Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

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9780814433225: Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever

The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of “cool” to their advertising are due for a rude awakening.

Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millenials:

• Value social networking and aren’t shy about sharing opinions • Refuse to remain passive consumers—they expect to participate in product development and marketing • Demand authenticity and transparency • Are highly influential—swaying parents and peers • Are not all alike—understanding key segments is invaluable.

Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

L'autore:

Jeff Fromm is Executive Vice President at Barkley, with over 25 years’ experience working with major brands including Hallmark, Sears, and PayLess.

Christie Garton is a lawyer, entrepreneur, (and Millennial) whose U Chic Media company (www.UChic.com) and best-selling college guidebook for women have received national attention.

Contenuti:

Contents

List of Figuresxi

Forewordxiii

Acknowledgmentsxvii

Introduction1

Influential and Active Consumers2

What We Uncovered4

CHAPTER 1

Who Are They?7

The Participation Economy8

The Old Framework vs. the Participation Framework9

Friends Have Influence16

Birth of the “Digital Native”19

Optimistic Despite the -Roller--Coaster Economy20

The Millennial Mindset23

Chapter 1: Key Takeaways27

CHAPTER 2

The New Rules of Marketing to Millennials29

The “What” Generation?30

An Enigma Generation?32

Begin a Relationship Now, If You Haven’t Already34

Younger and Older Millennials: A Difference?37

Six Distinct Millennial Segments39

Millennial Guys and Gals47

Chapter 2: Key Takeaways51

CHAPTER 3

Engage These Early Adopters of New Technologies53

The Household CTO55

“I Know More Than My CEO”57

The Mobile Moment of Truth61

Chapter 3: Key Takeaways73

CHAPTER 4

Build a Listening and Participation Strategy75

The Participation Economy81

The “Right” Strategy83

Engagement (New) vs. Interruption (Old)85

Interaction (New) vs. Reaction (Old)90

Engaged Participants (New) vs. Heavy Users (Old)96

Personal Gestures (New) vs. Big Promises (Old)98

Active Cocreators (New) vs. Passive Consumers (Old)100

Chapter 4: Key Takeaways104

CHAPTER 5

Make Them Look Good Among Their Peers107

Hyperconnected and Always On the Go110

Information Hungry112

Gotta Look Good!118

People Care About What I Say, Where I Am, and

What I’m Doing120

So What Does This All Mean?122

Chapter 5: Key Takeaways124

CHAPTER 6

Design a Sense of Fun and Adventure127

Market Disrupters Win Big132

Comedy Natives135

Generation Innovation137

The Parent Trap140

Chapter 6: Key Takeaways143

CHAPTER 7

Don’t Give Them a Reason to Cheat on You145

The Price Needs to Be Right147

What Ever Happened to Brand Loyalty?149

Up the Fun Factor150

Rewards Work155

Coupons Are King158

Excellent Customer Service Matters, Too159

Take Their Feedback to Heart162

Brands That Care163

Chapter 7: Key Takeaways167

CHAPTER 8

Epilogue169

Keep Up with Technology Trends169

Engage Millennials in Everything You Do170

Strive for Content Excellence172

Good Content Is Key173

No Brand Can Afford to Ignore Millennials175

Notes179

Index193

About the Authors201

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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Descrizione libro Amacom, United States, 2013. Hardback. Condizione libro: New. 231 x 152 mm. Language: English . Brand New Book. The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of cool to their advertising are due for a rude awakening. Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millenials: value social networking and aren t shy about sharing opinions; refuse to remain passive consumers - they expect to participate in product development and marketing; demand authenticity and transparency; are highly influential - swaying parents and peers; are not all alike-understanding key segments is invaluable. Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come. Codice libro della libreria AA39780814433225

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Descrizione libro Amacom, United States, 2013. Hardback. Condizione libro: New. 231 x 152 mm. Language: English . Brand New Book. The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of cool to their advertising are due for a rude awakening. Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millenials: value social networking and aren t shy about sharing opinions; refuse to remain passive consumers - they expect to participate in product development and marketing; demand authenticity and transparency; are highly influential - swaying parents and peers; are not all alike-understanding key segments is invaluable. Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come. Codice libro della libreria AA39780814433225

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Descrizione libro AMACOM. Hardcover. Condizione libro: New. Hardcover. 224 pages. Dimensions: 9.1in. x 6.0in. x 0.9in.The numbers cannot be ignored: eighty million Millennials wielding 200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of cool to their advertising are due for a rude awakening. Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millenials: value social networking and arent shy about sharing opinions; refuse to remain passive consumers - they expect to participate in product development and marketing; demand authenticity and transparency; are highly influential - swaying parents and peers; are not all alike-understanding key segments is invaluable. Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Hardcover. Codice libro della libreria 9780814433225

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Descrizione libro Hardcover. Condizione libro: New. 165mm x 241mm x 23mm. Hardcover. The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their busin.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 224 pages. 0.594. Codice libro della libreria 9780814433225

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