2018 marks a landmark year in the digital marketing world, and not just in light of recent scandals between Facebook and Cambridge Analytica and the implications for a user’s data security, or other widespread attacks on information via malware and other attacks.
No, 2018 is important because by the end of December every member of the so-called “millennial” generation will be old enough to buy themselves a beer.
In order to make sure you are reaching this crucial demographic with your digital marketing efforts, there are a few tools you should overlook at your peril:
It’s an over-used cliche, that of the millennial addicted to Twitter and Facebook, but it has been shown time and time again that young people will turn to the internet alone to interact with businesses and brands. New updates to many of these platforms’ algorithms, however, mean it is more expensive than ever to reach your customers through these channels.
As a result, your strategy must focus on engaging content that incentivises sharing, so that you get the most organic bang for your buck. Turn your customers into digital brand ambassadors and they will do the work that sponsorship money would usually do for you – at just for a fraction of the price.
Again, this should hardly be news to a seasoned marketer, but video content attracts 10 times the engagement of text or image based posts and is currently responsible for around 80 per cent of all internet traffic.
These rates are pushed up by millennials, particularly given the power of video to help create atmosphere and excitement among followers. You will also rank higher in news feeds by varying content and you will sooner capture the minds and imaginations of this demographic.
Millennials have never known a world without the internet, and are also a tech-savvy bunch, so staying ahead (or at least keeping up!) with their appetite for new technology is key. There are all sorts of developments worth staying abreast of that can not only boost the reach of your marketing, but unlock new possibilities for your company too.
AI is a great example, with machine-learning techniques applicable to your data approach and enabling you to hone your messaging to match particular audiences. Elsewhere augmented reality – as used by popular mobile game Pokemon Go! and several brands like Google, Coca-Cola and Starbucks – can be a powerful tool, even though it is in its infancy.