The Concept Of Marketers’ Millennial Dilemma
Millennials, a term used for people who are the ages in between 18- 35 years old. They are born and raised into different factors, different culture and with the advancement of computer era.
This era is the most talked about generation to date. They are the generation that first experience the world of digital technology which helped mold their identities and attitudes. With this, they possessed unique traits compared to other generation. Common millennials are viewed by people as outgoing, selfie-lovers and most free spirited generation. But according to studies, millennial people are the most educated generation, the technologically savvy, civic – oriented, flexible, adventurous, confident and most probably most curious. Because of the outgoing and curious attitudes of the millennials, many situations arises. One of which is the Marketers’ Millennial dilemma. Marketers’ Millennial Dilemma, a bad news for all marketers who spend their career building their brand. For milennials, it just does not work. According to some research, Jonathan Wu, a millennial, prefers to buy generic brands rather than to spend on costly branded products. This was reflected also to all the millennials in general. They don’t just buy because of the “brand” but they take several aspects of influences before purchasing one. As they are very outrageous and curios, they don’t stay loyal to one brand. They are ready to try new things and to experience the product on hand. This became a dilemma for all marketers. They know that millennials are the biggest percentage as the ultimate traders that drives the changes in food, travel, insurance, gadgets and fashion. This is the emergence of the opportunities for new entrants in the markets but, because millennials did not grow up with the same advertising, same exposure. Established brands should force to do something unique that can fit into millennials’ flavor.
In this article, marketers are given ideas on how to make millennials care about their brand. Millennial people always want to be involved to something so give them the control. Let them feel the authority on the product. Let them feel that they own it. With the involvement in the product, millennials can have the experience and relationship of the design and the product. Don’t rely on traditional media marketing. We are in the millennial age so be creative and make use of influencers. Lastly, milennials are very curious and they want to always read reviews and feedback about the product. So be very transparent and always improve the product.
Reflection
Marketing is everyday life. That is my conclusion to the article that tackles the changes in people’s purchasing decision. This is especially to those millennials. As the generation become more digital and computer era, the purchasing decision and choices of people are also changing. They are highly affected by influences of celebrities, bloggers, the trends, what’s in demand by young people and probably the effects of the use of social media. They don’t just buy product by its name and brand but they are wiser on buying alternatives. They are benefit driven rather than brand driven. With this challenge, marketers became more observant of what is happening around. They became intelligent on what to produce and to what demographics it will be offered to. It is a good triggering factor wherein marketers look for more creative ways to be flexible to millennial needs. They will be more engaged into strategic planning. The use of different advertising media will boom.
Application to the Profession
As a previous sales planning staff, one of dilemma that companies experiences is how to attract the generation of today. Like in our company which is an automotive company, many millennials would prefer cars that would fit in their taste and that would make them fit in with the circle of new generation. We always tend to come up to ideas that can make them shift their choice from “millennial styled cars” to a typical quality unit of car. The company always make an effort to evaluate the response of the clients by doing survey that comes with our sales documents. Just like with the previous launch of Mu-x new versions, we attached survey forms that reflects their experience on the product. This will be the triggering factor that will motivate the company to make marketing strategies like promotions, discounts, season promotions, tv ads and mall displays.
