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Marketing to Millennials: A Consumer Courtship

Posted on February 15, 2013 by Sivo Insights

Smart phones, iPads, Online Dating Sites, Texting & Social Media. These devices and platforms only begin to scratch the surface of the growing technology available to today’s Millennial consumers. With a constant stream of never ending information available at their fingertips, how does one go about marketing to one of the most over-marketed to generations? It turns out Millennials just want to be courted.

In a recent article by The New York Times, Millennial’s share their frustration about navigating their way through the murky waters of dating in a world enveloped by technology. Relationship experts suggest that all of this technology has hindered the process. “Traditional courtship — picking up the telephone and asking someone on a date — required courage, strategic planning and a considerable investment of ego (by telephone, rejection stings). Not so with texting, e-mail, Twitter or other forms of “asynchronous communication,” as techies call it. In the context of dating, it removes much of the need for charm; it’s more like dropping a line in the water and hoping for a nibble.”

If Millennials are hungry for a more traditional courtship in dating, perhaps companies should consider marketing to their Millennial consumers in a similar way. Instead of throwing a dart into the middle of the Millennial landscape and hoping that it sticks, what if companies put the time and effort into understanding their consumers on a personal level, court them if you will. In the article, a young tech entrepreneur Cheryl Yeoh summed it up quite nicely, “If he really wants you, he has to put in some effort.”

The relationship you have with your consumers should be no different. Just like a traditional courtship, understanding your consumer on a deeper level requires effort, strategic planning and investment. Will you do what it takes to understand your Millennial consumers? If you do, breakthrough insights and endless possibilities await.

 

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Insights Associate, Leading Consumer Packaged Goods Company

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