Marketing to millennials: reach the largest and most influential generation of consumers ever
"With more than 80 million in their ranks, the Millennials (aka Generation Y)--born between 1977 and 1995--are the largest generation in American history, outnumbering Generation X by far, and even the Baby Boomers by 1 million. Their direct buying power is estimated at $200 billion, and their...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York
AMACOM, American Management Association
[2013]
|
| Schlagworte: | |
| Online-Zugang: | FLA01 TUM01 Volltext |
| Zusammenfassung: | "With more than 80 million in their ranks, the Millennials (aka Generation Y)--born between 1977 and 1995--are the largest generation in American history, outnumbering Generation X by far, and even the Baby Boomers by 1 million. Their direct buying power is estimated at $200 billion, and their indirect buying influence at least double that--and now their oldest members are entering their peak earning and spending years. It's time for anyone seeking to make inroads into this huge market to move beyond setting up a Twitter profile and start understanding how they think. Millennials demand authenticity and transparency. They aren't shy about sharing their opinions. They're quick to spot a faker and believe in "cause marketing." They are highly influential, have an expansive network of contacts, and they expect to actively participate in the creation and development of new products. Based on groundbreaking proprietary research and one-on-one interviews with top brand executives and Millennials, Marketing to Millennials identifies specific behaviors and attitudes common to this revolutionary group of consumers. It will show you how to: Build a listening and participation strategy that will help you connect with your brand advocates; Engage these early adopters of new technologies and social tools; Incorporate a sense of adventure and fun into your brand experience; Help make them look good among their peers; and Retain their loyalty by giving them no reason to cheat on you. From start-ups to Goliaths, this book takes a serious and fascinating look at the companies and brands that are getting it right when it comes to engaging the Millennial consumer. Featuring examples and case studies of organizations including Ford, Sephora, Android, Victoria's Secret, PepsiCo/Frito Lay, Facebook, DoSomething.org, TOMS Shoes, and more, the book reveals "The New Rules" of marketing to Gen Y. |
| Beschreibung: | 1 Online-Ressource (xix, 202 Seiten) |
| ISBN: | 9780814433232 0814433235 9780814433225 0814433227 1299684254 9781299684256 |
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| 505 | 8 | |a Includes bibliographical references and index | |
| 505 | 8 | |a Cover; Marketing to Millennials; Title; Copyright; Dedication; Contents; List of Figures; Foreword; Acknowledgments; Introduction; Influential and Active Consumers; What We Uncovered; CHAPTER 1: Who Are They?; The Participation Economy; The Old Framework vs. the Participation Framework; Friends Have Influence; Birth of the "Digital Native"; Optimistic Despite the Roller-Coaster Economy; The Millennial Mindset; Chapter 1: Key Takeaways; CHAPTER 2: The New Rules of Marketing to Millennials; The "What" Generation?; An Enigma Generation?; Begin a Relationship Now, If You Haven't Already | |
| 505 | 8 | |a Younger and Older Millennials: A Difference? Six Distinct Millennial Segments; Millennial Guys and Gals; Chapter 2: Key Takeaways; CHAPTER 3: Engage These Early Adopters of New Technologies; The Household CTO; "I Know More Than My CEO"; The Mobile Moment of Truth; Chapter 3: Key Takeaways; CHAPTER 4: Build a Listening and Participation Strategy; The Participation Economy; The "Right" Strategy; Engagement (New) vs. Interruption (Old); Interaction (New) vs. Reaction (Old); Engaged Participants (New) vs. Heavy Users (Old); Personal Gestures (New) vs. Big Promises (Old) | |
