How to get the most business varnish audience - generation millenialov

One of the fundamental principles of marketing says: Know your target audience. Until recently, you could only understand about who your customer is. Now all the data in front of us at a glance through a variety of counters, analytical sites, social networks and other technologies.

But all these invaluable services gives us only the information about what age category our customers and what their approximate interests. However, in order to sell a product, we have almost a thorough knowledge of your audience. Here, everything is done for us. Today's young people - the so-called Generation millenialov. About them it has already written a lot, done lots of studies devoted to this generation. Simply put, we reinventing the wheel is not necessary, you just need to attach already invented the wheel to our cart, that is, to work, taking into account the knowledge of the audience.

In this article I have tried to answer the questions:

• What changed?
• Who are millenialy?
• Why they are important to us?
• What do they want?
• How to work with them?

The article will be useful for advertisers, and businessmen.

What changed?

Now the legitimate rights enters millenialov generation, or Generation Y ( «y"). These are young people between 15 and 30 years old, born in the interval from 1980 to the early 2000s, used to the technology and the rapid pace of life.

In order to attract them to your brand, you need a good understanding of their needs.

What is the difficulty? Firstly, that in 1990 was the decline in the birth rate, which in the near future will bring some difficulties to business, because the share of the young audience segment will decrease by almost half. Secondly, their mediapovedenie significantly different from the audience, which used to operate in the market.

Therefore it is necessary to contrive a little work to revise the arrangements. Everything in order.

Who are millenialy and what distinguishes them?

Millenialy - the first generation that has no heroes, but there are idols.

This generation "next", "net" generation, "echo-boomers". Characterized millenialy especially deeply involved in digital technology.

For members of this generation is characterized by the following features.

1. Habit to vsedostupnosti any information to the abundance of data.
2. Multitasking to use means of communication.
3. High media literacy - the ability to use search engines and find relevant and useful information, the ability to distinguish honest and trust-inducing sources of information on fraud, knowledge of parental control and the ability of their systems use.

The Ministry of Communications and Mass Communications of the Russian Federation said that the level of media literacy in Russia was 74%, which is almost three times higher than the target for 2015 - 25%. 30% of the population has a high level of RF media literacy, 44% - medium, 26% media literacy is low.

1. Unwillingness to pay for content, but the willingness to give money for the right to be involved in anything.

It is worth explaining. The main problem with the new generation - the reluctance to pay for that whatsoever. Millenialy most of them - the so-called followers of sharing economy, sharing the benefits of consumption when you're not the sole owner of things, but you pay for the right to lease it for a while (as is the case with the service Airbnb rental apartments or rental Zipcar vehicles). Hence the problem with the monetization of this audience.

1. High expectations.
2. Looking for something unusual, creative. Millenialam alien to traditional approaches, they need unique.
3. Higher quality requirements.
4. The special importance of self-expression.
5. Very fast paced life.
6. Increased brand loyalty. This great feature millenialov. I will focus on it later.

In any case 20-25 years - it's already too late to start talking to generation millenialov. We must do this before.

Why they are important to us?

Now it is the most active audience that lives on the Internet.

For them the future - 3-4 years millenialy will be 50% of the total population of solvent. Business should "lure" them now.

According to research by the analytical agency Markswebb Rank & Report, men 18 to 34 years accounted for a quarter all purchases the Internet, and to women of the same age - 28%. Thus, the purchase of "y" amount to 53% of the market. This is a huge figure. Lose an audience is simply impossible. So how to proceed?

Millenialy create trends. In this regard, they can be our guides.

How to work with them?

Earn the trust and loyalty to achieve

Brand loyalty - is the distinguishing feature of millenialov. If the older generation looking for something more practical that, the representatives of Generation Y may be left with a brand simply because of love for him.

80% monitor the activities of companies for support favorite brands, while 47% said the main reason for the subscription desire to keep abreast of the latest news of the brand.

If you manage to enter into friendly relations with these customers, they will do everything to support you.

Loyalty - good news for the brand, but do not think that it would be easy to make. In a study of global communications group Havas says that 40% of respondents aged 16 to 24 years old complain of frivolous attitude towards them on the part of brands. Tip: Listen to your audience, and she will love you in return.

Create content for dedicated

I said that millenialov distinguishes the habit of availability of information, to pay for something they are not essential. However, the trick is that millenialy willing to pay for the right to be involved in anything. This desire may be, for example, the desire to be ascribed to a club dedicated. Where you can give advice to those who have just started your business or thinking of his reformat: maybe worth to move away from the idea of ​​making the goods to "everyone", but to create something exclusive to what people want to be involved?

The same trend is visible in the media market. middle-aged and older audiences tend to look for proven reputable sources of information, while the young are looking for unique exclusive information, which partly is reflected in the growing number of blogs with a relatively small audience. That is millenialam uninteresting that is available all around, they need secrecy, uniqueness and exclusivity. Let them know that you do not get to be so easy, but it is vital.

