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5 new things to know about marketing to Millennials

(Business Marketing) Marketing to Millennials is often misunderstood, but there are some fundamentals every brand must understand in order to properly reach this young generation.

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Millennial marketing is an oft understood goldmine

In ComScore’s latest whitepaper, they examine why Millennials are so much more mobile than their older counterparts, as well as, five things every marketer should know to efficiently target them. Millennials are defined, in this report, as persons aged eighteen to thirty four. What differentiate them are their digital media consumption habits, most prevalent in their mobile usage.

Millennials are more likely to be open to embrace and engage via smartphone or tablet than older users. However, what is most remarkable is the greater percentages of Millennials are exclusively mobile users. Nearly one in fiver Millennials do all of their internet browsing, emailing, searching, social networking, and online news reading on a smartphone or tablet. This is in comparison to only five percent of 35-54 year-olds and only three percent of those 55 and older.

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Why? Most likely it has to do with the fact that this generation grew up adapting to technology and continue to do so. They were around when the internet was just starting to become what we see today. Millennials started out on dial-up, using AOL away messages much in the same way we use Twitter today: to express individuality and thoughts. They integrated technology into every aspect of their lives from research papers to sharing a conversation and were the first generation to do so. Now, they use Facebook, Twitter, and Instagram with ease. With smartphones everyone has information at their fingertips and have a hard time being without a connection to both technology and social media sites.

Five things to know about marketing to Millennials

So what five things do marketers need to know about targeting the Millennial generation?

  1. Millennials spend a full day of every week online and are mobile-heavy on their usage. This suggests that marketers need to ensure their ads and web sites are mobile-friendly.
  2. Millennials more likely own smartphones and have an affinity for iPhones. Creating an iPhone compatible app for your product or business can go a long way to reaching Millennial users.
  3. Millennials’ social activity is more fragmented, but Facebook still rules. Aside from the sheer volume of time Millennials spend on social networking sites, the most differing aspect is their fragmentation: they are active on all seven of the selected major networks, scattering themselves more than any other age group. However, Facebook remains the strong leader in the competition for consumers’ attention; at least three quarters of social networking time for each age group is spent on Facebook. So marketers should strongly consider Facebook ads and promotions.
  4. Millennials watch tv on their on schedule, making them harder to reach with tv ads. Millennials grew up with more TV viewing options than previous generations, and as a result they have very different video consumption habits. Millennials seek, and sometimes even expect, to watch TV when and where they desire. 90 percent skip ads when watching recorded TV, so advertisers and marketing professionals should think outside the box when it comes to their ads, especially in online media. Think: sidebar promotions, popup boxes, and banners across the bottom; something that cannot be “skipped.”
  5. Millennials view more digital ads and are better targeted, on average. The number of gross ad impressions provides an indicator of the volume of ads to which Millennials might be exposed, but it’s also important to consider how difficult it is to target a specific audience. The reality is Millennials are much easier to target compared to other age segments, simply because they are so prevalent in the marketplace, making them an extremely desirable marketing segment. As with the previous statement, think about how you market these ads and consider thinking outside the box at bit to make certain your ads reach your audience.
  6. In other words, Millennials are sponges

    As with any marketing campaign, knowing your audience is crucial, but knowing a bit more about your audience’s habits, lifestyle, and preferences can make all the difference. If you take nothing else away from this, make it this: Millennials are digital “sponges,” soaking up all the information they can. They enjoy receiving this information via mobile devices and do not have the patience to wait for commercials. So tailor your advertising accordingly and your campaign will be more successful with the Millennial generation.

Jennifer Walpole is a Senior Staff Writer at The American Genius and holds a Master's degree in English from the University of Oklahoma. She is a science fiction fanatic and enjoys writing way more than she should. She dreams of being a screenwriter and seeing her work on the big screen in Hollywood one day.

Business Marketing

Gloves that translate sign language in real time

(BUSINESS MARKETING) A new wearable tech translates American Sign Language into audible English in real time.

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Advancements in technology never cease to amaze. The same is true right this moment as a new technology has been released that helps translate American Sign Language (ASL) signs into spoken English in real time.

This technology comes in the form of a hand glove – similar looking on the front side to what one would wear in the winter, but much more advanced when in view of the palm. The palm side of the glove contains sensors on the wearer to identify each word, phrase, or letter that they form via ASL, and is then translated into audible English via an app that coincides with the glove.

This is all done in real time and allows for instant communication without the need for a human translator. The signals are translated at a rate of one word per second.

The project was developed by scientists at UCLA. “Our hope is that this opens up an easy way for people who use sign language to communicate directly with non-signers without needing someone else to translate for them,” said lead researcher Jun Chen.

