Marketing to Millennials For Dummies. Padveen Corey

media more attractive for investment than others. (For more details on this type of analysis and the types of content most effectively used on certain media, check out Chapters 5 and 6.)

      ❯❯ Evaluate content requirements and access. If your brand isn’t built for specific channels like Instagram (https://instagram.com) or Snapchat (https://snapchat.com), which are predominantly visual and entirely mobile, then making the investment to use them may not be worth it.

      

Finding a way to be relevant on these kinds of media is ideal, but if you don’t fit, your investment will go to waste. It makes more sense to focus on platforms that are ideally suited for your brand and content.

Grasping the importance of relationships

      One of the overarching themes of Millennial engagement is the value placed on relationships. The importance of relationships is something that transcends media, brand recognition, and even quality of some products or services. Millennials engage primarily in impersonal spaces, so when a real, genuine connection is felt with an organization, it lasts a long time and can lead to loyalty and even brand advocacy.

      One long-term goal of any organization should be to cultivate brand advocates from within their Millennial market. Brand advocates help promote your brand and expand your horizons. Advocates decrease marketing costs and open up new doors for marketing and advertising.