The millennial generation is known for its tech-savvy nature and rabid consumption of digital media. Because of this widespread adoption of new technology, marketers often mistakenly label this demographic as being averse to print.
However, this has proven to not actually be the case. On the contrary, millennials have indicated that they generally view print as a favorable form of media, and that they do not strive to eliminate paper from daily use, as has been suggested.
Young consumers are enthusiastic about print marketing
Digital media conglomerates may want you to think that print has fallen out of favor with the current generation of youths, but in reality, this idea is quite far from the truth. Millennial Marketing cited a J. Walter Thompson study that unearthed a surprisingly statistic: Over 50 percent of surveyed millennials said they wanted print to remain significant factor in their lives, despite anecdotal evidence that claims otherwise.
Even with continuous advancements in the technology field that aim to render traditional paper products obsolete, people are still turning to the format they are familiar with and feel comfortable with – even those who have grown up as natives in the digital age. What this generation values the most, Millennial Marketing suggested, is not the medium through which the message is sent, it is how a particular product or service can add value to their lives. Millennials are appreciative of creative, artistic endeavors and are drawn to comprehensive, multimedia marketing approaches.
How to maximize ROI by using print
The most important part of your marketing strategy, CIO said, is knowing your audience. By gaining insights into its interests, lifestyles and culture, you can best tailor your marketing initiatives to be well-received. A key aspect of this approach is to understand which platforms the target group prefers to receive information on.
Millennial Marketing asserted that the best way to engage with the younger generations is to interact with them, rather than simply distributing information. You can create a dialogue by using a multimedia campaign. Start by crafting an aesthetically pleasing, enlightening print piece that will capture attention and incite desire within the reader to learn more. Include links to websites and social media accounts, or maybe even QR codes to lead the potential consumer directly to the source, to further solidify your comprehensiveness.
CIO also noted that consistency is key. Your brand image should be lasting and recognizable in order to create a loyal customer base. The tone and content of your marketing materials should follow suit, and establish a distinct voice that is uniquely your own. Ensuring that your different teams – editorial, video, graphics, etc. – are working together in a fluid manner is paramount to shaping your brand.
Keeping tabs on the effectiveness of your marketing will also offer crucial details that will be important to future success, the source added. By measuring ROI, you can create and take advantage of new opportunities down the road.
The death of the print industry has been widely exaggerated, especially the narratives that paint millennials as paper-haters. In truth, the generation as a whole still finds value in traditional media, as has been shown in various studies. By ignoring the use of print marketing based on the mistaken premise that young people neglect such materials, marketers are only hindering their own abilities to increase ROI.
To best maximize the effectiveness of your marketing strategy, an integrated approach is necessary. Print and digital content can – and should – work hand-in-hand to provide a comprehensive campaign that informs and engages the audience in a compelling, though-provoking manner. This is the real key to achieving success in the millennial market.