How to Market to Australian Millennials

Australian companies still struggle to market to millennials, who are rapidly changing all traditional conventions of marketing and selling. By 2030, the Australian millennial population would have swelled by more than 50 percent. And the millennials have already come of age as well. They are working adults with money and willingness to spend, even if this generation is more affected by debt than previous Australian generations. It’s understandable if a brand struggled to reach millennial buyers. If that the case with your small business, here are some ideas:

Understand that They are Digitally Addicted

The first thing brands and businesses should understand about millennials is that they are wholly digitally addicted. According to market survey data by Macquarie, millennials conduct significant online research before making a purchase either in-store or from a website. Millenials will compare prices online, read reviews other customers have posted, and read blog articles about products. Once they have made a purchase, they are also highly likely to offer digital feedback. Therefore, brands should adopt a highly digital approach when marketing to millennials. This means producing more content than traditional advertisements. Plus, marketers should also consider the type of tech, mainly handheld devices, that millennials use to make purchase decisions.

They Use Smartphones More So than Desktops

Millenials are practically glued to their smartphones, unlike their parents’ generation. Millenials will use smartphones to conduct online searches and browse product, even more so than desktops. This means brands and businesses should invest significantly in mobile marketing to reach millennial customers. Many a reputed ecommerce agency Melbourne already include mobile marketing in overall digital marketing plans. Brands should take certain steps, such as making websites more mobile responsive, to drive engagement with millennial buyers. Developing an app is also a great approach to reaching millennial buyers.

Aussie Millenials Prefer Digital Products

As millennials are digitally addicted, they also prefer digital products if these are possible. For example, if a millennial is shopping for a file sharing program, they would prefer the program that is cloud-based. When it comes to consuming content, millennials prefer digital content to everything else. While this preference may not affect certain businesses, it has dire implications for others. For example, a millennial would prefer to subscribe to an online streaming service than buy a TV. Brands that want to be relevant to millennial consumers should offer at least aspects of digital products to drive sales among this generation.

They Prefer Experiences over Material Possessions

Unlike their parents, millennials are not rushing to buy cars, houses, or TVs. This generation is invested in what’s called experiences rather than material possessions. Millenials, for example, are more likely to buy a vacation package online than a physical object. This preference for experiences translates to online advertising as well. Millenials are less likely to respond to a traditional ad hawking a product, but they will engage profusely with a compelling social media post. Brands should offer immersive and integrated experiences to retain millennials, consumers, instead of spending money on traditional advertising.

Millenials also rapidly adapt to advances in tech. That means companies should always be on the lookout for the latest tech trends affecting ecommerce to remain relevant to millennials.

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