| Description |
1 online resource. |
| Series |
For dummies |
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--For dummies.
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| Contents |
Title Page; Copyright Page; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part 1 Getting Started with Marketing to Millennials; Chapter 1 Getting to Know Millennials; Discovering Why Millennials Matter; There is power in numbers; Millennials influence the economy; They're a connected generation; Leveraging Millennial Influence; Identifying key influencers; Nurturing relationships; Meeting Millennials Where They Are; Communication; Sharing; Decision-making; Chapter 2 Creating a Modern View of Millennials. |
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Understanding the Marketer's Perception of MillennialsExamining standard definitions that marketers use; Reviewing what marketers get right; Looking at what marketers get wrong; Recognizing common flaws in marketing campaigns; Finding the roots of the most common mistakes; The Millennial Mindset; Defining the Millennial; Identifying preferred Millennial media; Grasping the importance of relationships; Chapter 3 Creating Your Target Audience; Considering These Questions; What are your objectives by media type?; What does your ideal Millennial audience member look like? |
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How will the customer journey connect across various media?How do you prioritize target demographics and psychographics?; Can you define some of the segmented audience pocket umbrella categories right away?; Engaging Audiences on Different Media; Traditional media; New media; Running an Interest-Identification Audience Analysis; Using the Facebook Insights tool; Analyzing your analysis; Creating Segmented Audience Pockets; Identifying target audiences within your owned media; Categorizing target audiences within online public forums; Finding Millennials for brand awareness targeting. |
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Part 2 Creating Your Millennial Marketing StrategyChapter 4 Using Data to Build a Strategy; Recognizing the Value of Data; Raw data; Cooked data; Social media user data; Customer lifetime engagement data; Brand profile data; Visualized data; Big data; Small data; Competitive data; Transactional data; Pinpointing Key Indicators in Your Data; Outliers; Peaks and valleys; Correlations; Industry trends; Waste; Using Your Data as the Foundation of Your Strategy; Identifying Data Sources; Data from your owned media; Data from social media; Data from public channels. |
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Analyzing Your Data on a Regular BasisChapter 5 Connecting with Millennials on Traditional Media; Taking Advantage of Television (With or Without the Budget); Looking at Millennial TV viewing habits; Reaching viewers with the second screen; Using Twitter TV targeting to reach Millennials; Targeting Millennials with Print Media; Reaching Millennials in magazines; Connecting with Millennials through the use of newspapers; The case for investing in print media; The case for abandoning print media; Incorporating Email into Your Strategy; Creating messages specifically for email. |
| Summary |
Revealing what makes this darling demographic tick, this hands-on guide shows you how to adapt to new media, understand the 'sharing economy, ' and build meaningful relationships that will keep your brand, product, or service at the forefront of the millennial mind. -- Edited summary from book. |
| Bibliography |
Includes bibliographical references and index. |
| Subject |
Young adult consumers -- Attitudes.
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Generation Y -- Attitudes.
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Target marketing.
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Consumer behavior.
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Jeunes adultes consommateurs -- Attitudes. |
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Génération Internet -- Attitudes. |
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Cibles (Marketing) |
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Consommateurs -- Comportement. |
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Consumer behavior |
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Target marketing |
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Young adult consumers -- Attitudes |
| Other Form: |
Print version: Padveen, Corey. Marketing to millennials for dummies. Indianapolis, [Indiana] : John Wiley & Sons, Inc., ©2017 xvi, 336 pages --For dummies. 9781119369042 |
| ISBN |
9781119369028 (electronic bk.) |
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1119369029 (electronic bk.) |
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9781119369059 (electronic bk.) |
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1119369053 (electronic bk.) |
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