Here are four ways to make your website appeal to millennials. This can include points or rewards for repeated visits, referrals, or purchases. 1. That underscores why a number of lifestyle brands appeal to millennials by embodying the values, aspirations, interests, attitudes or opinions of this group of shoppers. Creating a transparent, simple loyalty program that is accessible via multiple channels is a winning strategy. 9 Ways to Appeal to Millennials. They have also found ways to give unwanted clothing a second life. While millennials share some preferences with previous generations, they also have differentiated generational traits and personalities. BlackRock Exec. Consumers share stories about their favorite products and why they keep using them instead of buying something new. Retailers need to have the confidence to ignore the many and target the few to drive increased loyalty and lifetime value. For example, heritage brands like Nike and Sony were cited across the board, while more hip or chic brands like Apple and Target appeared to have an edge with millennials. The following is a list of websites, mobile applications, and platforms that were created to engage millennial audiences and appeal to a younger generation of news consumers. Millennials like to generate their own content (pictures, social media posts, check-ins) and share the content of others. He has nearly two decades of experience in the consumer space, most recently as a managing director and head of the consumer retail group at Lazard Middle Market. The in-store experience is an important component of the purchase decision and many digitally native brands are catching on. Community-oriented millennials are reshaping the apartment industry as America's largest generation.“Community is really important,” said Lesley Lisser, Senior Director, Asset Management at Invesco.As the number of millennials renting apartment homes increases, experts believe their choice of where and how they live will impact the future of many cities, according to an Take a look around Lauren Ravitz’ website, we are positive you will enjoy your time spent learning something new and interesting. Online content marketing tycoon Hubspot reported that Internet users judge the aesthetic value of a website in as fast as one-fiftieth of a second. It is critical for brands to engage with millennials across multiple platforms, albeit on their terms and at the right time. The term “Millennials” refers to the 76.6 million people born between 1980 and the mid-2000s, one of the largest generations in history. For years now, mobile and desktop browsing have been nearly the same, with mobile edging on desktop slightly. Personalized, targeted promotions and discounts drive millennial loyalty. This category only includes cookies that ensures basic functionalities and security features of the website. Hunt’s ketchup is another top-selling food brand that wins out with millennials. © Copyright 2020 WebGeeks Marketing Inc - All Rights Reserved |. For example, 87% will search for discounts or wait for discounts when making a “significant” purchase, the majority are more likely to engage with brands on social media for promotions or coupons, and 67% will switch brands if they are offered a discount of 30% or more, according to the Roth Capital Millennial Survey and Forbes. More than 85 percent of millennials use smartphones. For example, 90% of millennials said brand authenticity is important when they decide which brands they like and support, according to a recent survey from Social Media Today. 7 Websites Millennials Love and Why. 1. Be online. However, they do say they would like to see more advertisements that appeal … It’s not optional. Millennials love a challenge. According to a study by comscore.com, 80 percent of millennials own a smartphone compared to just 40 percent of people 55 and up or 68 percent of people 35 to 54. That’s one reason why Instagram, which offers a simple, uncluttered environment, is such an effective marketing tool. Social media is incredibly popular with millennials, so if you want to engage with them you should make a concentrated effort to keep up with social media trends. This demographic of adults is so large that the number of millennials even … It includes a full kit of titles, openers, transitions, lower thirds, logo IDs, even social media templates. Millennials love the next big thing. A website should appeal to the generation it is targeting and if Millennials are part of your target market your website should appeals to them as well. That’s why hyper-connected, socially informed and knowledge-driven millennials are deeply suspicious of being “sold” a product. They are impulse buyers and love fast fashion. Brands need to remain true to their core values to effectively engage millennials. Stay up to date with the latest hashtags and popular events so that your posts are topical. 