Millennials represent arguably the most important consumer group for businesses to tap into. Statistically, they’re less likely to be loyal to brands, more likely to expect a high level of social responsibility, and generally less patient with marketing messages that don’t resonate with them personally. With strategic use of the right data mining technologies readily available to help marketers sort through those valuable insights, opportunities to connect with this demographic abound.
Millennials on average value diversity, so they like to see that reflected in advertising. They value companies that are committed to environmental causes and charitable contributions. Personalization is paramount when it comes to ad targeting and personalization. The way artificial intelligence is mostly used in marketing right now is to program messages such that they’re much more targeted at the consumer than they used to be. The millennial bracket come with a high level of digital sophistication. They have high standards for communications from companies they view positively.
Millennials are far more active and talkative online than their predecessors ever were. This gives marketers the ultimate gift of data, in the form of a digital paper trail of their customers’ truest preferences, thoughts, wants, needs and behaviors. Text analytics software tools can be the ultimate magician’s assistant, turning undifferentiated masses of data into highly precise insights to guide the way towards good marketing decisions for businesses big and small. “Somehow, you’ve got to translate that into usable data, either to target an advertising message or to create the right product offering.”.
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