| 505 | 8 | |a Active Cocreators (New) vs. Passive Consumers (Old) Chapter 4: Key Takeaways; CHAPTER 5: Make Them Look Good Among Their Peers; Hyperconnected and Always On the Go; Information Hungry; Gotta Look Good!; People Care About What I Say, Where I Am, and What I'm Doing; So What Does This All Mean?; Chapter 5: Key Takeaways; CHAPTER 6: Design a Sense of Fun and Adventure; Market Disrupters Win Big; Comedy Natives; Generation Innovation; The Parent Trap; Chapter 6: Key Takeaways; CHAPTER 7: Don't Give Them a Reason to Cheat on You; The Price Needs to Be Right; What Ever Happened to Brand Loyalty? | |
| 505 | 8 | |a Up the Fun Factor Rewards Work; Coupons Are King; Excellent Customer Service Matters, Too; Take Their Feedback to Heart; Brands That Care; Chapter 7: Key Takeaways; CHAPTER 8: Epilogue; Keep Up with Technology Trends; Engage Millennials in Everything You Do; Strive for Content Excellence; Good Content Is Key; No Brand Can Afford to Ignore Millennials; Notes; Index; About the Authors | |
| 520 | |a "With more than 80 million in their ranks, the Millennials (aka Generation Y)--born between 1977 and 1995--are the largest generation in American history, outnumbering Generation X by far, and even the Baby Boomers by 1 million. Their direct buying power is estimated at $200 billion, and their indirect buying influence at least double that--and now their oldest members are entering their peak earning and spending years. It's time for anyone seeking to make inroads into this huge market to move beyond setting up a Twitter profile and start understanding how they think. Millennials demand authenticity and transparency. They aren't shy about sharing their opinions. They're quick to spot a faker and believe in "cause marketing." They are highly influential, have an expansive network of contacts, and they expect to actively participate in the creation and development of new products. Based on groundbreaking proprietary research and one-on-one interviews with top brand executives and Millennials, Marketing to Millennials identifies specific behaviors and attitudes common to this revolutionary group of consumers. It will show you how to: Build a listening and participation strategy that will help you connect with your brand advocates; Engage these early adopters of new technologies and social tools; Incorporate a sense of adventure and fun into your brand experience; Help make them look good among their peers; and Retain their loyalty by giving them no reason to cheat on you. From start-ups to Goliaths, this book takes a serious and fascinating look at the companies and brands that are getting it right when it comes to engaging the Millennial consumer. Featuring examples and case studies of organizations including Ford, Sephora, Android, Victoria's Secret, PepsiCo/Frito Lay, Facebook, DoSomething.org, TOMS Shoes, and more, the book reveals "The New Rules" of marketing to Gen Y. | ||
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Datensatz im Suchindex
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| author | Fromm, Jeff Garton, Christie |
| author_GND | (DE-588)1044186682 (DE-588)1044188936 |
| author_facet | Fromm, Jeff Garton, Christie |
| author_role | aut aut |
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| bvnumber | BV042741608 |
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| contents | Includes bibliographical references and index Cover; Marketing to Millennials; Title; Copyright; Dedication; Contents; List of Figures; Foreword; Acknowledgments; Introduction; Influential and Active Consumers; What We Uncovered; CHAPTER 1: Who Are They?; The Participation Economy; The Old Framework vs. the Participation Framework; Friends Have Influence; Birth of the "Digital Native"; Optimistic Despite the Roller-Coaster Economy; The Millennial Mindset; Chapter 1: Key Takeaways; CHAPTER 2: The New Rules of Marketing to Millennials; The "What" Generation?; An Enigma Generation?; Begin a Relationship Now, If You Haven't Already Younger and Older Millennials: A Difference? Six Distinct Millennial Segments; Millennial Guys and Gals; Chapter 2: Key Takeaways; CHAPTER 3: Engage These Early Adopters of New Technologies; The Household CTO; "I Know More Than My CEO"; The Mobile