‏132.00 ₪

Marketing to Millennials For Dummies

‏132.00 ₪

ISBN13

9781119369042

יצא לאור ב

New York

זמן אספקה

21 ימי עסקים

עמודים

360

פורמט

Paperback / softback

תאריך יציאה לאור

23 ביוני 2017

Millennials make up the largest and most valuable market of consumers in the United States--but until you understand how to successfully market to them, you may as well kiss their colossal spending power away. Containing data, research, and case studies across a variety of industries, this book may provided a road map for winning over this coveted crowd.

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פרטים

Market effectively to the millennial mindset Millennials make up the largest and most valuable market of consumers in the United States but until you understand how to successfully market to them, you may as well kiss their colossal spending power away! Packed with powerful data, research, and case studies across a variety of industries, Marketing to Millennials For Dummies gives you a fail-proof road map for winning over this coveted crowd. Millennials are projected to have $200 billion buying power by 2017, and $10 trillion over their lifetimes and yet industries across the board are struggling to garner their attention. 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. * Identify key millennial characteristics and behaviors * Grasp and adapt to millennial economic realities * Reach your target audience with integrated strategies * Build deep, lasting connections with millennials Get ready to crack the code millennials are a mystery no more!

מידע נוסף

מידע נוסף
עמודים	360
פורמט	Paperback / softback
ISBN10	1119369045
יצא לאור ב	New York
תאריך יציאה לאור	23 ביוני 2017
תוכן עניינים	Introduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 2 Beyond the Book 3 Where to Go from Here 3 Part 1: Getting Started with Marketing to Millennials 5 Chapter 1: Getting to Know Millennials 7 Discovering Why Millennials Matter 7 There is power in numbers 8 Millennials influence the economy 9 They're a connected generation 11 Leveraging Millennial Influence 12 Identifying key influencers 12 Nurturing relationships 15 Meeting Millennials Where They Are 16 Communication 17 Sharing 18 Decision-making 18 Chapter 2: Creating a Modern View of Millennials 21 Understanding the Marketer's Perception of Millennials 21 Examining standard definitions that marketers use 22 Reviewing what marketers get right 25 Looking at what marketers get wrong 26 Recognizing common flaws in marketing campaigns 27 Finding the roots of the most common mistakes 27 The Millennial Mindset 28 Defining the Millennial 28 Identifying preferred Millennial media 29 Grasping the importance of relationships 30 Chapter 3: Creating Your Target Audience 31 Considering These Questions 32 What are your objectives by media type? 32 What does your ideal Millennial audience member look like? 32 How will the customer journey connect across various media? 33 How do you prioritize target demographics and psychographics? 34 Can you define some of the segmented audience pocket umbrella categories right away? 34 Engaging Audiences on Different Media 35 Traditional media 35 New media 39 Running an Interest-Identification Audience Analysis 43 Using the Facebook Insights tool 45 Analyzing your analysis 48 Creating Segmented Audience Pockets 50 Identifying target audiences within your owned media 50 Categorizing target audiences within online public forums 51 Finding Millennials for brand awareness targeting 52 Part 2: Creating Your Millennial Marketing Strategy 55 Chapter 4: Using Data to Build a Strategy 57 Recognizing the Value of Data 57 Raw data 58 Cooked data 58 Social media user data 58 Customer lifetime engagement data 59 Brand profile data 59 Visualized data 60 Big data 61 Small data 61 Competitive data 62 Transactional data 64 Pinpointing Key Indicators in Your Data 65 Outliers 65 Peaks and valleys 66 Correlations 67 Industry trends 67 Waste 69 Using Your Data as the Foundation of Your Strategy 69 Identifying Data Sources 70 Data from your owned media 70 Data from social media 73 Data from public channels 75 Analyzing Your Data on a Regular Basis 76 Chapter 5: Connecting with Millennials on Traditional Media 79 Taking Advantage of Television (With or Without the Budget) 80 Looking at Millennial TV viewing habits 80 Reaching viewers with the second screen 81 Using Twitter TV targeting to reach Millennials 83 Targeting Millennials with Print Media 86 Reaching Millennials in magazines 86 Connecting with Millennials through the use of newspapers 87 The case for investing in print media 88 The case for abandoning print media 88 Incorporating Email into Your Strategy 89 Creating messages specifically for email 89 Tying email into your traditional and new media strategies 90 Building subject lines and headings that generate opens 91 