That same old sales pitch will not work on the next generation of consumers. In fact, brands that rely on traditional marketing tactics are often perceived by millennials as too long, irrelevant, boring, and stupid. So marketers take note. If your advertising content is too “salesy,” you’re actually alienating millennials by giving them a negative customer experience.
The results of a recent study by NewsCred, a global leader in forward-looking marketing content and strategies, reveal that marketers can successfully build brand loyalty among millennials by generating content that is informative, authentic, meaningful, and actually relevant to the events in their lives.
The report titled, “The Millennial Mind: How Content Drives Brand Loyalty,” surveyed more than 500 U.S. millennials last fall. NewsCred found that over 60% of millennials viewed content positively when it was customized to their personal interests, was thought-provoking, and useful in helping them navigate their daily lives. This age group also likes to laugh. A full 70% said that they were likely to share content with their peers through social media if it was sufficiently humorous.
The simple fact is that millennials, a generation of young adults generally defined as those born between 1980 and 2000, are blitzed with more than 5,000 advertising messages every day. The tune-out factor is exceptionally high among this generation, and therefore, marketers must acutely engage millennials on their level to achieve brand loyalty.
“Millennials today value quality over quantity when it comes to content marketing,” Shafqat Islam, the CEO and co-founder of NewsCred, said in a release. “Millennials don’t want to have to work to find the value in a sea of sales messages. Brands can earn millennials’ trust, loyalty, and share of wallet with the right content – but they need to invest in being a helpful partner that respects the characteristics, interests, and qualities that make each millennial unique.”
Other key takeaways from the study show that nearly a quarter of millennials respond to a message when someone they respect delivers it; 62% said that they feel online content often encourages brand loyalty; and 77% thought that a great product does engender an affinity for the brand.
So if marketers can just hit the right notes, the potential to tap into the spending power of millennials, projected to be 1.4 trillion by 2020, is tremendous.