Generation “Y” or the Millennials are people who were born from 1984 to 2004. The characteristics of millennials vary by region and by individual, and the group experiences a variety of social and economic conditions, but they are generally marked by their coming of age in the Information Age and are comfortable in their usage of digital technologies and social media.
They grew up during the dramatic changes in politics, economics, science and technologies. Therefore, people of this generation do not believe in long-term prospects, they are ready for changes and have indestructible self-confidence.
Moreover, millennials are “immune” to direct advertising and do not perceive anyone’s authority. They don’t care what the dentist or famous actress recommends. But, the Millennials are susceptible to the friends’ or colleagues’ advice and trust bloggers.
People of the Generation “Y” are much better perceive ads that surprise them or show people like them.
The very first company to use these preferences was Unilever, which launches the Dove brand. Because in the middle of the two-thousandth they stopped showing models in their commercials and invited completely ordinary women to shoots.
Millennials are the most active users of the Internet and social networks. These people make up the bulk of buyers through mobile applications. Therefore, if your brand does not have a modern and convenient website that is adapted for various mobile devices, then you lose your target audience and potential revenues.
In addition, they will scour the net for all possible feedbacks, and if they find negative ones, they will either refuse to purchase or post smth very angry on their social page. It depends on the degree of their dissatisfaction. Hence, a marketing campaign should be built on a competent SMM-policy and instantly react to negative feedbacks.
Millennials hardly perceive traditional media sources. Coming home in the evening, they prefer to check their social pages than watch TV news or read a newspaper.
These people do not perceive direct persuasion to buy something. They are more willing to participate in gaming and bid offers.
It is difficult for marketers to capture consumer-millennials, but if they succeed, they will reveal the secret of success to the most reliable and loyal consumers.