1. Websites That Appeal To Millennials Mobile. Speed is Key. One in three women have browsed secondhand goods in the last year, and the market is growing 24 times faster than that of traditional apparel retail. Research has shown that their values have been influenced from such historic events such as the Great Recession, 9/11, and the election of the first African-American president: Barack O… The following steps are a guide to help you when blogging for Millennials so that you attract and keep your readers—and convince them to share your posts. Many successful brands rely heavily on user-generated content (UGC) to drive significant traffic, particularly because search engines prioritize fresh and relevant content, and the steady flow of UGC improves their search rankings. Lindsay Picard, an associate at MidOcean Partners, also contributed to this article. Thus, when it comes to designing your website, it is vital that it appeals to this group of people. Millennials aren’t totally opposed to advertisements. They want authentic recommendations from real people for brands they can trust. Mobile-optimized. Social responsibility can take many forms. Millennials are reshaping the way that goods and services are being marketed by staying unresponsive to traditional marketing tactics. Across every platform, digital clarity and consistency is essential. Companies looking to appeal to millennials can learn from a few takeaways: Content is king. The value proposition can manifest itself in numerous ways by providing a community (i.e., Starbucks’ community-based program to help local causes), convenience (i.e., Amazon Prime’s offer of free two-day shipping), limited edition/exclusive merchandise/content (i.e., Kylie Cosmetics’ 20th birthday collection that sold out in less than 24 hours), luxury/aspiration (i.e., Rent the Runway’s service that lets consumers rent clothing they otherwise couldn’t afford) or innovation (i.e., Brandless’ non-branded goods that are accessible, affordable and transparent). Accessible luxury. Every aspect of your website must load fast and work well on mobile. Millennials are just as likely to browse the web on a mobile device as they are to be using a computer. Some critics think the time millennials spend on their smartphone or computer is purely passive and disconnects them from the world. That’s why 52% of millennials feel it’s important that their values align with their favorite brands, according to a recent survey done by Euclid, a shopping analytics platform designed to track customer behavior in retail stores. Millennials have a constant sense of urgency; if they don’t find what they’re looking for on your site within one or two clicks, they are likely to leave altogether and go to a competitor’s site instead. That mentality also has spawned the gig economy for clothes, cars and homes. Let us further discuss the design details that appeal to this generation. To engage this population, it makes sense to get on Snapchat. Its imagery and messaging is zealously focused on consistently conveying a lifestyle to their loyal following. They also tend to embrace business and government and believe they can bring about change. They’re more than likely tuned into their phones or devices, browsing the Internet for hours on end, and that’s your best avenue for reaching them. Understanding what the consumer wants and conveying how the product meets their needs at a particular price point is critical. US Videos How Advisors Can Appeal to Millennials Financial advisers must adapt their business if they want to appeal to the younger generations, says Kind Wealth's David O'Leary. Figure out how much is enough. You also have the option to opt-out of these cookies. Skip the TV and radio – millennials hardly pay attention or even use those anymore. This website uses cookies to improve your experience while you navigate through the website. I like … The term‘Millennials’ refers to people born in the late 70’s to early 2000’s. Eric Roth is a managing director at MidOcean Partners, a New York-based investment firm, who focuses on the consumer segment. For example, Nike’s recent social justice campaign featuring professional football player Colin Kaepernick was quite impactful: 34% of millennials said they were “more likely” to purchase Nike products. What are the best promos for capturing Millennials’ attention? A church website for millennials has to be mobile-friendly. AOL also extends its advertising to the social channels Millennials use every day. They want to be able to pick up or return online orders in a store, free-two day shipping and one-click shopping. After all, millennials grew up in the age of websites and social networking – from MySpace and AOL to … Frank Prinzivalli’s website is all about giving his users access to robust community information. While millennials value thrift, they also can be quite wasteful. Moreover, 85% of millennials use their phones for in-store assistance with a purchase. In fact, a recent Nielsen poll of millennial customers revealed that most millennials (75 percent) aren’t bothered by advertisements if the content they’re viewing is free. These cookies will be stored in your browser only with your consent. For example, online furniture brand Sofamania offers free two-day shipping, generating a competitive advantage in a large-item category like furniture where delivery speed is the exception. A contest to find the best