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• Cover
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part 1: Getting Started with Marketing to Millennials
• Chapter 1: Getting to Know Millennials
• Discovering Why Millennials Matter
• Leveraging Millennial Influence
• Meeting Millennials Where They Are
• Chapter 2: Creating a Modern View of Millennials
• Understanding the Marketer’s Perception of Millennials
• The Millennial Mindset
• Chapter 3: Creating Your Target Audience
• Considering These Questions
• Engaging Audiences on Different Media
• Running an Interest-Identification Audience Analysis
• Creating Segmented Audience Pockets
• Part 2: Creating Your Millennial Marketing Strategy
• Chapter 4: Using Data to Build a Strategy
• Recognizing the Value of Data
• Pinpointing Key Indicators in Your Data
• Using Your Data as the Foundation of Your Strategy
• Identifying Data Sources
• Analyzing Your Data on a Regular Basis
• Chapter 5: Connecting with Millennials on Traditional Media
• Taking Advantage of Television (With or Without the Budget)
• Targeting Millennials with Print Media
• Incorporating Email into Your Strategy
• Chapter 6: Engaging with Millennials on New Media
• Using Facebook at the Core of Your New Media Strategy
• Creating a Facebook Content Strategy Geared Toward Millennials
• Building a Relationship with Your Millennial Audience on Facebook
• Advertising to Millennials on Facebook
• Chapter 7: Communicating with Millennials Using Twitter and Video
• Determining How Millennials Use Twitter
• Developing Your Editorial Calendar
• Developing Twitter Content
• Reaching Millennial Twitter Users
• Engaging with Your Audience Using Video
• Chapter 8: Using Native Mobile Social Media
• Delving into Instagram and Snapchat
• Creating a Strategy to Reach Millennials on Instagram
• Navigating Snapchat
• Chapter 9: Creating a Multichannel Media Strategy
• Grasping the Unity of Media Types
• Developing a Unified Omni-Channel Communications Strategy
• Targeting Your Strategy to Millennials
• Chapter 10: Creating a Mobile Strategy Tailored to Millennials
• Establishing Mobile-Specific Goals
• Creating Mobile-Specific Content for Your Website
• Using Social at the Core of Your Mobile Strategy
• Targeting Millennials with Mobile Advertising
• Running a Cohesive Mobile Campaign That Targets Millennials
• Chapter 11: Conducting a Millennial Marketing Strategy Audit
• Cornerstones of a Strategy Audit
• Reviewing the Foundation of Your Strategy
• Evaluating Your Objectives
• Examining Your KPIs
• Pacing Your Audit
• Identifying New Opportunities with Data
• Auditing Your Individual Initiatives
• Part 3: Analyzing Millennial-Specific Engagement Opportunities
• Chapter 12: Utilizing the Share Economy
• Positioning Your Brand Around Sharing
• Establishing a Voice
• Running a Niche Campaign for the Share Economy
• Encouraging Audience Participation
• Measuring Results
• Chapter 13: Leveraging the Desire for Experience
• Creating a Brand Experience Strategy
• Identifying Touchpoints for Your Audience
• Checking Off Elements for Each Touchpoint
• Developing a Customer Relationship
• Segmenting Your Content
• Integrating the Experience for an Omni-Channel Strategy
• Tracking the Brand Experience Across Different Media
• Running Brand Experience Campaigns
• Chapter 14: Mastering the Market of Demand
• Evolving Your Organization to Cater to Demand
• Creating On-Demand Services
• Building a Real-Time Response Strategy
• Building Out the Components of Your Real-Time Strategy
• Chapter 15: Adjusting Strategies for Millennial Consumption Habits
• Looking at Crucial Media Types
• Running Social Care Programs on Various Media
• Building Lasting Relationships
• Managing a Brand Crisis
• Chapter 16: Cause Marketing with Millennials in Mind
• Recognizing Opportunities to Align with a Cause
• Marketing Your Brand with a Cause
• Using Your Cause to Build Relationships with Millennials
• Avoiding Damage to Your Brand
• Part 4: The Part of Tens
• Chapter 17: Ten Successful Marketing Campaigns That Won Over Millennials
• Domino’s Tackles Snapchat
• Nike’s Experiences on Instagram
• Chipotle and Digital New Media
• TOMS Focuses on a Cause
• Dollar Shave Club Picks Price and Viral Videos
• Uber Develops Millennial-Friendly Campaigns
• Coca-Cola Plays the Name Game
• Adblock Plus Identifies a Need
• Hendricks Makes Gin Cool
• Best Western Caters to One Group
• Chapter 18: Ten Mistakes Marketers Make When Marketing to Millennials
• Assuming Laziness
• Assuming Selfishness
• Assuming Vanity
• Assuming Frugality
• Assuming Ignorance
• Focusing on Age
• Ignoring the Mindset
• Focusing Only on the Campaign
• Aggressively Selling
• Ignoring the Relationship
• Chapter 19: Ten Quick Tips to Keep Top of Mind
• Start with Data
• Remember the Psychographics
• Evaluate Additional Age Brackets
• Establish Demographic-Specific Objectives
• Choose Your Causes Wisely
• Identify the Foundation of Your Relationships
• Focus on the Experience
• Regularly Audit Your Performance
• Keep Your Voice Genuine
• Go Mobile First
• About the Author
• Advertisement Page
• Connect with Dummies
• End User License Agreement