Published On: Sat, Feb 11th, 2017

The Marketing Corner: Trends Changing the Landscape

Customers shop at a Walmart Neighborhood Market store in Chicago. (Scott Olson/Getty Images)

Customers shop at a Walmart Neighborhood Market store in Chicago. (Scott Olson/Getty Images)

Millennials are very focused on instant gratification.

This may not sound like something worthy of a news flash. But this statement accurately depicts marketers’ usage of entertainment-oriented messages to drive sales. These tactics include using in-game/gaming consoles, virtual reality (VR), and other immersive environments to increase engagement, stimulate trial, and garner brand affinity.

Millennials are at the forefront of driving food preferences. From healthy eating to discovering the latest foodie options. Since Millennials like to be in the know, they are constantly on their social media sites checking out the latest recommendations and must-go-to spots. Just look at movie theaters. Gone is the stale popcorn with the flat pop. Now, moviegoers sit in a state-of-the-art environment with crafted food options, not to mention the lounge chairs and the bar to get that specialty drink.

Many public spaces are being reimagined to create a socially integrated community. Retailers, in particular, are using technology for self-check outs and pop-up stores along major city thoroughfares to heighten awareness of new product launches. Big Box retailers are re-imagining themselves and creating smaller footprints to encourage a “neighborhood” niche feel. Just look at Walmart as an example.

Marketers have to really consider the consumers first.

Cities are using parking apps so ease tempers from consumers having to go feed the meter. Chicago is using river-front space for retail. Now you can sit at a boutique cafe and enjoy coffee or tea with a river view of yachts sailing by. It’s an example of how public spaces are being reimagined to serve consumers.

So, what does all this mean for marketers? Marketers have to really consider the consumers first. Seek behavioral research to help guide you on what are their potential needs.

Advertising messages are not just messages now. They are also a form of entertainment. Look at your portfolio of owned media and your store front to determine the best way to transform your business into the type of environment that Millennials will want to patronize.

Be sure to blend mobile experiences into your mix and realize that traditional selling models are now a thing of the past.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]

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