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The average attention span of a human being is now just eight seconds, a second less than the attention of a goldfish, according to Microsoft. An increased use of technology has been blamed for this finding and the millennial demographic (those born between 1980 and 2000) are certainly the most impacted as the biggest users of digital devices. This information signifies new challenges for brands and advertisers wanting to capture the attention of a group which is already considered elusive and difficult to market to.<\/p>\n
Few millennials can remember life without the internet, smart phones and social media. Now busy, young adults, they are less persuaded, even sceptical, of traditional advertising forms. Their limited attention is constantly being contended for with an over-saturation of media through the digital devices they have become attached to. According to Nielsen\u2019s latest biennial Global Survey of Trust in Advertising, which polled 30,000 online respondents in 60 countries, personal recommendation (trusted to some degree by 81% of UK respondents) remains the most trusted form of advertising or communication, with the credibility gap widening between it and other formats. It now stands alone as the only format trusted by more than 60% of UK respondents. \u2018Consumer opinions online\u2019 (58%) is now the second most trusted format (up from fourth two years ago).<\/p>\n
So what should advertisers be focusing on to win back the attention of this valuable segment? These six insights provide a key to successful advertising when targeting millennials:<\/p>\n
Millennials are a tough group to impress, entertain, connect with and capture the attention of. But one appeal that never wavers is that of a creative and original campaign. Research has shown that half of a campaign\u2019s success is a result of its creative strength.<\/p>\n
Be innovative, be beautiful, stand out far from the crowd and aim to create a campaign that people will be talking about for years to come. Partner this creativity with data-backed decisions. What does data tell you about your audience\u2019s digital media consumption or online buying habits that could help shape your campaign? Millienials increasingly want to see campaigns that target them in a personalised way.<\/p>\n
Millennials develop resistance when they feel they are being directly marketed to. They value authentic encounters with brands through friends or people they trust. This explains the rising popularity and value of influencers who Nick Blunden, global managing director of The Economist, describes as a subset of millennials called the \u2018Gen-narrators\u2019. These Gen-narrators are always looking for interesting and useful content because \u201cthey curate, they consume and they create. And that\u2019s what makes them influencers,\u201d says Blunden.<\/p>\n
Influencers are fast becoming the new celebrities to the millennial generation. Brands who engage with influencers in the right way, and jointly inspire content, can benefit from their respected voices and platforms which invite brands organically into the habits, passions and lifestyle of their consumers.<\/p>\n
Millennials are attracted to the latest social media trends and innovations in digital technology. Brands need to stay on top of these changes and be ready to adapt their campaigns to capitalise on the popularity of new trends. It\u2019s not about choosing the most popular platform. Instead, developing a multichannel strategy allows you to tap into the multiple touchpoints that consumers are commonly engaging with.<\/p>\n
One trend worth embracing is virtual reality experiences which are set to be a huge hit with millennials. Research firm KZero estimates 24 million virtual reality units will be in operation by 2018. Marketers would be wise to look at innovative ways to integrate the virtual experience into their future content, anticipating the huge popularity and user potential predicted for this new technology.<\/p>\n
Another way to organically encounter millennials is through local marketing. Google has seen an increase in enquiries for words such as \u2018near me\u2019, closest\u2019 and \u2018nearby\u2019. In addition, a Google 2014 report found that 18% of local searches on smartphones led to a purchase within a day. And 61% of smartphone users say they\u2019re more likely to buy from companies whose mobile sites or apps customise information to their location. Having the world at their fingertips through digital technology has made immediacy and relevancy commonplace for millennials and local marketing feeds this hunger for instant gratification.<\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
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