Dubai: There’s a clear message for advertisers targeting the young and the ‘millennials’ — do all the brand talk on smartphones or any other mobile device that is the flavour of the season. Any other advertising platform might seem so passe with this audience.
And make sure the ad messages are to-the-point. “Millennials love some viral creativity when it comes to advertising your product — but don’t dress up your ads so much that the consumer doesn’t understand the benefits of your product,” says Alexander Rauser, CEO of Prototype, a digital media consultancy.
“Millennials do not mind you selling them a product and they know what you’re doing when you try to cover it up with a video or photo. This has a tendency to backfire, because as much as the millennial consumer will laugh, cry and share your heart-wrenching viral video, they will not always convert to your product.”
In the UAE, an estimated 70 per cent of 25-34 year olds — described as the millennials or Gen Y — are employed full-time, which means they have the disposable incomes to buy and do things that catch their fancy. Estimates suggest that 70 per cent of millennials soak on online reviews before they make up their minds to buy something, and especially reviews written by their peers.
For brand advertisers, this is a space they will need to tread with care. They have to be aware of the many distinctions this entails.
The question advertisers need to ask themselves would be, “Do you want to build brand awareness or are you advertising a product?,” Rauser adds. “There is a balance between keeping it simple as well as capturing the millennials attention.
“Avoid posting over-priced products and sharing rushed special offers as this will not appeal. They want to know they are making the right decision by choosing your brand — so help to make them feel comfortable with the research they do before purchase.”
They also better ensure a straightforward online payment mechanism is in place. “Millennials have no reservations about purchasing products online and actually prefer doing this instead of having to call or go in store,” says Rauser.
What marketers should then do is “Protect and store details for ease of purchase next time; utilise PayPal — a trusted online payment method — so consumers trust your site.
“Millennials can be idle so making this vital step in the purchase funnel straightforward will see them coming back to your site in the future.”
Brands — and their owners — will also do themselves no harm by being honest.
“Brands that have the potential to be a force for good are fast outpacing those that don’t have visible CSR [corporate social responsibility] initiatives with the millennial population in Mena,” says Rauser,
“Around 60 per cent of millennials believe that brands should actively participate to improve worthy causes and are more likely to have an affinity towards brands that inspire change within the community. Only 14 per cent believe that brands should just focus on their own products and services.
“As marketing becomes more nuanced, the lines between a brand’s personality and those of their consumers are slowly being erased. It should come as no surprise millennials believe that the brands they purchase should be an extension of themselves.
“Millennials expect of brands what is expected of them — the ability to be adaptable, be creative, never settle, and give back.”
