RE

CO

MM

UN

ICA

TIN

G

Baby Boomers

Source: Prosper Insights & Analytics for the Media Behavior and Influence Study

After searching online, how do you communicate with others about a service, product, or a brand?

GEN

ERA

TIO

NS

CO

MPA

RED

Source: Prosper Insights & Analytics for the Media Behavior and Influence Study

Millennials

Gen Xers

Baby Boomers

DEB

T, D

EBT,

DEB

T, D

EBT

Source: Federal Reserve

Mean Student Loan Balance for 25 year olds, in US Dollars

THEY

HA

VE

LESS

TO

SP

END

Source: Bureau of Labor Statistics

Mean income for 15–24 year olds as a % of total population

WIT

H L

ESS

TO S

PEN

D, S

OM

ETH

ING

’S G

OT

TAG

IVE

Source: Pew Research Center, Current Population Survey

% of adults 18-31 married and living in their own household

PR

IOR

ITIZ

ING

NEE

DS

"How important is it for you to own the following?"

Source: Goldman Sachs Fortnightly Thoughts intern survey, 2013

PR

IOR

ITIZ

ING

NEE

DS

"How important is it for you to own the following?"

Source: Goldman Sachs Fortnightly Thoughts intern survey, 2013

PR

IOR

ITIZ

ING

NEE

DS

"How important is it for you to own the following?"

Source: Goldman Sachs Fortnightly Thoughts intern survey, 2013

PR

IOR

ITIZ

ING

NEE

DS

"How important is it for you to own the following?"

Source: Goldman Sachs Fortnightly Thoughts intern survey, 2013

CO

NC

LUSI

ON

S FO

R

MIL

LEN

NIA

L M

AR

KET

ING

• Have a strong online presence• Ensure mobile responsiveness• Put the info out there

• Offer too much content, digestible in various forms • Make it accessible in an omni-channel approach

• Blogs• Content marketing

• Word of mouth = word of mouse (testimonials, case studies, etc) • Social media

• Create organic content• Find a way to embed “share” buttons on your testimonials

• Tell your Story

PU

TTI

NG

IT IN

AC

TIO

N• Create a Marketing Kit for Partners

• Social media graphics• Infographics • Website blurbs• Testimonial “algorithms” • Example strategy on how to promote your company’s goodwill or charitable

contributions

PU

TTI

NG

IT IN

AC

TIO

N

PU

TTI

NG

IT IN

AC

TIO

N

PU

TTI

NG

IT IN

AC

TIO

N

QUESTIONS?

Presented by: Roxanne Lujan, Vice President Marketing