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