How Millennials Are Changing MarTech
Millennials are more than just a huge segment of buyers, they’re marketers who are making decisions every day. The impact of those decisions is summed up in recent research, “Walker Sands State of Marketing Technology 2016.”
While the whitepaper itself has a wider scope, Walker Sands points out on Friday that Millennials are making significant contributions to the profession.
“More than half (55 percent) of Millennial marketers have led a decision-making process for new MarTech in the past three years,” reads the research announced in November 2015.
Here are a few more takeaways from Walker Sands about Millennial marketers:
- They’re more likely to pick newer marketing technology more independently by performing research online, rather than gaining a consensus among their peers as is the practice among older marketers. “Emphasize how your technology is more innovative and user-friendly than competitors. Also, it’s important to get more specific with Millennials. Exactly how does your technology help them in their day-to-day role? When trying to reach Millennials, spend more money on online display and social media marketing because they’re influenced by more information and a variety of content.”
- Provide a variety of online content aimed at Millennials, including reviews, because these marketers don’t consume just one type of information.
- Know that if Millennials are helping pick social media marketing solutions specifically, they’re likely part of a larger group of decision-makers than usual for Millennial marketers, especially if they’re at a small company.
What do marketers think of this?
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Related story: The MarTech Money Round-up: March 8, 2016