Business

The Rise of Millennial Targeting

The inception of the Internet has made the art of brand building on the digital front an intricate process. This has evoked a strong sense of future proofing age-old traditional brands that have thrived in the non-technology era. Thus, having a strong foothold on granular understandings of the consumer base, digital marketing agencies is undergoing a massive change. Building a brand online is not an easy task and the marketers tend to reach out to a large consumer base based on a range of demographic data along with preference-based marketing.

These days, the marketers have devised new methods of clustering a specified group of audience and rally them upon multiple devices. They can further measure the engagement based on multiple parameters and touch points and formulate constructive and comprehensive roadmaps for conversions. This new trait enables the digital marketing agencies to become strategic a strategic guide to their clients. They have the liberty to determine what worked and what did not with ease and soar up the ladder of digital success.

Demographics and the consumer behavior

Primary and secondary target audiences are made based on the brand and its offerings. A lot of strategy and planning goes behind formulating the same and the marketers need to have a strong understanding of the market usually divides the consumers. For it is essential to understand the marketing dynamics before venturing into careful segmentation. The two main target groups comprise of the Gen X and the Gen Y. The Gen X usually consists of people born between the years 1964 to 1976 and have usually succeeded the baby boomers generation. The Gen Y forms the next batch from 1977 to 1994 and is largely known as the millennial generation. To some of the marketing specialists, The Millennial Marketers form the base of a successful digital marketing campaign.

The millennial marketing

The Gen Y is famous for adapting to changing technologies and not clinging on to the above the line methods of advertising like the Gen X. While some marketers consider the millennial generation to be enigmatic and easy to reach out to, another lot struggles to engage them successfully. There is a lot of intricacies involved in understanding this particular generation, as you cannot put them under one category.

Each of them exhibits a different lifestyle and subcultures and it is not feasible to streamline them. Therefore, by running campaigns for the millennial class, the marketers are able to grasp the latest globalization trends and rising social media amplifications.

The way forward

The Millennial Marketers largely constitute 81% of the social media populace and technological advancements like big data call for multiple resources. Big data enable better marketing push and quick conversions across the sale funnel. Big data is often used for ad testing and research shows that 42% of the Gen Y marketers tend to use it on the millennial for better insights. As Gen Y marketers, they understand the importance of social proofing and have a certain knack to identify the influencers to drive engagement.

About the author

Saurabh Saha

Pursuing MCA from the University of Delhi, Saurabh Saha is an experienced blogger and internet marketer. Through his popular technology blogs: TechGYD.COM & Sguru.org, he is helping several brands to gain exposure in front of high-quality web visitors.

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