A customer centric approach transcends the silos of digital vs physical marketing by utilizing a marketing strategy that prioritizes the interest of the consumers.
It’s no secret that Millennials have high expectations for their customer experience and offer a fierce brand loyalty in return. Millennials may be the outspoken voice leading the charge, but they have a significant influence on family spend and older generations of consumers are quickly following suit, showing affinity to brands who engage them with quality and authenticity.
So what can brands do to engage with Millennials consumers in a way that translates across generations and stays authentic to your brand? We believe the answer is integrating a customer centric approach to your overall marketing strategy and engaging with customers in a way that’s flexible enough to evolve as they do. Read on for our pillars of a customer centric marketing approach.
- Customer Communication: How you’re interacting with your customer sets the tone for the rest of your relationship. Are you talking at them or having a conversation with them? Millennials has a strong focus on quality and authenticity and want to see the brands they interact with be paying attention to them. A two way relationship is more valuable than a one way impression [+] and once trust has been established with Millennials, the transparency with their interactions creates a more valuable direct to consumer relationship. Social media and influencer marketing are a great tool for this as the younger generation is comfortable being completely transparent enabling brands with the chance to develop tailored campaigns by deep diving into their local differences and interacting with them in the manner that reflects how they want to be engaged.
- Concurrent Messaging: Ensuring that all of your channels are working together to get your message across creates a seamless end to end experience for your customer. Millennials is the first truly digital generation and enjoy actively engaging with brands whether that’s in physical experiences, social media or even participating in product design when given the opportunity. A recent study [footnote to link] advises that the key to winning the affinity of Millennials shoppers is by engaging their creativity, and ensuring they feel their values and preferences are being authentically acknowledged. In exchange for this high level of activity, they also have high standards for the opportunities brands create for them to partner with and simply targeting them with digital advertising won’t cut it you have to build out multiple channels and use them to engage this audience on multiple levels.
- Dig into Authenticity: In a nutshell, don’t be fake; they’ll see right through you. Millennials is practical yet skeptical and prefers to interact with brands who lead with authenticity and individualization. Interestingly, one way to approach this is by incorporating AR/VR into your in-store and online experiences allowing customers to view actual product and use cases they might encounter in real life. By encouraging hands on experiences that give a sense of surprise and delight and then rewarding participants you give consumers a sense of being a part of something and are allowing them to authentically contribute to your brand.
Millennials are setting the stage for how brands interact with consumers going forward. While there will always be shifts in the nature of marketing and advertising, the core values remain the same- stay true to your brand promise and engage with your consumer on their level and adapt based on how they respond
If you’re interested in having a no-pressure evaluation of your consumer experience, we’d love to chat. Drop us a line at firstname.lastname@example.org.