2 Millenial Marketing Principles: Location and Convenience
Millenials are the last generation of the 20th century. Today they’re all grown up and beginning to form households and increasing their spending power. In other words, they are beginning to make serious inroads into American life. Their process of definition is reaching a crossroads and older generations can begin to see an outline of who they will be, what they will do, and how they will change the way we live.
In his article, “How Are Millenials Changing the Way We Live,” originally published in Buzz Bin, Mike Nelson speaks for his generation and takes a stab at describing their essence.
Based on Nelson’s brief article, the Millenial generation is one overwhelmingly defined by the Internet, and more to the point, social media and apps.
According to Nelson, when it comes to consuming news, Millenials don’t rely on Establishment papers like the New York Times or the Washington Post. What news Millenials share on social media is the news they consume.
“Millennials search hashtags for trending stories on Twitter and click through what their friends are sharing on Facebook,” writes Nelson.
When it comes to transportation, Nelson writes, Millenials don't automatically get in their car and go; especially if they live in congested, urban areas. In addition to cars, they have bikes and transit passes. They use Google Maps searches--which offer car, bike, walking and transit options--then choose the quickest method. They use Uber and Lyft, but aren’t loyal to either one of the brands. They’ll use the service that’s the cheapest at any given time.
Finally, in terms of entertainment, they have Apple TV and Netflix instead of cable. They listen to their favorite radio programs on podcasts instead of subscribing to Sirius radio. They’ll watch “Mad Men”—the period drama about their grandparents’ generation—but not on AMC. And they’ll listen to TED radio hour, but not on NPR.
At the beginning of his article, Nelson makes a list of 5 attitudes characteristic of his generation. In summary, according to Nelson, Millenials:
- Are the generation with the least faith in institutions
- Have the highest support of independents (50 percent of Millenials consider themselves politically unaffiliated according to Pew Research).
- Like multitasking.
- Are comfortable, if not addicted, to the Internet
- Feel secure maintaining some level of public Internet life
The earlier point about the Internet’s impact on Millenials has already been made. What has not been discussed yet is Millenials’ apparent aversion to institutions, suggested in the first two attitudes listed.
“We tend not to be confined to a preferred news outlet or car service, for example. Rather, we seek out the information or services that are providing the best option at any given moment. We don’t care as much where information or services come from; we care about the quality and relevance they offer to our lives,” writes Nelson in another part of his article.
Whether they refuse, generally, to declare allegiance to any political party or a news outlet, what Nelson seems to be describing is a mobile population—and their territory is cyberspace. It's clear from Nelson's words that there are two principles to marketing to Millenials.
The first is location. Since Millenials are constantly moving throughout cyberspace, the trick is to find them. Social media channels like Facebook, Twitter, Instagram and others are a good place to start.
The second principle is convenience. Everyone likes convenience, but for Millenials, convenience is not just welcome, it's expected. Products and services marketed to Millenials must be extra user-friendly. Nelson gives an example of this when he describes which, Uber or Lyft, to use in a particular moment.
"I’ll do a quick search to see if Lyft or Uber is surge pricing and by how much and select the cheaper option," writes Nelson. If Lyft and Uber did not offer the "surge pricing" feature, they'd lose business to the car service that did.
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Microsoft: Building a secure foundation to drive NASCAR
Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).
These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack.
“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”
“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”
“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR
- Empower employees productivity and collaboration
- Improve fan engagement and experience
- Improve environment security and IT productivity
- Improve racing operations
Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.
“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”
“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives.
“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.
Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”