Marketing to millennials : reach the largest and most influential generation of consumers ever (Book, 2013) [Salisbury University Libraries]
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Marketing to millennials : reach the largest and most influential generation of consumers ever

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
"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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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.


Your core customer base is about to be made up of the generation you don't understand, and perhaps not even like. Will you connect with them or lose them--with your business not far behind?  Read more...
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