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Marketing to millennials for dummies /
Revealing what makes this darling demographic tick, this hands-on guide shows you how to adapt to new media, understand the 'sharing economy, ' and build meaningful relationships that will keep your brand, product, or service at the forefront of the millennial mind. --
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, NJ :
John Wiley and Sons,
2017.
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| Colección: | --For dummies.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Title Page; Copyright Page; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part 1 Getting Started with Marketing to Millennials; Chapter 1 Getting to Know Millennials; Discovering Why Millennials Matter; There is power in numbers; Millennials influence the economy; They're a connected generation; Leveraging Millennial Influence; Identifying key influencers; Nurturing relationships; Meeting Millennials Where They Are; Communication; Sharing; Decision-making; Chapter 2 Creating a Modern View of Millennials.
- Understanding the Marketer's Perception of MillennialsExamining standard definitions that marketers use; Reviewing what marketers get right; Looking at what marketers get wrong; Recognizing common flaws in marketing campaigns; Finding the roots of the most common mistakes; The Millennial Mindset; Defining the Millennial; Identifying preferred Millennial media; Grasping the importance of relationships; Chapter 3 Creating Your Target Audience; Considering These Questions; What are your objectives by media type?; What does your ideal Millennial audience member look like?
- How will the customer journey connect across various media?How do you prioritize target demographics and psychographics?; Can you define some of the segmented audience pocket umbrella categories right away?; Engaging Audiences on Different Media; Traditional media; New media; Running an Interest-Identification Audience Analysis; Using the Facebook Insights tool; Analyzing your analysis; Creating Segmented Audience Pockets; Identifying target audiences within your owned media; Categorizing target audiences within online public forums; Finding Millennials for brand awareness targeting.
- Part 2 Creating Your Millennial Marketing StrategyChapter 4 Using Data to Build a Strategy; Recognizing the Value of Data; Raw data; Cooked data; Social media user data; Customer lifetime engagement data; Brand profile data; Visualized data; Big data; Small data; Competitive data; Transactional data; Pinpointing Key Indicators in Your Data; Outliers; Peaks and valleys; Correlations; Industry trends; Waste; Using Your Data as the Foundation of Your Strategy; Identifying Data Sources; Data from your owned media; Data from social media; Data from public channels.
- Analyzing Your Data on a Regular BasisChapter 5 Connecting with Millennials on Traditional Media; Taking Advantage of Television (With or Without the Budget); Looking at Millennial TV viewing habits; Reaching viewers with the second screen; Using Twitter TV targeting to reach Millennials; Targeting Millennials with Print Media; Reaching Millennials in magazines; Connecting with Millennials through the use of newspapers; The case for investing in print media; The case for abandoning print media; Incorporating Email into Your Strategy; Creating messages specifically for email.