Your core customer base is about to be made up of the generation you don't understand, and perhaps not even like. Will you connect with them or lose them--with your business not far behind?
Your core customer base is about to be made up of the generation you don't understand, and perhaps not even like. Will you connect with them or lose them--with your business not far behind?Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
JEFF FROMM is Executive Vice President at Barkley, with over 25 years' experience working with major brands including Hallmark, Sears, and PayLess.
Inhaltsangabe
Contents
List of Figuresxi Forewordxiii Acknowledgmentsxvii Introduction1 Influential and Active Consumers2 What We Uncovered4 CHAPTER 1 Who Are They?7 The Participation Economy8 The Old Framework vs. the Participation Framework9 Friends Have Influence16 Birth of the "Digital Native"19 Optimistic Despite the -Roller--Coaster Economy20 The Millennial Mindset23 Chapter 1: Key Takeaways27 CHAPTER 2 The New Rules of Marketing to Millennials29 The "What" Generation?30 An Enigma Generation?32 Begin a Relationship Now, If You Haven't Already34 Younger and Older Millennials: A Difference?37 Six Distinct Millennial Segments39 Millennial Guys and Gals47 Chapter 2: Key Takeaways51 CHAPTER 3 Engage These Early Adopters of New Technologies53 The Household CTO55 "I Know More Than My CEO"57 The Mobile Moment of Truth61 Chapter 3: Key Takeaways73 CHAPTER 4 Build a Listening and Participation Strategy75 The Participation Economy81 The "Right" Strategy83 Engagement (New) vs. Interruption (Old)85 Interaction (New) vs. Reaction (Old)90 Engaged Participants (New) vs. Heavy Users (Old)96 Personal Gestures (New) vs. Big Promises (Old)98 Active Cocreators (New) vs. Passive Consumers (Old)100 Chapter 4: Key Takeaways104 CHAPTER 5 Make Them Look Good Among Their Peers107 Hyperconnected and Always On the Go110 Information Hungry112 Gotta Look Good!118 People Care About What I Say, Where I Am, and What I'm Doing120 So What Does This All Mean?122 Chapter 5: Key Takeaways124 CHAPTER 6 Design a Sense of Fun and Adventure127 Market Disrupters Win Big132 Comedy Natives135 Generation Innovation137 The Parent Trap140 Chapter 6: Key Takeaways143 CHAPTER 7 Don't Give Them a Reason to Cheat on You145 The Price Needs to Be Right147 What Ever Happened to Brand Loyalty?149 Up the Fun Factor150 Rewards Work155 Coupons Are King158 Excellent Customer Service Matters, Too159 Take Their Feedback to Heart162 Brands That Care163 Chapter 7: Key Takeaways167 CHAPTER 8 Epilogue169 Keep Up with Technology Trends169 Engage Millennials in Everything You Do170 Strive for Content Excellence172 Good Content Is Key173 No Brand Can Afford to Ignore Millennials175 Notes179 Index193 About the Authors201
List of Figuresxi Forewordxiii Acknowledgmentsxvii Introduction1 Influential and Active Consumers2 What We Uncovered4 CHAPTER 1 Who Are They?7 The Participation Economy8 The Old Framework vs. the Participation Framework9 Friends Have Influence16 Birth of the "Digital Native"19 Optimistic Despite the -Roller--Coaster Economy20 The Millennial Mindset23 Chapter 1: Key Takeaways27 CHAPTER 2 The New Rules of Marketing to Millennials29 The "What" Generation?30 An Enigma Generation?32 Begin a Relationship Now, If You Haven't Already34 Younger and Older Millennials: A Difference?37 Six Distinct Millennial Segments39 Millennial Guys and Gals47 Chapter 2: Key Takeaways51 CHAPTER 3 Engage These Early Adopters of New Technologies53 The Household CTO55 "I Know More Than My CEO"57 The Mobile Moment of Truth61 Chapter 3: Key Takeaways73 CHAPTER 4 Build a Listening and Participation Strategy75 The Participation Economy81 The "Right" Strategy83 Engagement (New) vs. Interruption (Old)85 Interaction (New) vs. Reaction (Old)90 Engaged Participants (New) vs. Heavy Users (Old)96 Personal Gestures (New) vs. Big Promises (Old)98 Active Cocreators (New) vs. Passive Consumers (Old)100 Chapter 4: Key Takeaways104 CHAPTER 5 Make Them Look Good Among Their Peers107 Hyperconnected and Always On the Go110 Information Hungry112 Gotta Look Good!118 People Care About What I Say, Where I Am, and What I'm Doing120 So What Does This All Mean?122 Chapter 5: Key Takeaways124 CHAPTER 6 Design a Sense of Fun and Adventure127 Market Disrupters Win Big132 Comedy Natives135 Generation Innovation137 The Parent Trap140 Chapter 6: Key Takeaways143 CHAPTER 7 Don't Give Them a Reason to Cheat on You145 The Price Needs to Be Right147 What Ever Happened to Brand Loyalty?149 Up the Fun Factor150 Rewards Work155 Coupons Are King158 Excellent Customer Service Matters, Too159 Take Their Feedback to Heart162 Brands That Care163 Chapter 7: Key Takeaways167 CHAPTER 8 Epilogue169 Keep Up with Technology Trends169 Engage Millennials in Everything You Do170 Strive for Content Excellence172 Good Content Is Key173 No Brand Can Afford to Ignore Millennials175 Notes179 Index193 About the Authors201
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