Book 4

Reaching Your Millennial Audience

Contents at a Glance

  1. Chapter 1: Figuring Out Millennials
    1. Discovering Why Millennials Matter
    2. Leveraging Millennial Influence
    3. Meeting Millennials Where They Are
  2. Chapter 2: Looking at the Influence of Millennials
    1. Understanding the Marketer’s Perception of Millennials
    2. The Millennial Mindset
  3. Chapter 3: Pursuing a Data Strategy
    1. Recognizing the Value of Data
    2. Pinpointing Key Indicators in Your Data
    3. Using Your Data as the Foundation of Your Strategy
    4. Identifying Data Sources
    5. Analyzing Your Data on a Regular Basis
  4. Chapter 4: Finding Millennials on Traditional Media
    1. Taking Advantage of Television (With or Without the Budget)
    2. Targeting Millennials with Print Media
    3. Incorporating Email into Your Strategy
  5. Chapter 5: Experimenting with the Share Economy
    1. Positioning Your Brand Around Sharing
    2. Establishing a Voice
    3. Running a Niche Campaign for the Share Economy
    4. Encouraging Audience Participation
    5. Measuring Results
  6. Chapter 6: Developing the Brand Experience
    1. Creating a Brand Experience Strategy
    2. Identifying Touchpoints for Your Audience
    3. Checking Off Elements for Each Touchpoint
    4. Developing a Customer Relationship
    5. Segmenting Your Content
    6. Integrating the Experience for an Omni-Channel Strategy
    7. Tracking the Brand Experience Across Different Media
    8. Running Brand Experience Campaigns