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1
Focus on Digital Engagement: Marketing
1 Reaching Millennials: Good News
2 Digital Tactics
3 Marketing to a Digital Audience
MEETING MILLENNIALS WHERE THEY LIVE—ONLINE
4 Email
5 Mobile
Carole Lotito
BrightSidesMarketing.com
2
MILLENNIALS: THE GOOD NEWS 3
4
Highest Targeting Efficiency Index
5
They have no issues disclosing their own personal information
6
And they are online almost more than they are off
Sharing is What Really Matters
7 7
8
They readily share advice, endorsements, articles, photos,
videos, jokes, news, reviews, quotes, memes, infographics, comments…
9
Pew Research Sept, 2013
and they have a lot of friends!
Median Number of Friends on Facebook
DIGITAL TACTICS 10
Time’s a Wastin’
2008
2009
2010
2011
2012
2013
2014
2015
DESKTOP/LAPTOP
Hours Spent per Adult User Day with Digital Media
5.6
MOBILE OTHER DEVICES
5.3
4.9
4.3
3.7
3.2
3.0
2.7
KPCB Internet Trends, 2015
So Many Opportunities
12
Music
Mobile
YouTube
Webinars
Podcasts
Vine
Periscope
Blogs
RSS
Apps
Yik Yak
Search
Tumblr
Pinterest SnapChat
0
10
20
30
40
50
App
Uni
que
Mill
enni
al U
sers
(Mill
ions
)
FACEBOO
K
YOU
TUBE
PANDO
RA RADIO
FB MESSEN
GER
GO
OG
LE PLAY
GO
OG
LE SEARCH
GO
OG
LE MAPS
INSTAG
RAM
GM
AIL
YAHOO
STO
CKS
APPLE MAPS
SNAPCHAT
YAHOO
W
EATHER
Comscore, reported in Digiday Sept 2014
Millennials’ Top Mobile Apps
13
iTUN
ES/ RADIO
/ CLO
UD
RETURN ON INVESTMENT
14
INVE
STM
ENT
(Tim
e, M
oney
, Ene
rgy)
RETURN LOW
HIGH 1 2
3 4
YouTube
Snapchat
Blogs
Webinars
Podcast
Personas
15
OCCUPATION
SOLUTIONS
FRUSTRATIONS
IDEAL EXPERIENCE
EXPECTED CONTRIBUTION
Stephanie 1982 (33)
Senior financial manager
AGE
CURRENT RESIDENCE Manhattan
BACK STORY Married, 2YO child, pregnant; will quit work with birth of second child
NOW: $$$, lead a committee or project, mentor student
FUTURE: $$$$
Online classes, convenient non-committal networking
opportunities, MBA information
Start post graduate degree while at home
>>Life/work balance >>Fear of losing touch with
profession while home
Jay 1992 (23)
Entry level, not in field
(In parental home) Hasbrouck Heights
Still living the social college lifestyle. Plans to move out with college friends
Build professional network, attain better job in desired field within two years.
NOW: share on social media FUTURE: $$$, mentor, send jobs
Interviewing techniques, unique job opportunities, exclusive apartment rental opportunities, case studies, Meetups
>>Disappointing work picture >>Unskilled in professional networking >>Fear of interviewing
16
Stephanie Targeted Tactics
Jay
YouTube
Snapchat
Blogs
Webinars
Podcast
Pinterest LinkedIn
Games
MARKETING IN A DIGITAL
WORLD 17
Marketing to a Digital Millennial Audience
18
PAID ONLINE
ORGANIC ONLINE RESULTS,
VIEWS, CLICKS, SHARES
EMAIL OFFLINE
EMAIL 19
• Reach large audience
• Quickly
• Low out-of-pocket; about 2% of the cost of print mail
• Do-it-yourself
The Beauty of Email
• Launch for other digital initiatives
21
The Ultimate Goal of Email
To achieve a high level of emotional affinity or have recipients come to expect valuable and timely information from you.
Email Best Practices
22
Short is Sweet
People are busy. Subject line should tell readers what they'll get when they open the email. Keep your subject line to 50 characters or less to be readable in the email pane.
Consider all Screens
Use Litmus.com to see how your email appears across a wide variety of platforms
A/B Test
Test subject lines, colors, timing of messages. Split your list in half alphabetically for easy identification. Don’t test more than one thing at a time.
Record & Measure
Keep meticulous records of who received a message lately, who clicked, what worked, day/time, open and click-through rate
Want to Know What to Include in Your Email?
your readers what they want. Use a check-off form or invite readers to comment and submit ideas every time. ASK
MOBILE
Don’t picture everyone on a PC
Millennial Smartphone Behavior
26
KPCB Internet Trends 2015
BE PART OF THEIR PICTURE MEET THEM WHERE THEY LIVE
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