Marketing to Millennials - July 2015

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  • The changing marketing landscape Jude Brooks

    July 2015Judebrooks.com

  • Trying to predict the future is like trying to drive down a country road at night with no lights while looking out the back window.

    - Peter Drucker

  • 4 BIG changes

    1. Technology2. Sharing3. Trust4. Media

  • 1. Technology

  • Disruptive

    Information at your fingertips Data & personalisation

    Hyper-mobility and connectivity Cloud technology

    Internet of Things 3D printing

    Seamless integration

  • Evolution of the web

    1990 2000 Brochureware

    2000 - 2010 Transaction

    2010+ Social Web

    Took pre-existing information and put it

    online

    Static contentNo social engagement

    Added in transactional capability. Some social

    bolt-ons

    Buy, Sell and ServiceLimited social engagement

    Sites being redesigned around people, not

    content

    Sites with in-built social sharing are thriving

    Web is being built around people and meaning

  • Evolution of social networks

    2008 2010 Worship

    2010 - 2013 Entertainer

    2013+ Value Exchange

    Social platforms as a temple to the glory of the

    brand

    All about the number of fans / followers

    Brands try to become entertainers

    All about the number of interactions

    Brands engage their audiences in a mutually beneficial relationship

    All about business objectives and purpose

    Social networks used for shared purpose

  • Coca-Cola Journey

  • 2. Sharing

  • Sharing is increasing

    We share MORE content

    From MORE sources

    With MORE people

    MORE often

    MORE quickly

  • We share because we care

    Anger Fear Happiness Disgust Surprise Sadness

  • We share for a reason

    To bring valuable and entertaining content to others To define ourselves to others To grow and nourish our relationships Self-fulfilment To get the word out about causes or brands

  • We share stories

    Simple Unexpected / different Concrete Credible Emotional / resonant

    Drama is anticipation mixed with uncertainty.- William Archer

  • 3. Trust

  • Especially Millennials They want lives that count, resonate and matter in human terms and its the failure to live that way that leads them to mistrust organisations. - Umair Haque, Havas Media Labs

  • Trust is changing

    Trust in authority declining:

    Banks NHS Legal system and police Politicians Church Media Celebrities

    So we trust each other more

  • Trust our networks

    People live in networks of small connected groups 150 is the maximum # of connections We turn to friends to help make decisions We are disproportionately influenced by our

    strongest ties

  • 4. Media

  • Media explosion

    Rise of mobile internet Proliferation of channels Media consumption increasing multi-screening Real-time agility Personalised, immediate communications

  • Its noisy out there

  • And Millennials?

  • Digital natives

    Connected 24/7 Expect businesses to keep up and engage appropriately Expect frictionless, speedy experiences as they multi-screen Empowered by information use social networks to stay

    informed and manage FOMO

    Understand the value of personal data value exchange

  • Passionate, meaningful lives

    Purpose and meaning matters greatly to them Global consumers collaborate across geographic borders They care about their community giving back Millennials work more closely together, leverage right and left brain skills, ask the right questions and take risks previous generations resisted. They truly want to change the world and use technology to do so.

    - Mike Marasco, NorthWestern University

  • Want to get involved

    Create and curate Creation means to make something valuable and share it with others. We do this because it's empowering and necessary for our world. - Liz, USA

  • So what does this mean for marketing?

  • Marketings role remains constant

    Marketing is the right product, in the right place, at the right time, at the right price.

    - Adcock

  • But decision journey more complex

    From To

  • So marketing needs to change

    FromStop/Start campaigns

    Interruptive ads

    Telling a message

    Focus on new customers

    Brand ads

    What you say

    ToAlways-on programmes

    Engaged participation

    Creating helpful utility

    Focus on loyalty

    Branded content

    What you do

  • And specifically for Millennials

    Find the insight that makes the difference

  • Geico Unskippable ads

  • And specifically for Millennials

    Find the insight that makes the difference Invite them to get involved / co-create, dont talk at them

  • Share a Coke

  • And specifically for Millennials

    Find the insight that makes the difference Invite them to get involved / co-create, dont talk at them Think mobile first - be frictionless, seamless and realtime

  • ebay

  • And specifically for Millennials

    Find the insight that makes the difference Invite them to get involved / co-create, dont talk at them Think mobile first - be frictionless, seamless and realtime Support their causes give them a reason to care

  • Volvo Life Paint

  • Takeaway Tips

    No-one has all the answers so test and learn Think digital and mobile from the start Find meaningful ways to connect Be authentic and act with integrity Be agile What you do is far more important than what you say

  • All about purpose and meaning

    What we believe will impact what we do, which is far more powerful that what we say.

    - Antony Mayfield, Brilliant Noise

  • Judes Law

  • Thank you!

    jude@judebrooks.com