As part of any marketing program, determining your audience and developing targeted messaging are key. Many B2B companies’ campaigns target older audiences with traditional consumer pathway thinking. Are you missing out on a valuable audience?
Millennials, born after 1981, are reaching the stage in their careers where they have decision-making power. The millennial generation now makes up over 25% of the population in the U.S., and should be a key target for most companies. Millennials’ purchasing activity and thinking is different from previous generations. They are much more hands-on in terms of product research before purchase, actively seeking recommendations before making purchasing decisions and engaging with brands they trust.
According to a study performed by AdWeek, 93% of millennials have purchased a product after hearing about it from a friend or family member. They tend to trust personal recommendations over claims made by a brand, and even value anonymous reviews on websites such as Amazon more than reviews on a company’s website.
- 93% of millennials read reviews before making a purchase
- 71% browse online and then purchase in stores
- 68% of millennials don’t care about celebrity endorsements
- 66% follow brands on social media
- 38% feel that brands using social media are more trustworthy and accessible
Purchasing trends show that younger audiences do their homework before they share their contact information with companies. They research products online, read reviews and ask friends and colleagues for advice before they contact a sales representative or request information online. How many new leads are you missing by not appealing to millennials?
Why You Should Care
Half of millennials talk to their parents every day. By reaching millennials, you also reach an older generation. Their role as influencers makes them invaluable as brand advocates both in social communities and with their friends and families. Millennials also tend to be early adopters when it comes to new products and technology, so reaching them early can make all the difference in the success of new products.