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Millennials Archives | MSSmedia

How to Effectively Use Social Media in the Public Health Space

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social media in the public health space
When we think about social media marketing, the public health space rarely comes to the top of our minds. However, using social media platforms to raise public awareness in public health campaigns cannot be overlooked. In this article, we will cover how the two can go hand in hand. Let’s start with defining public health.

What is public health?

We define public health as “the science of assuring the safety of people while improving the health of communities through education, research, and policies.” The three main public health functions are to create public policies intended to solve local and national health problems. To make sure that all communities have access to efficient health care: to test the overall health of populations at risk to find health priorities.

The Opioid Crisis

Besides all the technical definitions, public health has been at the forefront of our conversations and new cycles because of the opioid crisis. The opioid crisis is affecting populations in America and Canada, and social media can be a powerful tool to solve this public health crisis.  We are all aware that people need pain medications regularly, but often difficult to educate both young and older generations to understand the right usage of meds. In 2016, several non-profit organizations that tried their best to train suburban communities to a healthier and more responsible lifestyle conducted the first opioid crisis response acts. Statistics related to opioid crisis did not improve. Social media marketing companies started to deepen their knowledge of public health concerns. For example, FCB New York, the U.S. Food and Drug Administration’s advertising agency, announced the launch of a new education campaign to help America understand the fundamental role of removing and disposing of unused prescription opioids from people’s homes.

The “Remove the Risk” campaign extends its social media marketing tips even on the FDA website in both Spanish and English to help individuals choose the best choice for their solution. Social media marketing books started to write about public health issues while giving out powerful suggestions on how to deal with public health concerns as a social media marketing agency. For instance, the “Social Media Marketing and Public Health: Theory and Practice” manual introduces conceptual approaches to influence positive behaviors that prevent diseases and promote healthier habits. Social media marketing took an important turn in today’s society, focusing on making an honest and powerful impact in people’s minds. At MSSmedia we have been creating a sincere difference for over 15 years, making our clients’ needs and objectives a priority. Read More

10 Tips for Advertising to Millennials

By | Buying Power of Millennials, Campus Advertising, DNA of Millennials, Engaging Millennials, Generation Z, Social Media Advertising | No Comments
Advertising to Millennials
As we all know, millennial generations are critically important to the Media and Communications industries. Some people don’t get them, others excuse them, but in order to successfully engage with them the best thing to do is to fully understand who they are and what they want.

So, what is a Millennial? The definition of a millennial is not unanimous. However, it usually refers to the age range between 18-35 years old. But, one of the first words that comes to mind when you think of the millennial generation is SOCIAL. Since Millennials were born during the years of change, such as the advent of digital marketing, they are known for being very active on all social media platforms and are always on top of key trends like food and fashion. However, besides these key millennial generation characteristics, there are many more to pay attention to (especially in the advertising game). In order to catch their attention and build their trust over time, it is important to follow these 10 tips when deciding to advertise to them.

 

SUPPORT A GOOD CAUSE

Supporting a good cause is the perfect way to incentivize your Millennial audience and to show that you care about making the world a better place.

General practices such as supporting a cause and using creative advertising methods will certainly help. For example, climate change has increasingly become a critical topic that many Millennials take seriously. So, once you have segmented your audience, start creating high-quality messaging with the mediums that you will use for the segments chosen. This can be in the form of a billboard, an advertisement on a bus shelter, or any other campus media that engages these younger generations while improving your ad positioning as well.

USE OOH ADVERTISEMENTS

Have you ever seen one of those billboards on the side of the road during rush hour and thought that it read your mind? OF COURSE. Out-of-home advertisements have been found as a very effective method to influence people’s purchasing power, specifically among Millennials. It is a fun type of advertisement that is to be straight to the point. In fact, studies show that OOH resonates with authentic and real-world experiences. The nature of billboard advertisements is to play off of our short attention span and provides a last-touch opportunity in the path to conversion. In this way, brands have the chance to resonate with young generations multiple times of day. At MSSmedia, we provide a suite of OOH campus media placements that will help your brand make an impact and a sincere difference. Curious? Check out our work here.

PODCASTS

Millennial audio consumption of all types has been increasing on a national scale. According to iHeartRadio, we are currently living in an audio-first world where streaming services, podcasts, and radio are gaining ground day after day. This year, 51 percent of American consumers reported listening to a podcast. At MSSmedia, we offer quality audio advertisement placements that capture users on streaming services nationwide.

PEER-TO-PEER MARKETING

Millennials and the Gen Z are interested in authenticity, not salesmanship. They prefer insights from people whose lives are like theirs – not from the ones that are “too cool” to be true. And, this characteristic of the millennial generations opens up the opportunity for peer-to-peer marketing to flood in. Peer-to-peer (P2P) marketing is a method where customers engage other customers through recommendations. With a big component being word of mouth, P2P is used on college campuses. But, social media, in the meantime, is the P2P equivalent in the business game. It doesn’t feel like a sales tactic, Millennials say. It is not pushy or self-focused. On the contrary, P2P lends authenticity while giving a voice to those who have nothing to gain but meaningful and reciprocal recommendations.