The hope is to make communication easier for those who rely on ASL, and to help those unfamiliar with ASL adapt to the signs. It is thought that between 250,000 and 500,000 people in the United States use ASL. As of now, the glove does not translate British Sign Language – the other form a sign language that utilizes English.

According to CNN, the researchers also added adhesive sensors to the faces of people used to test the device — between their eyebrows and on one side of their mouths — to capture facial expressions that are a part of American Sign Language. However, this facet of the technology is not loved by all.

“The tech is redundant because deaf signers already make extensive use of text-to-speech or text translation software on their phones, or simply write with pen and paper, or even gesture clearly,” said Gabrielle Hodge, a deaf post-doctoral researcher from the Deafness Cognition and Language Research Centre (DCAL) at University College London. “There is nothing wrong with these forms of communication.”

What are your thoughts on this advancement? Comment below!

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Business Marketing

Stand out with video as part of your resume (but be careful)

(MARKETING) This new tool helps you stand out in the job market, as video now dominates – so it’s possible to use this to your advantage (with caution).

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In the midst of a pandemic, people are finding themselves thrust back into the job market sooner than expected due to mass company layoffs or underemployment as a freelancer. Fields are oversaturated and jobs are sparse so it can be hard to stand out in today’s job market.

Although standing out in the job market is hardly a new problem, that doesn’t mean it couldn’t use some new and creative solutions. One company, VCV.ME has designed a tool to help you get creative and stand out from your competition.

VCV.ME turns your traditional resume into a video à la Instagram stories.

The process is simple. You answer a few questions and upload a video of yourself then the tool will provide you with a sharable link.

VCV Founder and CEO, Arik Akverdian, believes that video is the future saying, “Video will represent 80% of all internet traffic by 2021 according to Cisco, and according to eMarketer 94.1% of millennial internet users were streaming digital video in 2019. With growing demand for video social media such as TikTok, Snapchat, Instagram stories, and others, we’re bringing the short video format to the job market.”

There are some obvious limitations to using this tool in your job hunt.

First, not all employers will take videos as part of an application both for technical and legal reasons.

On the technical side, many automated tracking systems are not designed to filter that kind of file, so there may not even be an opportunity to showcase it. That’s not to say there aren’t some work-arounds. Many job applications will have a place for applicants to link to their portfolio or websites. An alternate option for this tool could be to place the video introduction on your website.

Another problem with the tool is how it exposes candidates and hiring managers to bias.

As more companies work to remove bias from their hiring practices and hire more diverse candidates, a video intro just won’t fly. Some companies have removed names and even alma maters from their applicants in order to make more unbiased hiring decisions. A video introduction would expose many characteristics that people have conscious and subconscious biases towards such as race, gender, age, and ethnicity.

Although VCV.ME’s intentions are to help candidates stand out in the job market, it’s worth questioning whether they would be standing out for the right reasons, so tread carefully.

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Business Marketing

Why should you take Facebook’s ‘Summer of Support’ courses

(BUSINESS MARKETING) Every company can use a little marketing advice, well Facebook has partnered with big companies to give you some free digital marketing courses.

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Our world has turned into a place of upheaval and unrest and we are continuously surrounded by more and more evidence of it. One thing that the majority of us are constantly seeing is announcements from companies. Some of those are about closing hours, but others are more helpful. As they all attempt to get used to this new world that COVID-19 has created we begin to see some different tactics. Some are only politically motivated, but others are more focused on helping out their communities.

Earlier this week Facebook announced that they will be putting on a six-week digital marketing education series. This series will be an extensive collection of videos with a full in depth set of courses that will cover a large amount of topics. The company has put together a cast of renowned entrepreneurs for the presenters as well.

The topics will be done in themed weeks starting on June 24th, and running through the month of July. They include categories such “The Changing World” & “Resilience”. Focusing primarily on the world that is here and now, with recommendations on how to adapt to it. With this world in a constant state of flux the push for adapting to change and staying in front of the tide is crucial for a small business.

The next two courses will be going forward with discussing “Reinvention” & “Re-Emergence”. Encouraging struggling companies to take a serious look at their potential for moving forward, or changing the things that they can to stay more on top of their client base. They also plan on attacking the confusing world that we will have when things get closer to normal.

The last two weeks are focused on community and customer care, which is actually their names as well: “Customers & Commerce” & “Community”. These will help develop a sense of how your business affects your community and the impact you have on it. Keeping that in mind you can then develop a plan for how you want your community to see you and shape things within it.

These courses are all set up for free and open to anyone. With a completely online set up with their new “Summer of Support” mini-site they are prepped to reach millions of people. They’ve organized this with a range of partners as well: Dell, PayPal, American Express, & Small Business Roundtable. A helping hand for people who wouldn’t currently be able to source things like this.

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