Ethology.com
When customers get what they need, our clients get what they want.
Ethology.com
Hello!
Tweets:
@DRJedi
#EthologySeries Dustin DiehlSenior Content Strategist
Brandwyn BoyleMarketing Director
Ethology.com
Imagine knowing your agency cares about your business as much as you do. We are a performance-driven customer experience agency, dedicated to understanding what matters most to you. Our modern approach and traditional values are visible throughout every team member and project. Since our inception in 2010, strategy has been the foundation for the solutions we provide, and forming true partnerships with clients is our goal. We do search, media, creative, content and UX — but your business, your customer and your strategy drive it all.
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Which one is the Millennial?
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They all are.
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They all are.
But would you really market to these people the same way?
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Would you market to these people the same way?
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No.
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No.
You shouldn’t.
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Ethology.com
No.
You shouldn’t.
But you are.
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What do these people care about?
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It’s time to stop.
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Ethology.com
5 reasons to stop marketing to Millennials
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5 reasons to stop marketing to Millennials— and start marketing to your customers —
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1. “Millennial” is a demographic, not a customer
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“Demographics are simplistic and patronizing, [especially] because millennials are more diverse and heterogeneous than any [generation] before.”
— Bryan Melmed
Vice President of Insights Services at ad intelligence firm Exponential Interactive
Ethology.com
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2. No one agrees about what a “Millennial” even is
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Born between 1980 and 2000.
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Born between 1980 and 2000.
Or, maybe 1981 to 1996.
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Ethology.com
Born between 1980 and 2000.
Or, maybe 1981 to 1996.
Or, 18 to 33 year olds.
Ethology.com
Ethology.com
Born between 1980 and 2000.
Or, maybe 1981 to 1996.
Or, 18 to 33 year olds.
Or, maybe 16 to 35 year olds.Ethology.com
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That’s nearly a 20 year age gap.
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That’s nearly a 20 year age gap.
And not just ANY age gap.
Ethology.com
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Where were you when you were 16?
What was your biggest concern?
What did you buy?
Who did you care about?
Ethology.com
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What about 35?
What was your biggest concern?
What did you buy?
Who did you care about?
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Ethology.com
3. Marketing to “Millennials” is lazy
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Ethology.com
“When you tell a 22-year-old to turn off the phone, don't ruin the movie, they hear please cut off your left arm above the elbow. You can't tell a 22-year-old to turn off their cellphone. That's not how they live their life.”
— Adam Aron
AMC Entertainment CEO
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The Boss BabeThe BrogrammerThe NostalgicThe UnderemployedThe Shut OutThe Travel Enthusiast
The Culinary ExplorerThe ExuberantThe CollectorThe Millennial MarthaThe Millennial MomThe Quarter-Life Crisis
Ethology.com
4. The “Millennial” label doesn’t allow for empathy
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“22-year-olds aren't alone; heavy cell phone use is far more widespread. Today, 68% of U.S. adults have a smartphone, a staggering increase from 35% just five years ago.”
— Tim League
Alamo Drafthouse CEO/Founder
Ethology.com
What you hate about “Millennials” is actually what you hate about yourself.
— Me
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5. Not all “Millennials” are created equal
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Not all “Millennials” are created equal
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So what do we do?
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4 ways to get started
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Personas
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Personas
Customer Journey Mapping
Ethology.com
Ethology.com
Personas
Customer Journey Mapping
Customer Interviews/Surveys
Ethology.com
Ethology.com
Personas
Customer Journey Mapping
Customer Interviews/Surveys
User Experience TestingEthology.com
Ethology.com
Personas
Customer Journey Mapping
Customer Interviews/Surveys
User Experience TestingEthology.com
Ethology.com
Thank you!
@DRJedi
Ethology.com
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