The Millennial Shift: Engaging the Redefined Millennials' Digital Behaviors

the millennial shiftengaging the redefined millennials’ digital behaviors

the millennial shiftengaging the redefined millennials’ digital behaviors

Millennials are f&%ing everything up

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News Feed

The New York Times Oct. 22, 2014

Source: http://goo.gl/bCvxUV

Time Jan. 24, 2014

News Feed

Source: http://goo.gl/fW9ZHe

Time Jan. 24, 2014

Forbes Jan. 21, 2015

News Feed

Forbes Jan. 21, 2015

Source: http://goo.gl/mDPR3m

And they’re having fun disrupting it

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Incidental Disruption

Low

Disruption Level

Optimized Disruption

Medium

Disruption Level

Major Disruption

High

Disruption Level

Are these the same millennials you think you know?

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Their attitudes and behaviors are shifting around the world…

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Millennials control 21% of consumer discretionary purchases in the U.S.

21%

Source: US Census Bureau, STP, Visa, and McKinsey & Company, Mazars, Dentsu Aegis, Insites Consulting, aimia.com, Telefonica, Deloitte, MMGY Global

71% in LATAM say it’s important to make it to the top of their career versus 43% WW

71%


Represent nearly 20% of adult population in the UK

20%


60% would rather spend money on experiences than material things

60%


By 2025, millennials will make up 75% of the global workforce

75%


60% of millennials reside in Asia

60%


In China, 65% admit to owning products and brands to impress others

65%


91% of Korean Millennial moms access the web via mobile each day

91%


By 2020, millennials will be the main driver of APAC economy

2020


Agree they try to see the positives

in situations

72%Want to learn about other

cultures

75%Want to work hard

to accomplish life goals

84%Work ethic is strongest in

countries like Brazil and Indonesia

91%

Source: https://www.facebook.com/business/news/coming-of-age-on-screens

Pioneering Individualist Connected Altruistic Inventive Problem-Solving Bold Experimental Egalitarian

…to more optimistic tendencies

Easily influenced Coddled Materialistic Entitled Narcissistic Disengaged Delusional Insecure Unrealistic

Millennials are shifting from….

The shift in millennial marketing

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Real-time co-authorship

Gaming to engage

Discovery enabled commerce

The challenge quo

An inviting experience

Surprise now, delight later


The challenge quo




Gaming to engage



‣ Millennials are storytellers by “social” birthright

‣ Authorship is in real-time, right now

‣ Being a creator produces a sense of entitlement (no matter the quality of content)

‣ Gives millennials a sense of ownership and share-ability of content


The challenge quo




Gaming to engage


Gaming to engage

Gaming to engage

Gaming to engage

‣ Game mechanics can drive activation and engagement

‣ The average 21-year old gamed for 10,000+ hours*

‣ Millennials are “hardwired” to gaming and assimilate towards game-like metaphors

‣ Nearly half of millennial respondents agreed with “People my age see real life as a video game”*

Source: *MTV, “Let’s Play Brand” 2011 Millennial Insights Study

Gaming to engage

Virtual reality promises the next evolution of narrative design

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Gaming to engage

Gaming to engageThe shift in millennial marketing

The challenge quo





Gaming to engage



Millennials check their phone 43 times a day…

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And use social networks to discover new content


Discovery enabled commerceDiscovery enabled commerceThe shift in millennial marketing

The challenge quo



Surprise now, delight later.

Gaming to engage


The challenge quo

The challenge quo

The challenge quo

The challenge quo

Source: http://www.huffingtonpost.com/britt-hysen/the-power-of-millennial-e_b_5801322.html

Consider themselves

entrepreneurs

60%Recognize

entrepreneurship as a mentality

90%

The challenge quo

Millennials are disruptors. They demand transparency of the world around them. And when they can’t get what they want, they create what they need and disrupt anything in their path.

The challenge quo



The challenge quo



Gaming to engage



Source: http://www.jwtintelligence.com/2013/01/data-point-constantly-connected-millennials-crave-sensory-experiences/#axzz3Q9hc3GP4

“Increasingly, I crave experiences that

stimulate my senses”

72%“I value experiences

more than I do material items”

81%“I’d rather spend

money on an experience than material items”

72%


Millennial retail has begun to adopt this trend in a # of ways



Retail has become the new workshop destination


Offering “cultured commerce and community” in the form of

complementary lifestyle experiences

An inviting experienceAn inviting experience


While immersing you in the entire product creation process




Empowerment as a cultural asset

New types of narrative design

The challenge quo





Innovation is a form of magic to millennials. It’s what surprises and delights them. Innovation enables a fresh take on something nostalgic and it drives them wild.

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And millennials want to be surprised. They want to be the first to do something. The delight comes through sharing their experience on social, later.

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Surprise now, delight laterSurprise now, delight later

Surprise now, delight laterSurprise now, delight later




The challenge quo


Gaming to engage


Make every piece of marketing something that consumers can both

interact with and make their own.


Use gaming mechanics to make your marketing fun and rewarding.

Gaming to engage

Content is critical to drive sales. Everything you publish is considered

content. Use it to activate your audience.


Your willingness to take a risk is expected by millennials and encouraged.

The challenge quo

The experience you provide for your consumer is as important, if not more,

than the price.


How will you keep surprising your customers to keep them engaged?

Surprise now, delight laterThanks!

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The Millennial Shift: Engaging the Redefined Millennials' Digital Behaviors

Marketing

Transcript of The Millennial Shift: Engaging the Redefined Millennials' Digital Behaviors