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and will use all digital media channels to
better understand a company before they do
business with it.
HOW TO GET THERE
For marketers, it is important to ensure
that a business is visible through the digital
communication stream whether it be a web-
site or, more important, social media. It is
easy and cost effective for a business of any
size to have a Facebook page, but the quality
of the content is the most important factor to
consider. A Millennial buyer will check a
company’s Facebook page to see if the com-
pany is loyal to its community, if it engages
its employees and if it interacts with cus-
tomers socially, among other factors. The dif-
ference between a company that earns a
Millennial’s business and one that does not
could simply be because one company didn’t
represent itself well online. That does not
necessarily mean the company is not actively
giving back to its community or does not
engage customers well—it just means that
those activities are not well marketed. It is
important for a business to frequently brag
about itself, its staff and its products online.
The interaction between a company and
a young buyer is extremely important.
However, the way a business connects with
these buyers may be unfamiliar within tradi-
tional marketing practices. Remember,
Millennials have never known a world with-
out technology and they use it to their advan-
tage in every aspect of life. There is no longer
a division between work and home life online
for young buyers. They seek out knowledge
about current affairs in the same space where
they will research a new company. They will
tell others about their weekend plans in the
same space where they brag about a new
company with which they are doing business.
THE PAYOFF
Dealing with a Millennial buyer is a lot
like flipping on a light switch. Once you are
able to connect with them and effectively inter-
act with them, all the other lights, like loyalty
and commitment, come on and stay on.
Millennials are quick to endorse a company
that they feel holds value to them. They believe
in speaking out about that company experience
and the value they obtained from those interac-
tions beyond the actual products received.
Millennials are more likely to purchase a brand
based on another person’s positive experience
and are more likely to seek out that informa-
tion online than through any other source.
One of the more notable research areas
which distinguishes Millennial buyers from
all others is their uncanny ability
to forgive a poor experience.
Because they are brand loyal,
young buyers will always seek ways
to forgive a poor experience so that
they can continue to work with
that company. This is important
because they are the most likely of
any previous generation to give a
second chance after a negative out-
come. This speaks to the amount
of work the Millennial buyer does
on their own to ensure the compa-
nies they do business with align
with their personal values. Because they value
the business for more than just the product,
they will return to it again and again because
it is important to them to stay loyal.
The Millennial marketplace is value-
and goal-driven above all else. Like the gen-
erations before them, Millennials are still
concerned about price. But, they will over-
look price for perceived value based on the
knowledge they have of the company itself.
Companies that have earned the brand loy-
alty of this generation are well known in the
Millennial demographic market.
There will be a continued ebb and flow of
consumer trends as different products strive to
meet the demands of a younger audience.
However, the messaging behind the products
holds the most value to this group. While
there is no exact formula to capture the atten-
tion of a Millennial buyer, the true test will be
in how that buyer responds to the relationship
a company is willing to develop with them.
Seth Barnett
, a member of the Millennial
generation, is PPAI’s diversity development
and engagement manager.
APRIL 2016 •
PPB
• 67
WHAT
MILLENNIALS
WANT
Millennials look for these qualities in
businesses they work with:
•
Transparency:
what the business
stands for
•
A solid web presence:
both the
website and social media channels
•
Positive reviews and feedback
from others
•
Community involvement
•
Employee engagement
•
Ability of the company
to blow
its own horn—and do it well