How to Adapt Your Marketing Strategy to Reach Younger Generations
Millennials and Gen Z rarely receive news and information via traditional media outlets — goodbye television, radio, and print marketing. Instead, their eyes and ears are hooked on content shared via digital platforms, from Twitter to Instagram, Snapchat and TikTok. For a brand to compete in today’s market, they need to show that they can withstand and evolve alongside this radical shift of attention. This is where Swish Goswami steps in.
At just 22 years old, Swish has built himself a multi-hyphenate career as a serial entrepreneur, a Fortune 500 consultant for Google and American Express, a venture capitalist, a UN Youth Ambassador, and a three-time TEDx speaker. He helps organizations stay on top of changing trends so that they can continue to get noticed in our fast-moving economy.
We spoke with Swish to gain insight into who these younger generations are, how they differ from previous generations, and how to best connect with them.
Attracting Younger Generations
Social media marketing is a relatively new concept and is a big differentiator for marketing towards Millennials and Gen Z. To get in front of the eyes of previous generations, companies had to go through radio and TV. But now, says Swish, when I’m watching TV and an ad comes on, that signals me to start looking at my phone.
Companies need to modernize and adapt their strategies to get to where these younger generations’ eyes are today — their phones.
And, Swish added, the other key to attracting Millennials and Gen Z is authenticity. These generations don’t want to be pandered to.
Don’t try to be everywhere, Swish warns. Do your homework to understand where your target audience spends their time and create targeted campaigns towards them, not general, blanket campaigns. Be clear about who you are going after, pinpoint where their attention is, and create targeted content to connect with them specifically.
This is why influencer marketing can be so successful — when done right, Swish added. When brands collaborate with celebrities or influential people, especially those idolized by younger generations, it can really speed up the marketing process because they already have a relationship with them. It only works though, he said, when that influencer has an engaged community and a genuine connection with the brand. This creates that authenticity that these generations are looking for.
Retaining Younger Generations as Customers
Companies who are cognizant of fan loyalty will see more returning and long-standing customers. Our generation especially, says Swish, is bombarded with so many buying options. It’s really important to differentiate yourself through your values and use them to create a better customer experience.
For example, he said, use your packaging to create more of a personal connection. Share a bit of your company’s story or include a reward for returning customers. That kind of attention can be the make or break for a company.
Two examples of companies doing it right are Burger King and Drop, a rewards app. So often the content that Burger King puts out on Twitter goes viral. They’re very nonchalant about it and nontraditional, but they’re also not disrespectful. Their unorthodox techniques put a smile on their customers’ faces, creating that positive association.
Drop, on the other hand, rewards clients with monthly discounts. This type of customer loyalty has led to several customers messaging them via social to thank them. This kind of word-of-mouth marketing can’t be bought.
It’s also important to employ sequential marketing strategies, Swish says, to stay present in your customer’s mind especially in today’s overcrowded market. You can combine this with storytelling to really amplify your marketing efforts and get noticed by your customers.
Swish shared four tips to help companies integrate effective storytelling into their marketing campaigns:
- Pinpoint a problem that your younger generation customers may be facing, and how your product or service can solve that for them.
- Present the solution in a creative way that emphasizes how other customers have used and benefited from your product.
- Create a sense of urgency — their life will be less satisfying without your product.
- Vividly portray how great your customer service is. They don’t have to worry about anything because you have their back.
Armed with this kind of story, create a well written post and a great video. Further illustrate it through compelling images so that you can share this content through multiple channels and create that sequential marketing strategy.
These simple additions to your marketing plan can help future-proof your business and ensure that your company is not only reaching younger generations but converting them into customers.
A disruptor, curator, and a builder, Swish Goswami shares his philosophies on the entrepreneurial hustle, personal branding, and the trends leading technology and business decisions today, to help individuals and organizations get noticed and engage in our fast-moving economy.
Swish is the co-founder of Trufan, an online platform that helps brands and influencers forge ties with their top fans. Through using Trufan data, clients have run campaigns with micro-influencers in their network and built a direct relationship with their audience.
Interested in learning more about Swish and what he can bring to your next event? Email us at [email protected].