Moment of Truth; Chapter 3: Key Takeaways; CHAPTER 4: Build a Listening and Participation Strategy; The Participation Economy; The "Right" Strategy; Engagement (New) vs. Interruption (Old); Interaction (New) vs. Reaction (Old); Engaged Participants (New) vs. Heavy Users (Old); Personal Gestures (New) vs. Big Promises (Old) Active Cocreators (New) vs. Passive Consumers (Old) Chapter 4: Key Takeaways; CHAPTER 5: Make Them Look Good Among Their Peers; Hyperconnected and Always On the Go; Information Hungry; Gotta Look Good!; People Care About What I Say, Where I Am, and What I'm Doing; So What Does This All Mean?; Chapter 5: Key Takeaways; CHAPTER 6: Design a Sense of Fun and Adventure; Market Disrupters Win Big; Comedy Natives; Generation Innovation; The Parent Trap; Chapter 6: Key Takeaways; CHAPTER 7: Don't Give Them a Reason to Cheat on You; The Price Needs to Be Right; What Ever Happened to Brand Loyalty? Up the Fun Factor Rewards Work; Coupons Are King; Excellent Customer Service Matters, Too; Take Their Feedback to Heart; Brands That Care; Chapter 7: Key Takeaways; CHAPTER 8: Epilogue; Keep Up with Technology Trends; Engage Millennials in Everything You Do; Strive for Content Excellence; Good Content Is Key; No Brand Can Afford to Ignore Millennials; Notes; Index; About the Authors |
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| dewey-full | 658.8/340842 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/340842 |
| dewey-search | 658.8/340842 |
| dewey-sort | 3658.8 6340842 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| era | Geschichte 1981-1990 gnd Geschichte 1977-1995 gnd |
| era_facet | Geschichte 1981-1990 Geschichte 1977-1995 |
| format | Electronic eBook |
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| geographic | USA (DE-588)4078704-7 gnd |
| geographic_facet | USA |
| id | DE-604.BV042741608 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:08:37Z |
| institution | BVB |
| isbn | 9780814433232 0814433235 9780814433225 0814433227 1299684254 9781299684256 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028172478 |
| oclc_num | 849936750 |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM DE-1046 DE-1047 |
| owner_facet | DE-91 DE-BY-TUM DE-1046 DE-1047 |
| physical | 1 Online-Ressource (xix, 202 Seiten) |
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| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | AMACOM, American Management Association |
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| spelling | Fromm, Jeff Verfasser (DE-588)1044186682 aut Marketing to millennials reach the largest and most influential generation of consumers ever Jeff Fromm and Christie Garton New York AMACOM, American Management Association [2013] 1 Online-Ressource (xix, 202 Seiten) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index Cover; Marketing to Millennials; Title; Copyright; Dedication; Contents; List of Figures; Foreword; Acknowledgments; Introduction; Influential and Active Consumers; What We Uncovered; CHAPTER 1: Who Are They?; The Participation Economy; The Old Framework vs. the Participation Framework; Friends Have Influence; Birth of the "Digital Native"; Optimistic Despite the Roller-Coaster Economy; The Millennial Mindset; Chapter 1: Key Takeaways; CHAPTER 2: The New Rules of Marketing to Millennials; The "What" Generation?; An Enigma Generation?; Begin a Relationship Now, If You Haven't Already Younger and Older Millennials: A Difference? Six Distinct Millennial Segments; Millennial Guys and Gals; Chapter 2: Key Takeaways; CHAPTER 3: Engage These Early Adopters of New Technologies; The Household CTO; "I Know More Than My CEO"; The Mobile Moment of Truth; Chapter 3: Key Takeaways; CHAPTER 4: Build a Listening and Participation Strategy; The Participation Economy; The "Right" Strategy; Engagement (New) vs. Interruption (Old); Interaction (New) vs. Reaction (Old); Engaged Participants (New) vs. Heavy Users (Old); Personal Gestures (New) vs. Big Promises (Old) Active Cocreators (New) vs. Passive Consumers (Old) Chapter 4: Key Takeaways; CHAPTER 5: Make Them Look Good Among