photo or video will motivate millennials … Millennials are the generation of instant gratification, focused on speed, ease, efficiency and conviction. Consumers increasingly want to see brands make a positive impact in line with their personal values, while helping solve societal problems. Get access to essential strategic content, in-depth reports, industry intelligence, and exclusive data. Right at the center of the top toolbar as soon as you enter the website is a hidden drop down menu under the communities tab. Millennials have relatively little savings thanks to the tough job market they faced from 2007 to 2015, they job-hop more often than previous generations and they have an average of $42,000 in debt, according to Northwestern Mutual’s 2018 Planning & Progress Study. In fact, Google might not even show your site on their mobile search results. Social media, blogs, and popular discussion sites like Reddit are driven by … Holistic appeal to a lifestyle. Millennials are just as likely to browse the web on a mobile device as they are to be using a computer. After all, social media is increasingly fragmented; consumers engage on Snapchat, Instagram, LinkedIn, Facebook and a number of other platforms. Brands must capture millennials’ attention quickly and efficiently, which requires flexibility. For instance, REI’s Co-op membership program provides an annual membership dividend of 10% of their total spend. For example, 73% of all consumers shop in more than one channel, according to Harvard Business Review. It enables shoppers to buy from brands that they otherwise could not afford. That presents challenges because social media remains the narrative of millennials’ life, both personally and professionally. Consumers often use their smartphones to enhance their shopping experience, read reviews, research products, compare prices, find discounts and use loyalty cards. According to apparel reseller thredUP, millennials only wear an item up to five times before discarding it. Hi, this is Jessica with Tiny Frog Technologies and today I’d like to talk a little bit about your website and hiring millennials. The topic, “How to Appeal to Millennials”, has appeared on many a conference agenda and marketing plan, often accompanied by a stereotypical checklist of what defines a millennial mindset and what it takes for brands to resonate with them. After all, 88% of U.S. consumers will browse digitally before making a purchase, and nearly 50% of millennials prefer to do research online but buy in a store when making “significant” purchases, according to the Roth Capital Millennial Survey. Using social networks and digital media is second nature to them, so online contests will have great appeal. 2. And consumers who shop across multiple channels generate a 30% higher lifetime value, according to a recent International Data Corporation study. You don’t need a chatbot to appeal to Millennials, but be sure to keep the lines of communication to your business alive through: Email Skype ID Social media It is mandatory to procure user consent prior to running these cookies on your website. There are 56 million millennials in the U.S. workforce, making the generation born between 1981 and 1996 the largest workforce demographic in the United States. Millennials have an affinity for technology. Looks are everything. They are a critically important user group: many of them are studying for degrees, or beginning careers. So how can you incorporate this into your own marketing strategy? Touts Bitcoin’s Appeal to Millennials as the Asset’s Key to Longevity Eric Roth, managing director at MidOcean Partners. For example, Patagonia built its brand following by crafting content that aligns with its mission: “To build the best product, cause no unnecessary harm, use business to inspire and implement solutions to environmental crisis.” Most notable is its Worn Wear online store for used gear that leverages the connection between clothing and memorable experiences. Millennials are discerning shoppers who carefully weigh price and perceived value. And their influence is set to grow; U.S. millennials will outnumber non-millennials by 22 million by 2030, according to the U.N. Department of Economic and Social Affairs. Going back to the statistics above, Millennials use their mobile phones to browse the Web. As of 2018, all millennials, who are defined as being born between 1981 and 1997, are well into adulthood. Prioritize Social Media. The term millennial is typically used for the generation born roughly between the 1980s and mid to late 1990s and right now there’s a lot of talk about millennials and recruitment and hiring. Make sure your copy is succinct and easily understood, and all major questions are answered as quickly as possible. They want brands to emotionally connect the products they sell with the self-image of their core demographic. The 2018-2019 Roth Capital Millennial Survey found 83% of millennials trust peer reviews and 74% believe an influencer’s repeated use of a product is more important than a single endorsement. This website uses cookies to improve your experience. Todays young adults (aged 18 to 25) are a subgroup