Replace Interruption With Listening

A lot of marketing and advertising tactics focus on interrupting the consumer. Take a moment; think about how often you are interrupted by forms of outbound marketing each day. Maybe hundreds, even thousands of times? But, when was the last time you actually paid attention to a TV commercial? When was the last time you clicked on the ad on your computer screen?

Content marketing is the exact opposite. Forbes defines content marketing as a technique where you create and distribute valuable, relevant and consistent content to attract and acquire an audience. Content marketing is replacing the constant interruption with listening.

But, why is content marketing is important?

News Cred did a study on millennials that stated 62 percent feel a direct correlation between content and brand loyalty. It was also found that 64 percent respond more positive to brand messages that are tailored to their cultural interests. These statistics reinforce that millennials, do in fact, want content marketing.

Your next question: Why do millennials want content marketing?

Compared to our previous generations, we do a lot of research before reaching a purchase decision. I can’t remember the last time I didn’t do research on a company or product before doing business with them. The more relevant and enticing content, the better. Having compelling content available online is a great way to break through the cluttered landscape and to reach the millennials. We like visuals, videos and interactive content to help aid us in the buying process.

Most of the millennial generation has grown up with endless access to information. This has shaped how we interact with and learn from content. We want to stay constantly informed. We are looking for stimulating content that will teach us, interest us and engage with us. So, have tailored content at the ready for the millennial generation.

Check out this study done by Yahoo and Tumblr to help you create a successful content marketing strategy for millennials.

Outbound on the Outs

What I got in the mail today

When I get my mail I quickly scan through it for bills and then I throw out the "junk". When I listen to the radio and a commercial comes on, I change the station. I simply don’t own cable because I can watch TV on the Internet without commercials. Everyday the human population is targeted by many outbound marketing strategies.

First you might ask: What is an outbound marketing strategy?

According to Wordstream, outbound marketing is a traditional form of marketing where a company initiates conversation by sending their messages out to an audience. Outbound marketing consists of TV and radio commercials, direct mail, print advertisements, email blasts, etc.

Then you might ask: What’s the difference between inbound and outbound marketing?

BoldThink Creative defines inbound marketing as targeting an audience by providing useful and quality content to entice them to find more information on your products or services. In short, for inbound marketing the consumer finds you and for outbound marketing you find them. Click here to find an info-graphic showcasing the different types of inbound and outbound marketing tactics.

So, how does this tie into millennials? 
Outbound marketing strategies don’t work on the millennial generation. We see outbound marketing as intrusive and impersonal. We see it as company-focused and untrustworthy. Our attention spans are short, but our demands are high. We want marketing efforts to be personalized because we like to feel involved in the purchase. Outbound marketing strategies cause clutter in our everyday lives which doesn't impress us. So, why waste your time and money?

What to do: 
Millennials make up 50% of today’s population. Change your marketing strategy so that it is driven by our generation. Start personalizing your approach and we will come to you.