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Millennials, the generation maligned by many and coveted by brands, represent a massive market.

As such, marketing to millennials seems a trend many brands eagerly – and often clumsily – pursue. With a population of over 76.6 million, millennials hold tremendous buying power and potential.

While they seem so different than other generations, do they really require their own special type of marketing? Let’s explore how to market to millennials – effectively.

How to Market to Millennials 

First, understand who encompasses the millennial generation. Many falsely believe millennials are all just twenty somethings living in mom and dad’s basement.

Researchers Neil Howe and William Strauss define the group as “as those born in 1982 and approximately the 20 years thereafter.”

In 2012, they defined the endpoint of the generation as 2004. Thus, the millennial generation spans those aged 12 to 34 and includes middle schoolers, high schoolers, twenty- and even thirtysomethings who actually work, own homes and have their own families.

Next, ensure you understand millennials before marketing to them. We love this infographic by CEB that reminds us what millennials care about.

YOLO – you only live once – resounds as the battle cry of this generation that seeks experiences over material items. They rank values such as happiness, passion, diversity, sharing and discovery higher than the more practical-minded and family-oriented values of boomers.

Knowing the values that drive this generation and gearing products, services and brands towards these values will help to reach these consumers.

No amount of marketing – no matter how funny, witty or engaging – will help a brand if the brand doesn’t deliver on the wants and needs of its potential customers.

Finally, consider how to reach them without looking like you are trying too hard. Nothing worse than the old person trying to be cool…  and just being straight-up lame!

Marketing to millennials by non-millennials has already proven challenging to some well-known brands. Employing emoji-only advertising to millennials certainly appears a clumsy attempt at reaching this demographic, particularly by a brand not particularly well aligned to the generation in the first place.

Bombarded by over 5,000 marketing messages a day, millennials have become quite adept at tuning out the noise – and most traditional advertising and marketing. So, how do you market to millennials?

4 Ways to Effectively Market to Millennials 

This article by Social Media Today suggests it’s time to move away from the idea of millennial marketing and focus on the basics of marketing for this audience – and all others; if your product, service or brand aligns with their wants and needs, reach them with thoughtful marketing – not gimmicky marketing such as ads with emojis.

Some key points:

• Don’t forsake your brand values to attract this group of consumers.
  Despite the size of this generation, a brand won’t be successful if it doesn’t stay true to its core focus and values. If the product or service doesn’t align with the values of the generation, marketing alone won’t solve the problem of reaching the generation.
• Develop brand trust and loyalty the old-fashioned way.
  Deliver what your consumer wants and needs, how they want it delivered. Motherhood and apple pie, right?
• Use content marketing.
  Don’t scream about your product – millennials, in particular, hear and see far too much junk. Instead, carefully add value through content marketing.
• Employ social media marketing.
  Often named the “selfie generation”, millennials live for their phones and the strong social networks they regularly access throughout the day. Savvy social media marketing – by brands and influencers who understand millennials and meet their needs – moves the needle with this audience.

How do you market to millennials?

As this generation grows up, its buying power will explode. Understanding the wants and needs of millennials and building products, services and brands tailored to those needs is the first step in capturing some of the market share.

Marketing alone cannot sway a consumer to make a purchase or commit to long term loyalty. But, savvy and sound marketing of the brands, products and services that align with the wants and needs of millennials will go far in capturing the minds, hearts and dollars of this audience.