of the Millennial generation (which includes people born from 1980 to 2000). Aside from the search engine optimization benefits after Google started rewarding sites that are mobile-friendly, more and more millennials are accessing websites on their phone. An NGO that puts donors under one […] Copyright © 2020 Digital Commerce 360 | Vertical Web Media LLC, How luxury retailer Olivela gives back by selling luxury goods, Nordstrom plans to bring its omnichannel-focused stores to New York City, How omnichannel technology can help retailers meet consumers’ expectations, The good, the bad and the ugly of omnichannel, Too much omnichannel? Everything mobile. Apple News – This app for iPhone allows user to access news from a variety of major outlets in one place. Theyre starting to earn more money, and theyre … And this massive generation is about to enter its prime spending years. Millennials are thought to be one of the largest and trickiest groups of consumers to appeal to. User-generated content. Appealing to the generation through content strategy can … As a result, understanding what is important to millennials is essential to effectively market and build a brand targeting this group of consumers. It was in 1987 when researchers William Strauss and Neil Howe coined the term “Millennials”, the term refers to consumers born between the early 1980s to mid-1990s. Millennials are also loyal to brands that make their lives easier. Retailers should look for ways to weave technology throughout all of their marketing efforts. It’s also why UGC is so effective at capturing millennials’ attention on social media by appealing to the shopper’s “self-image.”. In the same vein, making reviews and testimonials available is important. These dynamics likely contribute to millennials marrying and having children later in life and drive them to embrace renting rather than owning. These cookies do not store any personal information. Lets take a step back for a moment and examine the Millennial generation. 74% of Americans prioritize experiences over products, and millennials are leading that charge, according to a study conducted by Expedia and the Center for Generational Kinetics. The millennial generation is very connected – most people in this demographic use Twitter, Facebook, or other social media sites. Price is the most important factor that determines whether a millennial makes a purchase. Merchants that understand the millennial mindset can differentiate themselves and build long-term, sticky relationships. Consider working a loyalty program of some sort into your website to encourage them to keep coming back for more. Millennial Appeal: How to Design a Website to Attract the Younger Audience John Stone December 9, 2016 1 Comment 0 539 As Baby Boomers slowly make their exit and Generation X and Millennials emerge, you need to take this into consideration when deciding how you’d like your website to … From customer reviews to user-submitted photos and video, millennial shoppers listen to their peers more than anyone else. While your company is probably already online, it’s important to understand that brands can only survive by just having a website, newsletter and subscriptions. Given millennials’ focus on value, the secondhand model works for several reasons: The RealReal has been one of the most successful resale sites and benefits from one of the aforementioned points that it provides millennials with access to otherwise out-of-reach luxury brands. Millennials also demand a customer-centric experience. Not all millennials are the same. That isn’t easy. The same study also found they spend nearly equal amounts on discretionary items (e.g., dining out and hobbies) and paying down debt. Focus on Innovation. The RealReal has been one of the most successful resale sites and benefits from one of the aforementioned points that it provides millennials with access to otherwise out-of-reach luxury brands. Retailers can find success making the consumer feel like she is getting more than she paid for. The millennial consumer aspires to a lifestyle that is both authentic and purpose-driven. So I am a millennial. Make sure your website is also mobile-friendly in order to increase your ranking on Google and ensure that you don’t frustrate those trying to access your site on a smartphone or tablet. Ecommerce can’t be transactional or clinical. Great reviews for your brand on social media and other sites like Yelp help your company build trust with new leads and prospects and gain the loyalty of your buyers. Millennials are the dominant users of Snapchat, with college students ranking it as their first, daily online stop. Connect the dots between online and offline Because of this, it is important for you to include links to social media pages where they can engage with you and your other customers. For example, 62% of millennials are willing to pay a premium for socially responsible brands, according to the Roth Capital Millennial Survey. Millennials have a constant sense of urgency; if they don’t find what they’re looking for on your site... Social Links. Since the caption on the logo reads 100% natural, that already resonates at