Marketing to Millennials
Reach the Largest and Most Influential Generation of Consumers Ever
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- 11,99 €
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- 11,99 €
Descripción editorial
Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty.
The jokes at the Millennials’ expense are plenty, but not nearly as much as the $200 billion in buying power they now wield as they enter their peak earning and spending years. Love it or loathe it, you are doing business in their domain now, and your future depends on your ability to successfully connect with them.
Based on original market research, this book reveals the eight attitudes shared by most Millennials, including how they:
Value social networking and aren't shy about sharing opinionsRefuse to remain passive consumers but expect to participate in product development and marketingDemand authenticity and transparencyAre highly influential, swaying parents and peersAre not all alike; therefore, understanding key segments is invaluable
Complete with expert interviews of those doing Millennial marketing right, as well as the new rules for engaging this increasingly vital generation successfully, Marketing to Millennials is the key to persuading the customers who will determine the bottom line for decades to come.
PUBLISHERS WEEKLY
Advertising executive Fromm and lawyer Garton deliver an insightful tome on how to market to one of the biggest segments of consumers today. Millennials those born between 1977 and 1995 spend an estimated $200 billion annually. This group, which is 80 million strong in the U.S., expects certain things from the brands it embraces: a willingness to engage in social media; an ability to provide a personal touch; efforts to make consumers look good to their friends; and a built-in sense of adventure. After providing a comprehensive outline for engaging Millennials, the authors describe a principle that they view as fundamental: don't give consumers "a reason to cheat" on your brand. Using examples from brands that have mastered this principle, including Ford and Lilly Pulitzer, and providing key takeaways at the end of each chapter, the authors provide a roadmap that will allow readers to successfully engage this valuable demographic.
