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Engaging Millennials: Value trumps message

MARCH 22, 2017 Millennial Marketing Insight from HypeLife Brands: "Engaging Millennials: Value trumps message"

Millennials aren't the only ones feeling overwhelmed by the barrage of advertisements. A 2016 HubSpot survey showed 91 percent of respondents feel today's ads are more intrusive than they were just two years ago, and 79 percent feel retargeted ads are tracking them too closely.

Millennial consumers are known for being unresponsive to most forms of traditional advertising. They've grown up being hounded by ads targeted at them, making them largely resistant to traditional advertising efforts. In fact, the average click-through rate for online ads is just .17 percent.

And it's not just millennials who are feeling overwhelmed by the barrage of advertisements. A 2016 HubSpot survey showed 91 percent of respondents feel today's ads are more intrusive than they were just two years ago, and 79 percent feel that retargeted ads are tracking them too closely.

How to reach millennial consumers

So how can marketers break through the clutter of ads and deliver value to millennial consumers? It may seem tricky, but it's possible. Millennials still connect and engage with brands — they just do so differently than previous generations.

Instead of resorting to over-the-top marketing efforts, marketers should try to actively engage with millennials in meaningful ways. Consumers prefer brands with an authentic image, but authenticity isn't enough. It's better to add value to consumers' lives by providing relevant tools, tips, community platforms, and content.

And as millennials become parents, the opportunity for brands to add value has become clearer. Formula company Enfamil, for example, created a list of tips to help moms care for their babies with dairy allergies, which may strike a chord with mothers later as they stroll down the formula aisle. And Pampers'"Baby Poop 101"guide is likely to stick out in first-time moms'minds as they decide which diaper brand to use on their little ones. Rather than serve as advertisements, these items are simple tools to help make millennial moms'lives easier. In this case, help equals value.

How to add value to millennials' lives

If young parents find value in a brand's messaging, that brand is likely to see a boost in search rankings and website traffic as those consumers return for valuable content. And repeat traffic suggests viewers will share content with other young parents who would find value in it, ultimately leading to greater loyalty and more purchases.

Marketers should be asking, "What value can I bring to my consumers to build our relationship? How do I create and maintain that value?" The three following tips can help you establish a consumer relationship with millennial parents based on the value your brand offers them:

1. Understand who millennial consumers are and where they're going

You probably already have most of the data needed to see what's driving younger customers' motivations and brand choices from registrations or purchases. To fill gaps, marketers should survey millennial consumers, pull them together in focus groups, or analyze data from third parties.

Surveys and clickstream analysis can also reveal…[read the full article at]