THE MILLENNIAL CONSUMERHow Young People Discover Fashion & Buy Online WWD Digital Forum

ANTHONY CITRANO VP Communications & Chief Evangelist, Verizon Digital Media Services July 2014

/acitrano

• Born early 80s - early 00s • Came of age during great global and economic turmoil • First generation that are true digital natives

WHO ARE THEY?

ARE YOU A STRANGERIN A STRANGE LAND?

So, how to connect with them in their native habitat? Are they really any different from everyone else?

KEY DIFFERENCES

• They’re digitally particular • They’re loyal – to a point • They’re intense • They deeply trust people they’ve never met • They expect you to fit into their lives

10 THOUGHTS ABOUT THEIR WORLD – AND WHAT THEY MEAN TO YOU

ONE: THEY’RE ULTRA-MOBILE

They’re dramatically more mobilethan previous generations. !

Build accordingly.

TWO: A MATTER OF TRUST

They trust people you and I have never heard of. !

Target accordingly.

THREE: THEY LIVE IN HD

They’re highly visual shoppers. !

So show them beautiful videos and beautiful photos.

FOUR: IT’S NOW OR NEVER

They will not wait.

FIVE: BE HUMAN

If you don’t care about them,don’t expect them to care about you.

SIX: ENOUGH ABOUT YOU

Brands: stop talking about yourself. !

Talk about them - with them.

SEVEN: TELL ME A STORY

They want to be entertained. !

So tell a broader story. !

[And don’t be uptight. Be fun – even funny.]

EIGHT: REBOOT ADVERTISING

They click on ads...

EIGHT: REBOOT ADVERTISING

They click on ads... !

... by accident

NINE: BUILD FOR THE MEDIUM

A tablet isn’t digital paper. !

Don’t treat it that way.

TEN: THE AGE OF CURATION

They’re social shoppers. !

And for many, publicly curating is a big part of their lives.

AND FINALLY...

If your web site sucks, you suck!

THANK YOU.

ANTHONY CITRANO VP Communications & Chief Evangelist, Verizon Digital Media Services July 2014

/acitrano