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