a deep level with millennials. Some of them are starting families and buying homes. This generation decides where to eat based on Instagram pictures, chooses hair stylists from Facebook and has their groceries delivered to their door. Most of them are digital natives, meaning they grew up with access to digital communications technology. Millennials tend to like ‘games,’ points, and reward systems. But in reality, millennials tend to prefer an interactive user experience. With millennials entering their prime earning years, retailers need to understand that there are significant differences between millennials and previous generations. Focus matters. They are defined as individuals born between 1980 and 2000 and have been referred to as the always connected generation due to their close relationship with technology. Marketers’ holistic approach must be aware of the following: Brands cannot check every box, but assessing their strengths and weaknesses can shed light on opportunities to reach this generation of consumers with ample buying power that’s not likely to fade anytime soon. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. There’s surprising overlap when millennials and non-millennials are asked about their favorite brands, according to a Boston Consulting Group brand affinity study. There’s a strong need for retailers to connect the dots between their online and offline operations. Good customer reviews can go a long way when marketing to millennials and trying to convert them to customers. Necessary cookies are absolutely essential for the website to function properly. Digitally native, vertically integrated brands are dead; the path forward lies in being an effective omnichannel retailer, allowing consumers to browse, shop and buy across channels. The 18 to 24-year-old age group correctly identified the logo 41% of the time, versus 28% for people aged 65+. Many millennials would much rather watch a video than read a large block of text. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Website Design for Millennials: Style Details. We'll assume you're ok with this, but you can opt-out if you wish. The proliferation of digital marketing channels and shrinking consumer mind share (i.e., less social media) increase the complexity of decision-making about where to spend marketing dollars based on attribution. Match How Millennials Communicate. The membership builds enhanced customer stickiness and increases lifetime value. By both taking a definitive stance and injecting the brand into a hotly contested debate, Nike increased relevancy with potential customers. The demographic is more active online than any other. They are social offline and online and are more likely to use the internet as a platform to broadcast their thoughts and experiences and contribute to user-generated content. – Bazaarvoice When marketing to millennials , know that they don’t just want to hear what YOU have to say about your product, they want to hear what your customers have to say about it. Millennials are more cause-driven than any generation since baby boomers and gravitate to brands with a mission beyond their economic model. And with its use of gradients, and bright colors, along with stylish animations and playful layouts, it's a wonderful choice if you're trying to appeal to millennials. If it’s not mobile, they won’t stick around. Millennials are heavily influenced by social media, and so it should come as no surprise that they are the target of the messaging being displayed on such sites as Facebook, Instagram and Twitter. Leaders who communicate effectively can make a positive impact on our communities! Millennials favor more government involvement on many issues Rallying against big government might not have the same appeal to Millennials as it does for other age groups. Retailers should focus on experiences and engagement throughout the marketing funnel. Retailers should look for ways to be a relevant cog in a larger wheel of millennials’ lives. Photo and video contests. That enables the brand to stand for more than yoga pants. Other researchers call them “Echo Boomers” due to being children of the baby boomers (parents born during the post–World War II). Try utilizing video content whenever possible, including using video tutorials, testimonials, or other stories available on your site in order to keep them engaged, interested, and ensure they understand the point you are trying to make. Stat #3: 84% of millennials report that user generated content on company websites at least somewhat influences what they buy. Apparel retailer Outdoor Voices resonates with millennials by supporting active, female lifestyles. Creating a cross-media and cross-channel brand presence is critical. Technology-enabled. We also use third-party cookies that help us analyze and understand how you use this website. But opting out of some of these cookies may have an effect on your browsing experience. #3: Community Information. Customer attribution is hard. Millennials have different purchasing patterns than previous generations due to the rapidly changing retail environment. 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