Millennials are typically defined as individuals between the ages of 18 and 34 years. They make up 23% of the global population and have a total population of 1.8 billion, making them the largest adult cohort in history. Businesses seeking sustainable growth in the digital age should inevitably want to talk about the wants and preferences of this enormous client base. Understanding that Millennials are fundamentally different from earlier generations and designing your marketing to meet their needs are essential to success.

Characteristics of the African millennial consumer

  1. The African millennial consumer is tech savvy
    Understanding the media habits of the younger generation, which is a primary factor influencing the majority of purchasing decisions, can help a firm discover how to win over the millennial consumer. The void left by the out-of-date marketing messages that placed a greater emphasis on product sales has been filled by new channels. Right now, the main variables influencing clients are digital research and social media presence.
  2. The African millennial consumer doesn’t really care about loyalty
    There is no better way to emphasize that the millennial consumer is more concerned about a working product than a product from a particular brand. The typical millennial consumer always knows and has a plan B product to cover for when plan A doesn’t work.
    A simple case is that of ide sourcing where a random check would reveal most millennials have both Uber and Bolt rider applications installed, or will easily switch to the latest Samsung phone if their Apple iPhone fails. With this understanding, companies should not be fooled by their current preference among millennials and relax on the need for improvement to keep their products functional.
    Read also: The middle class crisis in Kenya, many are living fake lives and they know it.
  3. The African millennial consumer is unpredictable
    According to research findings reported by Campainasia, the typical millennial consumer is highly volatile or better put unpredictable, making them one of the most dynamic consumer groups a company can deal with. The decision making process among millennial customers is often rational and advised by more than just emotional persuasion, meaning that a company has got to do its homework well to ensure it remains at the top of mind for this consumer group. Some of the common reasons why a millennial consumer may make a sudden change at the last minute include personal preferences, the business not having the customer’s preferred payment mode, peer pressure, poor product functionality and poor customer service among other reasons.
  4. The African millennial consumer wants to experience firsthand
    Nothing matters more to a millennial consumer than to be able to see and feel the experience themselves. Unlike older generations where word of mouth marketing works extremely well, millennials want to be able to take a ride in the newest vehicle before they can purchase, or to wear the 3D glasses and watch the show, fit the watch and see how they look or feel the weight of the new iPhone released.
    Denying the millennial customer the opportunity to feel this experience is essentially depriving your company of a new customer, according to the definition of the millennial consumer by BCG
millennials

How to market to the Modern African millennial consumer

  1. Be where they are
    In this digital era, the biggest percentage of the millennial consumers are in some sort of social network powered by digital technology. Maintaining a good online presence is essential if a business is to succeed in selling to millennials. During their customer journey, 86% of millennials utilize social media as a research tool. Millennials want to know that other users have had good experiences with your products when it comes to social content that is most helpful. So take into account client video testimonials as well, and constantly showcasing what you sell and how it is used. I can almost guarantee you that before any millennial who has a digital device and internet access steps out the door to go to a physical store, they have already done their research online, and only those companies that are on digital media stand a chance at getting that purchase.
    Read also : 5 benefits of digital marketing over traditional marketing strategy
  2. Be fun and experiential
    If you want to attract millennial customers, you must ensure that your marketing strategies take outstanding user experience into account. Websites, emails, and advertisements must provide mobile users with a great user experience. Almost all Millennials use their mobile devices to obtain data while they are on the road. Additionally, you must be a skilled visualizer who draws on visual evidence to power your marketing messages. This can be done by targeting millennials with visual content like infographics, video, and even memes – whose use needs to be careful in order to maintain a meticulous balance between professionalism and a little fun. Since millennials don’t have a lot of free time, or have little time to share with strangers, getting their attention quickly and memorably should be a major focus for any business.
  3. Partner with the modern African millennial consumer
    Millennials are the generation that creates content, with 46% of them generating original content online. When social sharing is taken into consideration, 60% of millennials actively take part in the creation and publication of information. The secret to effective co-branding is to give the public a sense of inclusion while still maintaining some control. Opportunities for millennial co-creation will undoubtedly increase brand loyalty among consumers. People are encouraged to keep engaging with a business because when they are personally associated with it, they feel empowered, in charge, and that their ideas matter. Through this idea, some companies are implementing cutting-edge UGC strategies, like the usage of hashtags and photo frames.
  4. Don’t play games, deliver on your brand promise
    Needless to say, you cannot sell hot air to millennials, they will catch you pants down, make you trend and expose your mischief in such a way that even your fourth generation will be embarrassed to be associated with you. Millennials are hard to cheat even a coin out of their pockets, as they will not hesitate to expose you. So even as you consider other options of engaging them, start from the basics, ensure your product works exactly as you say it works, and constantly safeguard your ability to deliver on yoru brand promise. 

I hope by now you have a pretty clear picture of what the millennial market is and how to start your journey to marketing to them. There is no rocket science, you have got to master the secrets by learning while on the job.

Ask us any questions about marketing to millennials, and we shall be more than happy to answer.
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