Brands face steep challenges to engage with lucrative Millennial marketby
Brands need to determine how best to engage Millennials, but tapping into this market is rife with challenges, a loyalty expert is warning.
Various pieces of research have identified defining characteristics of Millennials, age 16-31 is that they have strong brand loyalty with 70% feeling that once they find a company or product they like, they keep coming back, and 80 per cent taking action for brands they trust.
“Increasingly, savvy brands will meet the challenges of marketing to Millennials by making their brand interactions social, mobile, and gamified in order to play on the human drives to bond and to explore,” Johnson added.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.