PODCAST: How We Must Market To Millennials; Josip Petrusa Says Be Exclusive, Personal & Sincere » mobilegroove

In brief: The ongoing series of podcasts underlining the business value of permission mobile marketing continues with insights into what millennials expect (translate: demand) from brands and advertisers. We go to the source, speaking with Josip Petrusa (26), a Gen-Y, insight specialist who provides companies advice on how they can/must engage with empowered, digital natives.

The overwhelming positive response to this series (particularly to last week’s podcast offering small businesses some practical advice) indicates a growing interest among all the companies in teh ecosystem in understanding the mechanics of mobile marketing. Yes, we know that mobile marketing must be a conversation, but how do brands and mobile operators start one? And – more importantly – what should they do to keep the exchange going?

Authorities and stakeholders I have interviewed to date provide some important insights into the incentives and rewards that can wring more value out of this two-way conversation. In addition, this recent column from Lisa Ciangiulli, aptly titled Keeping the conversation going in permission mobile marketing, is chock-full with practical advice and learnings.

But, when I saw this well-written post from Josip Pertusa, explaining why and how brands should market to millennials, I just had to reach out. Fortunately, Josip, true to the stereotype, lives an extremely connected lifestyle. He responded within minutes to my tweet and then we jumped on Skype to set up the podcast for first thing in the morning his time. (Josip is based in Canada.) My personal thanks to Josip for his flexibility – and for a frank discussion about how millennials really feel about their mobile phones.

We know that millennials live their lives on their mobile phones, but Josip’s description of this relationship says much more. For him – and for his peers – the mobile phone is “an extension of ourselves” and “almost a best friend.”

Based on the nature of this relationship, marketing has to be personal and permission-based. Interestingly, companies that have moved their focus from mobile to social – thinking they could cover more ground with a Facebook page and a Like button – may be short-sighted. Josip made it clear in the interview that millennials want to be treated as individuals. While they may interact with companies in social networks, the conversations they conduct directly with the brands on their mobile phones are much more meaningful.

Among the highlights:

SOCIAL MEDIA FATIGUE: In Josip’s view, there is an “over-emphasis” on social networks. “Agencies, marketers, advertisers and brands that focus on social [sites] are taking a traditional approach” that is still all about reaching large numbers of people. At the end of the day, a presence on a site is still about reaching everyone, everywhere. “Because so many people are flocking to social media and social networks, the [brand] strategies often assume that people will flock to that brand and flock to that message, and that doesn’t seem to be the case.”

MOBILE ME: Mobile is a core part of a millennial’s existence. “Millennials absolutely cherish their mobile phones.” It never leaves their side – and companies must keep this in mind when they deliver their marketing campaigns.

MARKETING HOW-TO: The device is personal – and the marketing message must also be meant for the person who receives it. No one else. As Josip puts it: “It has to be exclusive to our ears in a way, it has to give us a reason to be listening…They want to [feel] that they’ve got the inside deal. The message is sent to them.”

OPT-IN: Absolutely mandatory. “It’s extremely important to the relationship. And there’s so much strength in that [relationship] for both sides. We are opting-in to the message; we are willingly saying that we want to receive your messages. With that being said, we, in turn, would like to receive messages that are actually relevant to us.”

THREE THINGS YOU HAVE TO DO: Josip gives brands advice and offers a three-point list what companies need to get right to get millennials’ attention. Listen in to the podcast and take notes. A clue: it’s all about getting personal – at every level.

MY TAKE:

Starting the conversation is just half the battle. Millennials know they are in control, and they can and will stop interacting when they sense the message is random or the brand doesn’t care. I leave you with a phrase that should be hanging in every boardroom everywhere (inspired by my discussion with Josip): If it’s meant for millennials, it has to be personal.

Editor’s note: But don’t take my word for it – check back in the next weeks when MSG features a series of virtual round tables recorded with real youth in Brazil and the U.S. How should brands treat digital natives? We don’t guess; we ask them!

* * *

As an insight specialist on Millennials, Josip Petrusa explores how Millennials engage and react with social media, mobile communications and marketing. As a blogger on http://itsjosipnotjoseph.com/, he analyzes what it is to be a Millennial and provides us all a better understanding of how we should interact with Gen Y. You can contact him via email (josip@itsjosipnotjoseph.com) and follow him on Twitter @josippetrusa.

LISTEN TO THE PODCAST HERE [11:50]

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Disclaimer: Optism is an MSG client and supporter.

This entry was posted on Thursday, August 12th, 2010 at 5:21 pm and is filed under Briefing Rooms, Featured, Millennial Round Table, Mobile Marketing, Optism, Podcasts. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.