Make life easier by offering life hacking, pomace, obyasnyalki

Millenialam almost do not need to search for information. She literally pours down. Another thing that has to search for worthwhile information. If we add the increased loyalty of new audiences and the constant lack of time, we get a new formats for advertising and communication with the audience - pomace, reviews, the so-called compressed analytics obyasnyalki. Talking to millenialami, forget about the "water", say specifically. They have little time.

Based on the feedback, take into account the opinion of the audience

Let's go back to the fact that the current generation that actively captures all aspects of life, consider themselves smarter than others. And indeed it is. Now is not the market dictates the rules of the game to them, and they - the market. Therefore, business should not only be two steps ahead and surprise people, but more and listen to them, because they can tell some great ideas.

In general, relations with the audience should be approached from the side of demand, not supply.

We mentioned about media literacy. So, you need to be prepared for the fact that the audience can understand something better than you. And here is the right not to bend the line, proudly turning away from the counselors from the masses (in the social networks they now like to call the "Divan experts"), and rely on feedback.

Change

Millenialam stranger to the classic style. They are accustomed to informal communication and personalization. Do not be afraid of change, change with the audience, to anticipate what customers will want in your future, and let it to them before they have time to think about it. Be flexible.

Differentiate the communication with different generations

Now we have to bet on personalization - the main trend of the last time. Show people what they want to see, bearing in mind the age difference. That is, change user, without changing itself. A kind of transformer. Even advertising, for example, your site can show one single, and another - another.

Remember that consumer preferences Y are short term

Millenialy, or the Y-generation, less focused on solid costly investment. They wish to receive benefits here and now and do not tend to work in the long term.

For the older generation, people aged 30 to 50 years, buying a home and the car is on the list main priorities, whereas for the young in the first place is worth the purchase of fashionable gadgets, education and travels. According to our observations, the youth seeks advantageous to combine education with the ability to see the world, while the desire to have their housing and car shifted to prioritize everything below. Today, among people aged 15 to 25 years, half wanting to buy a car, than among their peers ten years ago.

Among the values ​​of Generation Y - bright emotions, communication, interest, creative self-realization.

Use different approaches to mixed-age audience

The new generation is characterized by the values ​​and behavior from its predecessors.

Sociologists explain such a significant change in the scale of values ​​turbulent era of change that people experienced as a child, watching the collapse of the USSR, followed rampant crime, tragedy and terror attacks, but at the same time - the rapid economic growth of the country and the development of new technology.

It is necessary to assess the audience and offer different approaches to different categories of customers.

expand audience

That is to pay particular attention to the segments traditionally the target audience does not get.

We go back to the fact that the audience halved. So you need to look for additional sources of customers. And that's why capturing not only their CA, age category, and so on - in short, to broaden their horizons. That is, either be prepared for the fact that your clients will be dramatically less, or offer products and those used in your face did not look.

For example, for a number of business categories, historically addresses its message to women, perhaps it will make sense to pay attention to men, are attracted to the family and home values. While the brands that have traditionally focused on males (auto and related categories), in today's realities developed largely at the expense of women. Should not be excluded from the number of its Central Asia and the growing up of the group.

Emphasis on discounts, promotions

Fast paced life millenialov leads them to desire to benefit from the interactions with the outside world.

Millenialy love to share. In some ways, they see this brand care about them. Suffice it to see the web to advertise the discount, as half of them will visit the store, whether it is offline or online. Various loyalty programs are also very attractive for the generation Y. About 80% millenialov gladly will drop to the online store website that uses a loyalty program in repeat purchases.

However, these are not all: only 12% of retailers use "offer of the day" on their Web sites or sending customers information by SMS or email promotions. In this case, to the personal, personalized suggestions Generation Y refers much better.

Selling is not a product, but a lifestyle

Get out from the crowd, be different, follow the trends and be a trend - that millenialov task. In his mega video on TED Synek Simon (Simon Sinek) tells the true reason for the tremendous success. What unites the great companies who have achieved incredible heights? They do not sell the goods, and lifestyle idea.

Buying the iPhone, a person buys is not a smartphone. He buys the status of the latest technology, success, convenience and so on. That is, while competitors sell phones with lots of features, Apple is selling faith in innovation.

Making a unique advertising campaign

Millenialy much smarter than their parents were at the same age. They have an innate understanding of the mechanisms of marketing, they know their price as consumers and believe that they can help the brand to win or, conversely, to fail.

Try new advertising formats, and communication with the audience. For example, surveys. Most mobile online stores versions millenialov interested in product reviews, read them 69% of users. Products very much, and it is difficult to make the right choice. Therefore, before purchasing a comparison goes a long procedure, view reviews, recommendations. Use online video and photo review of production (only in good quality!), Encourage feedback, introduce additional incentives to persuade the user to buy.

It is important to surprise, while making it easier life.

Summary

Millenialy - people are extremely intelligent, living at a furious pace, in the huge flow of information. These are people with very high demands and requirements, but loyal and faithful to that love. Pay attention to them, listen to them and be with them on the same wavelength, consider their interests. Sell ​​ideas, not products in a beautiful package. Be prepared to change. Be mobile. Bet on the quality and uniqueness, and then you will be able to get the most varnish audience.