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Millennials want a more honest and direct dialogue with brands


Millennials want a more honest and direct dialogue with brands

Millennials, young people between the ages of 18 and 34, are one of the groups with the sweet tooth for brands. That’s why all marketers want to understand how they buy, how they relate to companies, or what makes them love (or hate) a firm. Columnist Erika Trautman analyzes the results of several recent studies for MarketingLand and the conclusion is clear: to seduce millennials you have to replace advertising interruptions with honest and direct interactions. And it is that the introduction of the Internet supposed a whole revolution in the behavior of the consumers, especially in those digital natives who grew accustomed to the bombardment of promotional messages through all the screens. Yet marketers seem to continue to believe that the only way to gain consumer attention is to disrupt their online phone numbers database free download (just as TV ads have disrupted shows for decades). The truth is that this more traditional online advertising is not working with the youngest consumers, who are also the ones who use ad blockers the most. But even when they’re not using them, they’re able to ignore all the digital banners or video pre-roll ads almost unintentionally. What works then? The dialogue: millennials want brands to interact in a direct and honest way, articulating their strategy through 3 factors that focus on the consumer: authenticity, choice and control.


Millennials don’t believe in brands so much Young people are one of the population groups most skeptical and with the least confidence in brands, and that is not something that advertising can change. According to a study by Elite Daily, only 1% of millennials think that a compelling ad could make them trust a brand more, because they know that ads are, by nature, fake. The same study shows that 43% of young people value authenticity over content when consuming news. Something that is corroborated by another NewsCreed report where it is revealed that 6 out of 10 millennials say that the authentic content of a brand, which they read online, makes them feel more connected and loyal to the brand in question. In other words, there is an emphasis on building authentic relationships with consumers, which is why blogging works so well with younger audiences. In addition, they want to be able to choose the content with which they interact But it is not enough to provide authentic content, millennials must Betting Email List it voluntarily (which again affects the need to evolve from messages that interrupt interactions that provide added value). A survey by Rapt Media found that almost half of millennials wanted to choose branded content that was relevant to them (something only 40% of consumers of other ages shared). Millennials don’t want ads to be shown to them; They want to find videos, articles or content that they find interesting. In fact, 60% of young people value being able to choose their own content, and 63% trust more in branded content that they discover for themselves. This influences all types of content: millennials want to customize their Facebook feed to receive the messages they place the most importance on, they want to be able to choose the type of promotional emails they receive and they even want to decide which ads to see. And this is closely related to the sense of control: consumers are now using an average of 10 different sources of information when making a purchase decision: that is, they actively seek brand information, but want to control how it reaches them. Also, 2 out of 3 millennials want to control the ads they see, and something marketers shouldn’t forget is that an ad they choose to see is much more powerful than one that interrupts their online entertainment. It is time to start a direct dialogue with consumers, but above all, to assume that trying to “sneak” ads to the Internet user is not successful.


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