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Colleges’ Newest Market: Generation Z

By | Food for Thought | One Comment
Generation Z. Hannah Wendell October 30, 2017

For us all, life moves on. Millennials are beginning to make their way in the real world, leaving college behind.  A younger crowd is taking the stage.  Generation Z has entered the college era.  These young people are the newest candidates for loans, credit cards, real estate leases, and more.  Their attention is not only captured by traditional advertisements, but they are completely at home with digital ones.  Generation Z is the most “tech-savvy” group of individuals that the world has seen.

 

In fact, the vast majority of these young adults have not experienced life without the use of technology.  A lifestyle where answers are not at one’s fingertips, or easily downloadable from a smartphone application, is foreign to Generation Z.  Advertising has changed forever— and it’s thanks to these younger, technology-driven generations.  The use of digital marketing is at the highest rate ever, and will only continue to sky rocket.  While businesses continue to enjoy success using traditional modes of advertising, they are wisely making use of the new digital methods as well.

 

Although it may seem like the earth revolves around technology, more is yet to come.  The group following behind Generation Z will be even more at home with mobile platforms.  People of all ages will soon be unable to imagine life before cell phones.  In order to capture the attention of these young individuals now and in the future, it is important to learn how to market on every platform— digital included.  Generation Z has moved the millennial generation out of the college market place, and the world of technology and digital marketing will only continue to grow.

How to Win with Affluent Millennials

By | Engaging Millennials | No Comments

Millennials are quickly becoming the largest generation by population size. They are also obtaining higher levels of affluence and impacting the way high end and luxury brands are approaching their consumers. According to a study, there are about 6.2 million millennial households that report earning an annual household income of at least $100,000. Although this number is shockingly high, this generation is set to become the most significant audience for luxury brands in the next five years.
Many outside of this generation emulate millennials because they are considered to be trendsetters. Within the millennial consumer, the trendsetters are the affluent millennials. They can afford the high fashion items and to travel around the world, which in turn makes their peers envious and want to try similar things. These affluent consumers are also more likely to post on social media to share their experiences, which brands try to leverage. If brands can appeal to the trendsetters, this can have a snowball effect and spread to multiple generations.
This answers the why of brands should target these consumers, but then comes the conversation of how to target them. It helps to understand that they are very independent. Rather than constantly communicating with them, brands should take the absent-but-present approach. This means brands should be available when needed, but not pushing the consumer too much. These people want to make decisions on their own and only look for support from brands when needed.

Move Out of the Way to Market to Millennials

By | Engaging Millennials | No Comments

According to the Harvard Business Review, two traits that tap into the fundamental DNA of most millennials are sociability and urgency. Nike has done a great job of marrying these two traits with their Nike+ app. The app allows runners to track and share their paths on social sites such as Twitter and Facebook. It’s not only the fact that users can share their journey with their social following, but if a user liked your post while running, the runner would hear cheers and applause in their headphones. This allows friends and users to give something to one another without the brand being directly involved. They are simply using the brand’s platform, but doing the rest on their own.

Interactions like these play on the two main traits of urgency and sociability. The runner can post their path instantly and the congratulatory aspect brings the social factor. Although the app has been out for a few years, not many brands have followed suit.Buzzfeed has been able to capitalize on the social aspect. The site uses native content to attract millennials that share with their friends, which in turn draws brands and advertisers.

Once you have attracted the audience and engaged them, the next step is to have a sense of urgency. You want them to share your content without being prompted. This requires creating shareable content that the audience wants others to see and/or experience with them. If they do this, they’ll most likely come back for more. Buzzfeed learned this quickly when they created their polls and quizzes that allowed user to self-identify with others in the community. Fans who enjoy taking a quiz surrounding a topic that interests them will most likely share with others. For example, Disney fans or movie lovers might enjoy the quiz “What Would a  Disney Movie of Your Life Be Like?”

If brands were able to harness the connection between sharing and urgency among millennial communities, they would be able to target this generation and have them be truly engaged with the brand. These users would be engaged without feeling the pressure of a brand pushing something on them, because they are making the move themselves. If done correctly, it would resemble a brand as the host of a party, but the host doesn’t have to put in much effort. The brand (host) would understand the commonalities of each guest and use them to connect one another. The rest lies in the interactions of the guests as the host observes from a distance. Brands move out of the way and let the users connect and interact. Brands such as Nike and Buzzfeed already understand and implement this, but other millennial brands can utilize this as well and capture the attention of this transient generation.

Shifting Trends in Millennial Holiday Shopping

By | Buying Power of Millennials | No Comments

Shifts in shopping have been occurring among millennials. Black Friday and Cyber Monday have great deals and are entertaining, but these days don’t have the effect they used to. Consumers are more knowledgeable of how to find sales and discounts. They don’t need these large shopping holidays to find what they want for less, because they are budget friendly year-round.

