With the rise of digitalization, the prevalence of social media, and the trajectory of the millennial population, the B2B and B2C marketing game is changing as we speak.
In fact, according to a study conducted by the Boston Consulting Group, the number of millennials will likely exceed that of baby boomers at 78 million to 56 million by 2030. When it comes to the consumer market, about $1.3 trillion in annual spending is already attributed to U.S millennials as well.
The future is millennial, and it is inevitable. For businesses to thrive in such a landscape, they should get started on establishing brand authenticity as soon as possible. This is in the case of both B2B and B2C marketing, as gaining and holding the attention of millennial leaders results in better lead generation and customers who help with an increased bottom line. After all, according to Boston Consulting Group’s research, millennials rated authenticity to be one of the most important aspects of being engaged and interested in a brand.
There are various techniques that can be used to increase brand authenticity for the sake of successful millennial B2B and B2C marketing. One of the best ways to do so is keeping your brand’s message relevant to them. Resonance within millennials is crucial, as this particular group’s response to content is very different compared to their parents and baby boomers.
According to the research, 69% of U.S. millennials have a positive outlook when it comes to their personal situations. Meanwhile, 60% of millennials reported that they are satisfied with their present lives, with 47% saying that they are engaged in enough fun activities. Moreover, compared to generation x individuals, twice as many millennials believe that their own generation will have a better life in the future.
That’s why it’s integral for your marketing content to be reflective of the optimistic personality of millennials. Some keywords to take into consideration when creating content for this target audience include “funny,” “hip,” “humourous,” “modern,” “rebellious,” “risk taking,” “savvy,” and “young.” These are words that millennials are using to describe themselves. So in order to make marketing messages relevant to them, your graphic design, writing style, and themes should reflect these keywords.
On this note, the visual component of your marketing materials should resonate with millennials. This is because there is more racial, ethnic, and even gender diversity when it comes to millennial groups. The more traditional imagery of a nuclear family structure is no longer the be-all and end-all. Instead, your materials should have a focus on group activities like eating out at a restaurant or travelling together.
Being able to reach out to millennials for B2B and B2C purposes is also a major component for the success of your business. Don’t be like any other company and focus too much on the more traditional forms of media like newspapers, radio, television. Instead, create authentic and innovative forms of media in order to engage your target audience. This can include the use of emails, marketing through their mobile phones, as well as collaborating with an indie band that millennials support.
The Find Your Audience team is experienced in and dedicated to cultivating brand authenticity. We do this by creating engaging content, connecting with influencers, and managing social media. To take your business to the next level and the future, shoot us a message at firstname.lastname@example.org. You can also hit us up by calling 647-479-0688.