Chapter 6: Engaging with Millennials on New Media 93 Using Facebook at the Core of Your New Media Strategy 94 Utilizing Facebook features 94 Analyzing your Facebook audience 95 Developing targeted content strategies 99 Creating a Facebook Content Strategy Geared Toward Millennials 100 Tone of voice outline 100 Editorial calendar structure 102 Considering thematic content development 107 Developing hypertargeted content 109 Building a Relationship with Your Millennial Audience on Facebook 111 Hypertargeting 111 Exclusivity 111 Responsiveness 112 Consistency 112 Value 113 Advertising to Millennials on Facebook 113 Launching your campaign 113 Making your campaign more successful 117 Chapter 7: Communicating with Millennials Using Twitter and Video 119 Determining How Millennials Use Twitter 119 Building a content strategy for Twitter 120 Analyzing your Twitter audience 121 Planning content strategy segmenting 123 Choosing content for Millennials 125 Developing Your Editorial Calendar 126 Repurposing your content on a rolling basis 127 Keeping your schedule flexible 127 Planning for themed content 127 Leveraging insights 127 Determining your evergreen content 128 Making time for promotional content 129 Developing Twitter Content 129 Evergreen content 129 Promotional content 130 Third-party sourced content 130 Reaching Millennial Twitter Users 131 Targeting Millennials in Twitter ads 131 Running campaigns on Twitter 133 Using advertising best practices on Twitter 134 Engaging with Your Audience Using Video 135 Creating video content that resonates with Millennials 136 Looking at content types 137 Making your content work 138 Soft-selling your brand with video content 139 Chapter 8: Using Native Mobile Social Media 141 Delving into Instagram and Snapchat 141 Creating a Strategy to Reach Millennials on Instagram 142 Leveraging influencer marketing on Instagram 144 Advertising best practices on Instagram 146 Navigating Snapchat 147 Encouraging engagement 148 Using content best practices on Snapchat 151 Chapter 9: Creating a Multichannel Media Strategy 153 Grasping the Unity of Media Types 153 Developing a Unified Omni-Channel Communications Strategy 155 Identifying opportunities by media type 155 Choosing the right media for your objectives 156 Establishing engagement goals by media 158 Creating content that appeals to Millennials on each channel 160 Determining KPIs 161 Targeting Your Strategy to Millennials 168 Creating a seamless content experience 169 Personalizing the content experience for Millennials 169 Chapter 10: Creating a Mobile Strategy Tailored to Millennials 171 Establishing Mobile-Specific Goals 172 Data collection 172 Online-to-offline conversion 173 Customer service 173 Behavioral segmentation and targeting 173 Experience personalization 174 Creating Mobile-Specific Content for Your Website 174 Creating a fully responsive site or mobile version of your website 174 Adapting your existing webpages to mobile 176 Using Social at the Core of Your Mobile Strategy 177 Targeting Millennials with Mobile Advertising 179 Search advertising on Google 179 Display advertising 181 Facebook Audience Network advertising 182 Twitter advertising 183 Instagram creative campaigns 189 Snapchat's ad options 190 Running a Cohesive Mobile Campaign That Targets Millennials 192 Chapter 11: Conducting a Millennial Marketing Strategy Audit 193 Cornerstones of a Strategy Audit 193 Reviewing the Foundation of Your Strategy 194 Objectives 194 Key Performance Indicators (KPIs) 194 Benchmarks 195 Data 195 Audience segments 195 Selected media 196 Evaluating Your Objectives 196 Progress 197 Restructuring 197 Creation 198 Examining Your KPIs 198 Pacing Your Audit 200 Identifying New Opportunities with Data 202 Outliers and influence points 202 Dramatic rates of change 203 Sustained highs 204 High-value correlations 204 Auditing Your Individual Initiatives 204 Measuring against established benchmarks 205 Re-evaluating your target Millennial audience segment 205 Recognizing the reasons to end an initiative 206 Part 3: Analyzing Millennial-Specific Engagement Opportunities 207 Chapter 12: Utilizing the Share Economy 209 Positioning Your Brand Around Sharing 209 You have an active community forum 210 You have a peer-to-peer opportunity 210 You can afford short-term opportunity costs 210 Your product or service has an online component 211 Establishing a Voice 211 Mapping out your target audience 212 Creating a content strategy 213 Running a Niche Campaign for the Share Economy 215 Encouraging Audience Participation 216 Reach out to your existing database 216 Leverage native video ads 217 Target ads to the share economy audience 217 Develop incentivized adoption schemes 217 Measuring Results 218 Is the goal to build a new community? 218 Are there secondary goals that extend beyond the share economy? 