Home >> Marketing >> Article

GC: 5 ways to use data to befriend millennials--Ganga Ganapathi

06-February-2018
Font Size   16
GC: 5 ways to use data to befriend millennials--Ganga Ganapathi

Millennials fall in love quickly, but if disillusioned, may drop the object of their affections just as quickly. This is not a comment on their romantic proclivity but on the way they engage with brands that see wooing them as their most important step towards success.

Many marketers are thrilled with the growth millennials can bring to a brand, but rarely have the technology or analytical wherewithal to leverage data and insights to create deeper connections with this group of consumers.

Here are five practices to get started on the journey to becoming more data friendly in marketing and communication strategies:

1. Know that Big Data is created and consumed by Millennials

Millennials are truly digital natives. They've grown with, and helped grow digital technologies. They crossover between platforms with ease. They adopt new technologies like they were born to it. And everything they do generates data. Finding a way to harness this data can yield rich dividends for the marketer.

2. Look at audience numbers beyond the demographics

If you look for what's out there is terms of techniques, tools and data sources, it's possible to paint a rich picture of millennials that goes beyond the classic psychographics. Likes, associations, propensities, lifestyle indicators -are all insights marketers can use to reach consumers at moments of interest. But brands must be willing to make the technology and analytic investment required to activate these insights in real-time.

3. Think mobile first
Millennials consume 70 per cent of their content on mobile, making it their device of choice. Millennials believe what they see, and disengage just as easily if the experience is cumbersome or irrelevant. So marketers who see mobile as an extension of the desktop experience are bound to lose millennials, because any design that is not mobile first will never be good enough.

4. Create value exchange at the altar of rewards

When rewards are designed right, millennial are more willing to share personal information like location, interests and preferences to receive these rewards. But, if millennials are offering data, brands must be ready to leverage that data to deliver personalized experiences. The flipside is delivering irrelevant experiences that millennials ignore and as a result disengage from the brand.

5. Millennials value being acknowledged as individuals

The time has come for brands to make personalization a requirement. Millennials value being connected to brands, and brands that can achieve this will be rewarded with a relationship and loyalty. Using data to deepen an understanding of individuals, and creating relevant and real-time personalized experiences is what brands need to aspire to.

Millennials might be the best understood generation ever. It's up to marketers to decide whether they continue to hope for success using superficial data, or gather the courage to dive deep into real data and insights, to understand Millennials as individuals and reach them with personalized experiences.

Ganga Ganapathi is the Vice President at Epsilon Agency.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space