This becomes even more true when we are addressing millennials .
Classic B2B marketing, too often oriented towards the old school made of big words and superfluous turns of phrase, is increasingly distant from everyday life and from current language.
In addition to this, there is a very relevant point: Millennials are part of the workforce. It is a fact, just look at your own company to realize it. You recognize them immediately: they are the hyperconnected ones , those who saw Will Smith acting in “The Fresh Prince of Bel Air” and the first Game boy with Tetris, those who fiddle with the Smartphone and who are always looking for the latest news .
73 % of millennials in companies are currently involved in decision-making and development processes . And 84% no longer trust traditional advertising.
This means only one thing: for the good of your business you must learn to talk to them .
Use Videos and Share Values
They are between 22 and 37 years old , they are digital natives and they have seen technology at its best. Every time you decide to talk to them you have to consider these elements.
29% of millennials prefer video format and listen to podcasts , 72% prefer to inform themselves by downloading materials such as case studies , white papers , brochures , webinars and infographics .
They feel connected to values such as respect for the environment, animal welfare, equality and freedom of opinion. They strongly believe in corporate culture and social commitment .
If you want to make a successful campaign you have to leverage this, values and favorite tools .
That's what IBM did with its #WorldRhinoDay campaign . IBM's mission was to raise ghana phone number library awareness about the plight of the endangered African rhinos. In the video posted online on social media using the hashtag #WorldRhinoDay, IBM showed how IoT technology can be used to protect and safeguard the animal.
This campaign has allowed us to reach the hearts of millennials, positioning ourselves in their minds as a brand that strongly believes in positive values . Furthermore, using the video format has given a great boost to the diffusion of the campaign: 52% of marketers in fact state that this format is the one with the highest ROI .
Be active on social channels
TV has increasingly lost its position as the main medium, making room for new media .
So, let's give the green light to social networks : 89% of millennials say they use online platforms to access news and stay informed.
Hootsuite , for example, is a brand to get inspired by.
On every social network he manages to convey his identity well, collecting likes and comments in large quantities.
Its strength also lies in its good differentiation of language on the platforms: playful and dedicated to corporate culture on Instagram and Snapchat , where they have fun posting irreverent photos and videos of employees, and more serious and professional on LinkedIn , where they instead give concrete suggestions regarding the strategies to apply.
