Monday, April 2, 2012

Gen Y difficult to reach, respond to people, not brands

Influencing millennial-generation consumers through an ad remains far more difficult compared with other generations because of the low immediate and delayed recall rate. Millennials have 43% immediate recall and 24% delayed recall of an ad, compared with 50% and 23% for Generation X, 54% and 21% for baby boomers, and 54% and 18% for seniors, respectively. The study suggests that it is important to show the product longer, make the brand name more visible, and have more mentions throughout the campaign.

Marketers that are trying to connect with millennials ages 18 to 34 to promote products and services related to love and Valentine’s Day might want to consider tapping social influencers who produce user-generated content (UGC). This generation trusts people rather than brands, and values the opinions of like-minded strangers as much as people they know, according to a new study scheduled for release Monday titled “Talking to Strangers.”

Strangers appear to have the most influence when it comes to making a purchase. About 51% of millennials are more likely influenced by UGC produced and posted by strangers, compared with recommendations from friends, family and colleagues, but only 34% of boomers agree.

In fact, 84% of millennials report that UGC from strangers has some influence on what they buy. That’s because 65% of millennials believe UGC offers a more honest and genuine view online, and 86% believe the content represents a good indicator of the quality of a brand, service or products.

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