INSIGHT
we covered) and builds trust through
conversation and content sharing. The
differentiation stage is where you’ll
highlight why your products or services
are better. This is most effectively done by
sharing third-party content or engaging
with existing customers to highlight that
it is not simply your own opinion which
places your product or service above the
rest, but the market opinion.
The last stage, motivation, is the point in
the conversation where you can implement
some traditional sales tactics. Motivate
your now-engaged audience to take
action by offering some sort of incentive.
That can be a discount, a special for first
time customers, or another incentivised
offer that leads those members of your
Millennial audience to take action. The key
throughout this entire process is to make it
an ongoing conversation. Engage with users
on either an individual or large-scale basis.
Talk to them on a personal level as opposed
to simply sharing marketing materials.
Ask questions and let your audience know
they are being heard. Millennials have seen
THE
enough advertising content. Converse with
them by following this outlined path and
you’ll see conversions and loyalty start to
ramp up.
see that loyalty exists and it means greater
and longer-lasting lifetime values.
Conclusion
Millennials are not unique snowflakes;
they are consumers like anyone else. Media
has evolved in such a way that they engage
with brands and make purchasing decisions
differently than previous generations.
Loyalty still exists, however, and these
strategies will not only work for the age
brackets that we’ve come to know as
‘Millennial’, but will also extend into other
consumer demographics that have adopted
what I refer to as the ‘Millennial mindset’.
Generations that follow Millennials will
not revert back to the old ways of doing
business, and older generations are now
beginning to adopt the same kinds of habits
and media that have led to a lot of these
misconceptions about Millennial spending
and loyalty coming about. Take the time
to build relationships and develop content
tailored to audience segments and you’ll
M O ST
E XCITING
A FFILIATE
E VE NT
Corey has an extensive
background in econometrics
and statistics, and is a Partner
at t2 Marketing International.
He has worked on some of
the most innovative Millennial-
oriented campaigns for both online and
bricks-and-mortar operators, speaks
on his work and research at events
around the world, and is a member of
a number of gambling and Millennial-
facing advisory boards. He is also the
author of Marketing to Millennials For
Dummies, which is part of the renowned
For Dummies series.
O F
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iGB Affiliate Issue 62 APR/MAY 2017
47