Their Peers; Hyperconnected and Always On the Go; Information Hungry; Gotta Look Good!; People Care About What I Say, Where I Am, and What I'm Doing; So What Does This All Mean?; Chapter 5: Key Takeaways; CHAPTER 6: Design a Sense of Fun and Adventure; Market Disrupters Win Big; Comedy Natives; Generation Innovation; The Parent Trap; Chapter 6: Key Takeaways; CHAPTER 7: Don't Give Them a Reason to Cheat on You; The Price Needs to Be Right; What Ever Happened to Brand Loyalty? Up the Fun Factor Rewards Work; Coupons Are King; Excellent Customer Service Matters, Too; Take Their Feedback to Heart; Brands That Care; Chapter 7: Key Takeaways; CHAPTER 8: Epilogue; Keep Up with Technology Trends; Engage Millennials in Everything You Do; Strive for Content Excellence; Good Content Is Key; No Brand Can Afford to Ignore Millennials; Notes; Index; About the Authors "With more than 80 million in their ranks, the Millennials (aka Generation Y)--born between 1977 and 1995--are the largest generation in American history, outnumbering Generation X by far, and even the Baby Boomers by 1 million. Their direct buying power is estimated at $200 billion, and their indirect buying influence at least double that--and now their oldest members are entering their peak earning and spending years. It's time for anyone seeking to make inroads into this huge market to move beyond setting up a Twitter profile and start understanding how they think. Millennials demand authenticity and transparency. They aren't shy about sharing their opinions. They're quick to spot a faker and believe in "cause marketing." They are highly influential, have an expansive network of contacts, and they expect to actively participate in the creation and development of new products. Based on groundbreaking proprietary research and one-on-one interviews with top brand executives and Millennials, Marketing to Millennials identifies specific behaviors and attitudes common to this revolutionary group of consumers. It will show you how to: Build a listening and participation strategy that will help you connect with your brand advocates; Engage these early adopters of new technologies and social tools; Incorporate a sense of adventure and fun into your brand experience; Help make them look good among their peers; and Retain their loyalty by giving them no reason to cheat on you. From start-ups to Goliaths, this book takes a serious and fascinating look at the companies and brands that are getting it right when it comes to engaging the Millennial consumer. Featuring examples and case studies of organizations including Ford, Sephora, Android, Victoria's Secret, PepsiCo/Frito Lay, Facebook, DoSomething.org, TOMS Shoes, and more, the book reveals "The New Rules" of marketing to Gen Y. Geschichte 1981-1990 gnd rswk-swf Geschichte 1977-1995 gnd rswk-swf Consumer behavior Generation Y / Attitudes Target marketing Young adult consumers / Attitudes BUSINESS & ECONOMICS / Marketing / Research bisacsh Wirtschaft Young adult consumers Attitudes Generation Y Attitudes Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Generation (DE-588)4156601-4 gnd rswk-swf Jahrgang (DE-588)4200408-1 gnd rswk-swf Zielgruppe (DE-588)4117714-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf Marketing (DE-588)4037589-4 s Zielgruppe (DE-588)4117714-9 s Generation (DE-588)4156601-4 s Jahrgang (DE-588)4200408-1 s Geschichte 1977-1995 z USA (DE-588)4078704-7 g 1\p DE-604 Verbraucherverhalten (DE-588)4062644-1 s Geschichte 1981-1990 z 2\p DE-604 Garton, Christie (DE-588)1044188936 aut http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=587098 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Fromm, Jeff Garton, Christie Marketing to millennials reach the largest and most influential generation of consumers ever Includes bibliographical references and index Cover; Marketing to Millennials; Title; Copyright; Dedication; Contents; List of Figures; Foreword; Acknowledgments; Introduction; Influential and Active Consumers; What We Uncovered; CHAPTER 1: Who Are They?; The Participation Economy; The Old Framework vs. the