Marketing to Millennials

Reach the Largest and Most Influential Generation of Consumers Ever

 Marketing to Millennials

Authors: Jeff Fromm, Christie Garton
Pub Date: July 2013
Print Edition: $24.95
Print ISBN: 9780814433225
Page Count: 224
Format: Hardback
e-Book ISBN: 9780814433232

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Table of Contents

Contents

List of Figures xi

Foreword xiii

Acknowledgments xvii

Introduction 1

Influential and Active Consumers 2

What We Uncovered 4

CHAPTER 1

Who Are They? 7

The Participation Economy 8

The Old Framework vs. the Participation Framework 9

Friends Have Influence 16

Birth of the “Digital Native” 19

Optimistic Despite the -Roller--Coaster Economy 20

The Millennial Mindset 23

Chapter 1: Key Takeaways 27

CHAPTER 2

The New Rules of Marketing to Millennials 29

The “What” Generation? 30

An Enigma Generation? 32

Begin a Relationship Now, If You Haven’t Already 34

Younger and Older Millennials: A Difference? 37

Six Distinct Millennial Segments 39

Millennial Guys and Gals 47

Chapter 2: Key Takeaways 51

CHAPTER 3

Engage These Early Adopters of New Technologies 53

The Household CTO 55

“I Know More Than My CEO” 57

The Mobile Moment of Truth 61

Chapter 3: Key Takeaways 73

CHAPTER 4

Build a Listening and Participation Strategy 75

The Participation Economy 81

The “Right” Strategy 83

Engagement (New) vs. Interruption (Old) 85

Interaction (New) vs. Reaction (Old) 90

Engaged Participants (New) vs. Heavy Users (Old) 96

Personal Gestures (New) vs. Big Promises (Old) 98

Active Cocreators (New) vs. Passive Consumers (Old) 100

Chapter 4: Key Takeaways 104

CHAPTER 5

Make Them Look Good Among Their Peers 107

Hyperconnected and Always On the Go 110

Information Hungry 112

Gotta Look Good! 118

People Care About What I Say, Where I Am, and

What I’m Doing 120

So What Does This All Mean? 122

Chapter 5: Key Takeaways 124

CHAPTER 6

Design a Sense of Fun and Adventure 127

Market Disrupters Win Big 132

Comedy Natives 135

Generation Innovation 137

The Parent Trap 140

Chapter 6: Key Takeaways 143

CHAPTER 7

Don’t Give Them a Reason to Cheat on You 145

The Price Needs to Be Right 147

What Ever Happened to Brand Loyalty? 149

Up the Fun Factor 150

Rewards Work 155

Coupons Are King 158

Excellent Customer Service Matters, Too 159

Take Their Feedback to Heart 162

Brands That Care 163

Chapter 7: Key Takeaways 167

CHAPTER 8

Epilogue 169

Keep Up with Technology Trends 169

Engage Millennials in Everything You Do 170

Strive for Content Excellence 172

Good Content Is Key 173

No Brand Can Afford to Ignore Millennials 175

Notes 179

Index 193

About the Authors 201

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