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Marketing to millennials : reach the largest and most influential generation of consumers ever

Author: Jeff Fromm; Christie Garton
Publisher: New York : AMACOM, American Management Association, [2013] ©2013
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"With more than 80 million in their ranks, the Millennials (aka Generation Y)--born between 1977 and 1995--are the largest generation in American history, outnumbering Generation X by far, and even the Baby Boomers by 1 million. Their direct buying power is estimated at $200 billion, and their indirect buying influence at least double that--and now their oldest members are entering their peak earning and spending  Read more...
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Details

Document Type: Book
All Authors / Contributors: Jeff Fromm; Christie Garton
ISBN: 9780814433225 0814433227
OCLC Number: 821218388
Description: xix, 202 pages : illustrations ; 24 cm
Contents: Introduction : Influential and active consumers ; What we uncovered --
Who are they? : The participation economy ; The old framework vs. the participation framework ; Friends have influence ; Birth of the "digital native" ; Optimistic despite the roller-coaster economy ; The Millennial mindset --
The new rules of marketing to Millennials : The "what" generation? ; An enigma generation? ; Begin a relationship now, if you haven't already ; Younger and older Millennials a difference? ; Six distinct Millennial segments ; Millennial guys and girls --
Engage these early adopters of new technologies : The household CTO ; "I know more than my CEO" ; The mobile moment of truth --
Build a listening and participation strategy : The participation economy ; The "right" strategy ; Engagement (new) vs. interruption (old) ; Interaction (new) vs. reaction (old) ; Engaged participants (new) vs. heavy users (old) ; Personal gestures (new) vs. big promises (old) ; Active cocreators (new) vs. passive consumers (old) --
Make them look good among their peers : Hyperconnected and always on the go ; Information hungry ; Gotta look good! ; People care about what I say, where I am, and what I'm doing ; So what does this all mean? --
Design a sense of fun and adventure : Market disrupters win big ; Comedy natives ; Generation innovation ; The parent trap --
Don't give them a reason to cheat on you : The price needs to be right ; What ever happened to brand loyalty? ; Up the fun factor ; Rewards work ; Coupons are king ; Excellent customer service matters, too ; Take their feedback to heart ; Brands that care --
Epilogue : Keep up with technology trends ; Engage Millennials in everything you do ; Strive fro content excellence ; Good content is key ; No brand can afford to ignore Millennials.
Responsibility: Jeff Fromm and Christie Garton.

Abstract:

The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Based on original market research, this book  Read more...
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