Participation Framework; Friends Have Influence; Birth of the "Digital Native"; Optimistic Despite the Roller-Coaster Economy; The Millennial Mindset; Chapter 1: Key Takeaways; CHAPTER 2: The New Rules of Marketing to Millennials; The "What" Generation?; An Enigma Generation?; Begin a Relationship Now, If You Haven't Already Younger and Older Millennials: A Difference? Six Distinct Millennial Segments; Millennial Guys and Gals; Chapter 2: Key Takeaways; CHAPTER 3: Engage These Early Adopters of New Technologies; The Household CTO; "I Know More Than My CEO"; The Mobile Moment of Truth; Chapter 3: Key Takeaways; CHAPTER 4: Build a Listening and Participation Strategy; The Participation Economy; The "Right" Strategy; Engagement (New) vs. Interruption (Old); Interaction (New) vs. Reaction (Old); Engaged Participants (New) vs. Heavy Users (Old); Personal Gestures (New) vs. Big Promises (Old) Active Cocreators (New) vs. Passive Consumers (Old) Chapter 4: Key Takeaways; CHAPTER 5: Make Them Look Good Among Their Peers; Hyperconnected and Always On the Go; Information Hungry; Gotta Look Good!; People Care About What I Say, Where I Am, and What I'm Doing; So What Does This All Mean?; Chapter 5: Key Takeaways; CHAPTER 6: Design a Sense of Fun and Adventure; Market Disrupters Win Big; Comedy Natives; Generation Innovation; The Parent Trap; Chapter 6: Key Takeaways; CHAPTER 7: Don't Give Them a Reason to Cheat on You; The Price Needs to Be Right; What Ever Happened to Brand Loyalty? Up the Fun Factor Rewards Work; Coupons Are King; Excellent Customer Service Matters, Too; Take Their Feedback to Heart; Brands That Care; Chapter 7: Key Takeaways; CHAPTER 8: Epilogue; Keep Up with Technology Trends; Engage Millennials in Everything You Do; Strive for Content Excellence; Good Content Is Key; No Brand Can Afford to Ignore Millennials; Notes; Index; About the Authors Consumer behavior Generation Y / Attitudes Target marketing Young adult consumers / Attitudes BUSINESS & ECONOMICS / Marketing / Research bisacsh Wirtschaft Young adult consumers Attitudes Generation Y Attitudes Verbraucherverhalten (DE-588)4062644-1 gnd Generation (DE-588)4156601-4 gnd Jahrgang (DE-588)4200408-1 gnd Zielgruppe (DE-588)4117714-9 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4156601-4 (DE-588)4200408-1 (DE-588)4117714-9 (DE-588)4037589-4 (DE-588)4078704-7 |
| title | Marketing to millennials reach the largest and most influential generation of consumers ever |
| title_auth | Marketing to millennials reach the largest and most influential generation of consumers ever |
| title_exact_search | Marketing to millennials reach the largest and most influential generation of consumers ever |
| title_full | Marketing to millennials reach the largest and most influential generation of consumers ever Jeff Fromm and Christie Garton |
| title_fullStr | Marketing to millennials reach the largest and most influential generation of consumers ever Jeff Fromm and Christie Garton |
| title_full_unstemmed | Marketing to millennials reach the largest and most influential generation of consumers ever Jeff Fromm and Christie Garton |
| title_short | Marketing to millennials |
| title_sort | marketing to millennials reach the largest and most influential generation of consumers ever |
| title_sub | reach the largest and most influential generation of consumers ever |
| topic | Consumer behavior Generation Y / Attitudes Target marketing Young adult consumers / Attitudes BUSINESS & ECONOMICS / Marketing / Research bisacsh Wirtschaft Young adult consumers Attitudes Generation Y Attitudes Verbraucherverhalten (DE-588)4062644-1 gnd Generation (DE-588)4156601-4 gnd Jahrgang (DE-588)4200408-1 gnd Zielgruppe (DE-588)4117714-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Consumer behavior Generation Y / Attitudes Target marketing Young adult consumers / Attitudes BUSINESS & ECONOMICS / Marketing / Research Wirtschaft Young adult consumers Attitudes Generation Y Attitudes Verbraucherverhalten Generation Jahrgang Zielgruppe Marketing USA |
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