Trend Prediction 1 – Engaging Millennials will be Essential for Overall Brand Growth
Just as Baby Boomers changed the way marketers and corporations cater to all consumers, Millennials will have a lasting effect on marketing strategy. Factors such as a tough job market, easy access to technology and media, and a strong penchant for self-expression have driven this fearless generation to forge new courses in life and redefine success. In other words, they are the masters of customization. Not only are they adept at creating their own custom experience, they expect it in every aspect of their life.
What does this have to do with the other generations? Well, who doesn’t love a custom anything? Who wouldn’t enjoy a perfect cup of coffee with your name (literally) on it, waiting for you at the counter? What about a hotel room with all of your preferred amenities? We all possess this desire to be catered to, to feel special. So if we embrace the spirit of the Millennials when designing our strategies, I predict that in 2016, we’d capture the attention of more than one generation.
One of the keys to providing a customized experience is to understand your customer. For instance this winter, Marriott ran a campaign where they assigned their loyalty members a persona based on their stay history. While on the surface this may be all in good fun, it accomplishes a very important job by saying, “Hey Customer, you are unique and special, and we get you.” This kind of recognition from a brand is what stays in a customer’s mind and leads to loyalty in the long term.