Shoppers have changed their expectations of what they expect from retailers. This past Black Friday saw more online sales than in store for the first time. So if people happened to shop on these days, it was mostly online. To try and track which brands were doing well among this generation, Teen Vogue and Goldman Sachs conducted a survey of millennial shoppers across the nation. Most of the retail brands were budget-friendly. Below is a list of the top 20 among young women.

  1. Forever 21
  2. Victoria’s Secret Pink
  3. Victoria’s Secret
  4. Nike
  5. Sephora
  6. MAC
  7. H&M
  8. Converse
  9. Urban Outfitters
  10. Target
  11. EOS
  12. Bath and Body Works
  13. Sephora Collection
  14. Urban Decay
  15. Vans
  16. Maybelline
  17. Louis Vuitton
  18. Steve Madden
  19. Marc Jacobs
  20. Free People

Driving Factors for Millennial’s Retail Decisions

By | DNA of Millennials | No Comments

The buying power that millennials have entices brands and retailers of all industries. There are about eighty million millennials in America and they represent about one fourth of the entire population with $200 billion in annual buying power. Despite this, companies have been struggling to connect with them through advertising and capture their attention. They’re different from their parents and previous generations so retailers have had to approach them differently. Below are key factors to keep in mind that differentiate millennials and their shopping habits.

1. Save for a rainy day

According to the second-quarter 2015 Nielsen Consumer Confidence report, roughly 70% of millennials indicate their personal finances will be either good or excellent in the next year. These same consumers have experienced the hardships of the U.S. economic turmoil, therefore they are savvy shoppers by necessity. They will purchase previously used items and research at least four sources when trying to decide on a purchase.

2. Some millennials are thriving economically

Some millennials struggle with money, but about 27% of this generation qualifies as upscale millennials that earn more than $75,000 per year. This subgroup has a median income 11 times that of the general millennial group. Brands need to understand the needs of this distinct subgroup to capture their attention.

3. Spend money on what matters to them

Yes, millennials love a deal, but they also spend money on what matters to them. Known as the technological generation, millennials will not delay in upgrading their devices to save money. While they spend less on clothes to save money, 35% still make apparel purchases with their extra cash.

4. Digital is Key

About 92% of Millennials own a smartphone, compared with 76% of Baby Boomers. Because technology is an integral part of their lives, it’s a key component of their shopping experience. Roughly 19% of Millennials and 31% of upscale Millennials spent over $1,000 online in the past year. The majority (66%) use the Internet to purchase hard-to-find items. Roughly 70% of upscale Millennials scour the Internet for hard-to-find items.

5. Trusting Generation

Compared to all other generations, millennials are the most trusting of almost every type of advertising including traditional and digital. For the retailers that can tap into these outlets and properly communicate their message to this generation will see big rewards.

CNN Has a New Millennial Targeted Video Site

By | Food for Thought | No Comments

Sites like Buzzfeed are a hit among millennials, and now big players like CNN are looking to captivate this target market with a new video platform called Great Big Story or GBS. There are many players vying for the attention of the millennial market, so GBs wants to set themselves apart by having a different voice and different point of view. However, they do not want to be considered a news network.

 They will release three to five non-fiction videos a day about topics ranging from new frontiers to tastes and flavors. We are in age where if you don’t know the answer to something, you Google it, and these are the people GBS wants to target. Target the consumers that questions everything and Google topics to learn more. GBS will not be waiting for this target to find them so they will have highly targeted ads on multiple platforms to make themselves known. A great place to promote is on college campuses where the heart of this target is on a daily basis. Coupled with targeted social media ads and TV placements, GBS is sure to make their presence known.

Jolly Rancher Candy Brings a Smile to Millennials

By | Food for Thought | No Comments

Sometimes we don’t wake up on the right side of the bed. We trip down the stairs, forget to study for an exam, get caught in the rain and more. Life isn’t always fair and just simply sucks at times. Targeted at millennials, Jolly Rancher wants this generation to suck on their candy in hopes that these unfortunate moments will suck a little less. The candy itself is hard and represents life’s hardships, but when sucked on, produces sweet sensations. Most other candy has to be chewed, so this presented an opportunity for Jolly Rancher to capitalize on their differentiating feature.
Taking a juvenile approach in a comical manner, the candy brand pinpointed frustrations that these young adults encounter and offered a simple break. For example, one of their tweets read, “Let’s all give it up for candy that lasts longer than some relationships!” Breakups can be rough, but Jolly Rancher doesn’t want people to dwell on it and tries to make it a lighthearted situation.
Although unfortunate things happen in life, we deal with it and move forward. Jolly Rancher used relatability with simple creative to make this point. In addition to social media, the brand utilized TV, OOH at colleges around the country and online methods. Reaching millennials where they would be most receptive, the messaging was received quite well, increasing brand awareness and favorability of the brand.

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