218 Should you place a timeline on secondary goals? 220 Chapter 13: Leveraging the Desire for Experience 221 Creating a Brand Experience Strategy 221 What is the ideal medium for a first interaction? 222 Where will your efforts to educate switch to efforts to sell? 223 Will you invest in establishing multiple entry points? 223 How does the experience differ from prospects to customers? 224 An example road map 224 Identifying Touchpoints for Your Audience 225 Checking Off Elements for Each Touchpoint 226 Developing a Customer Relationship 227 Engaging users with conversational content 227 Sharing useful information that highlights your expertise 227 Offering first-time customers specials, freebies, or deals 228 Building trust by sharing third-party content that mentions your brand 228 Segmenting Your Content 229 Creating experience-specific content 230 Unifying your content across every channel 232 Integrating the Experience for an Omni-Channel Strategy 233 Creating an identifiable theme 233 Using a tracking mechanism 234 Repeating the campaign title or slogan on all media 234 Facilitating movement in any direction 234 Ensuring that all assets are easily discoverable 234 Tracking the Brand Experience Across Different Media 235 A tag management system 235 Trackable links 236 Segmentation of data 237 Running Brand Experience Campaigns 237 Increasing brand engagement 238 Driving up brand awareness 239 Building a new, segmented audience 239 Selling more product 239 Garnering customer loyalty 240 Fostering relationships 240 Launching a well-rounded campaign 240 Chapter 14: Mastering the Market of Demand 243 Evolving Your Organization to Cater to Demand 243 Offering digital access to your product/service 244 Functioning in real time 245 Focusing on mobile as a stand-alone platform 245 Creating On-Demand Services 245 Tailoring your product to the demand economy 246 Building your on-demand audience 247 Identifying communications opportunities 249 Building a Real-Time Response Strategy 250 Communicating with your audience in real time 250 Getting started with automated replies and bots 252 Leveraging alternatives to popular platforms 255 Building Out the Components of Your Real-Time Strategy 256 Audience identification 256 Primary objectives 257 Secondary objectives 257 Opportunity indicators 257 Social care 258 Real-time communications playbook 258 Chapter 15: Adjusting Strategies for Millennial Consumption Habits 259 Looking at Crucial Media Types 259 Examining video's impact on consumer brands 260 Creating your video content 260 Utilizing top video types 262 Running Social Care Programs on Various Media 263 Dealing with assumptions about your social care program 263 Choosing networks 265 Considering elements that go into a social care strategy 266 Integrating email into your marketing strategy 268 Building Lasting Relationships 269 Running multiple audience analyses 270 Building out smaller audience segments 271 Creating content strategies based on audience traits 272 Running an ongoing, automated audience audit 274 Managing a Brand Crisis 275 Creating multiple strategies 276 Detailing the components of a crisis strategy 278 Managing a crisis 280 Chapter 16: Cause Marketing with Millennials in Mind 283 Recognizing Opportunities to Align with a Cause 284 Making the right choice 284 Looking for cause affiliations in an audience analysis 286 Identifying a cause that aligns with your brand 288 Marketing Your Brand with a Cause 290 Establishing objectives associated with your brand and the cause 290 Leveraging cause marketing for brand growth 292 Using Your Cause to Build Relationships with Millennials 293 Avoiding Damage to Your Brand 294 Part 4: The Part of Tens 297 Chapter 17: Ten Successful Marketing Campaigns That Won Over Millennials 299 Domino's Tackles Snapchat 299 Nike's Experiences on Instagram 300 Chipotle and Digital New Media 301 TOMS Focuses on a Cause 301 Dollar Shave Club Picks Price and Viral Videos 302 Uber Develops Millennial-Friendly Campaigns 303 Coca-Cola Plays the Name Game 304 Adblock Plus Identifies a Need 304 Hendricks Makes Gin Cool 305 Best Western Caters to One Group 305 Chapter 18: Ten Mistakes Marketers Make When Marketing to Millennials 307 Assuming Laziness 307 Assuming Selfishness 308 Assuming Vanity 309 Assuming Frugality 310 Assuming Ignorance 310 Focusing on Age 311 Ignoring the Mindset 311 Focusing Only on the Campaign 312 Aggressively Selling 312 Ignoring the Relationship 313 Chapter 19: Ten Quick Tips to Keep Top of Mind 315 Start with Data 315 Remember the Psychographics 316 Evaluate Additional Age Brackets 316 Establish Demographic-Specific Objectives 316 Choose Your Causes Wisely 317 Identify the Foundation of Your Relationships 317 Focus on the Experience 317 Regularly Audit Your Performance 318 Keep Your Voice Genuine 318 Go Mobile First 318 Index 319
זמן אספקה	21 ימי עסקים