Marketing to millennials for dummies

Description

Revealing what makes this darling demographic tick, this hands-on guide shows you how to adapt to new media, understand the 'sharing economy,' and build meaningful relationships that will keep your brand, product, or service at the forefront of the millennial mind. -- Title Page Copyright Page Table of Contents Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here Part 1 Getting Started with Marketing to Millennials Chapter 1 Getting to Know Millennials Discovering Why Millennials Matter There is power in numbers Millennials influence the economy They're a connected generation Leveraging Millennial Influence Identifying key influencers Nurturing relationships Meeting Millennials Where They Are Communication Sharing Decision-making Chapter 2 Creating a Modern View of Millennials Understanding the Marketer's Perception of MillennialsExamining standard definitions that marketers use Reviewing what marketers get right Looking at what marketers get wrong Recognizing common flaws in marketing campaigns Finding the roots of the most common mistakes The Millennial Mindset Defining the Millennial Identifying preferred Millennial media Grasping the importance of relationships Chapter 3 Creating Your Target Audience Considering These Questions What are your objectives by media type? What does your ideal Millennial audience member look like? How will the customer journey connect across various media?How do you prioritize target demographics and psychographics? Can you define some of the segmented audience pocket umbrella categories right away? Engaging Audiences on Different Media Traditional media New media Running an Interest-Identification Audience Analysis Using the Facebook Insights tool Analyzing your analysis Creating Segmented Audience Pockets Identifying target audiences within your owned media Categorizing target audiences within online public forums Finding Millennials for brand awareness targeting Part 2 Creating Your Millennial Marketing StrategyChapter 4 Using Data to Build a Strategy Recognizing the Value of Data Raw data Cooked data Social media user data Customer lifetime engagement data Brand profile data Visualized data Big data Small data Competitive data Transactional data Pinpointing Key Indicators in Your Data Outliers Peaks and valleys Correlations Industry trends Waste Using Your Data as the Foundation of Your Strategy Identifying Data Sources Data from your owned media Data from social media Data from public channels Analyzing Your Data on a Regular BasisChapter 5 Connecting with Millennials on Traditional Media Taking Advantage of Television (With or Without the Budget) Looking at Millennial TV viewing habits Reaching viewers with the second screen Using Twitter TV targeting to reach Millennials Targeting Millennials with Print Media Reaching Millennials in magazines Connecting with Millennials through the use of newspapers The case for investing in print media The case for abandoning print media Incorporating Email into Your Strategy Creating messages specifically for email