- Don’t just talk about your brand’s true purpose, show it.
The Millennial generation offers the greatest opportunity for customer growth in most businesses today, however they represent the most well-informed and skeptical consumer in history. They don’t want to be ‘marketed to’ instead give them a lot of reasons to believe in your brand through ‘storytelling’ and ‘selfless’ content. To authentically win over this audience, brands must now demonstrate their purpose both by what they say and do.
- Integrate branding consistently across all media channels.
The proliferation of media options and fragmentation of customer audiences makes it vital to build frequency of message and consistent imagery across media platforms.
- Build for a mobile audience.
With Internet searches on smart phones and tablets now surpassing total search activity on desktop computers, it is vital for businesses to have digital and email marketing programs designed to adapt to the visitor’s device. Building responsive websites and emails that adapt to mobile devices should be central to all new campaigns.
- Use analytics to measure and guide your marketing program.
Free web analytics tools such as Google Analytics and campaign tracking tools in programs like AdWords make it possible to quantify success and calculate ROI in real time while you are implementing your marketing program.
- Conduct qualitative and quantitative research about your customers and potential customers.
The abundance of new data, social listening tools and access to affordable customer databases for surveys make it easier and quicker than ever before to add certainty to message creation and media channel selection for the marketing of your brand.
- Publish a brand guideline for your employees.
Having an onboarding curriculum for new employees is critical to ensure they understand what you stand for and how to represent your brand to your customers. Remember, more and more of your employees will be Millennials. The same purpose-driven messages that attract Millennial customers to your brand will make Millennial employees authentic advocates for their employer.
- Create content your customers will actually use.
The deluge of content marketing from brands during the past two years has created the clutter that advertisers hoped to avoid. Focus your efforts on only giving your customers timely, relevant content that helps them in their daily lives. They will reward your brand with both their attention and their wallet.
- Staff for social customer service.
Understand your customers are now choosing social media channels for customer comments, questions and complaints. Consider social media the new telephone room for your customer service department and have them quickly respond to customers online. The result will convey incredible respect to your customers and convince them to more frequently purchase your products or services.
- Collect customer data and use it to more effectively engage them.
Customer Relationship Management (CRM) programs assist marketers in collecting and storing useful data about customer preferences. Focus your marketing on moments in the customer’s path to purchase and the lifetime value of your customers will increase.
- Although the Internet provides global reach, all marketing is local.
In 2015, even brands with thousands of locations in the world will be focused on generating customer traffic at the local store level. With a majority of customers now using mobile devices, data collection such as location services and geo-targeting will make it possible to identify potential customers near every store and invite them in with relevant and immediate offers.