Millennials and B2B Marketing
In a B2B Report on millennials published by Sacunas (2016), it describes millennials as “digital by default”. Although this statement can be made through mere observation of practice and trends, businesses need concrete evidences to support such idea in order to logically strategize. The most important channels for researching new products and services are search engines, vendor websites, and social media for 56% of the millennials (Sacunas, 2016). In addition, social media is used by 85% of millennials to look into products and services for their jobs
and companies.
According to a survey conducted by American Press Institute (2015), 88% of millennials get news from Facebook. While Ronnie Charrier (2016), a Social Media Strategist, mentioned in his article “Millennials And Social Media: It’s More Complicated Than You Think” that millennial women are more likely to use Instagram than Snapchat and Twitter.
Videos are believed to be the most effective form of online content and social media (Sacunas, 2016), contributing to improved memory recall. It’s then safe to assume that the majority of millennials are visual learners. Since millennials are after transparency, values, relevancy, and engagement (IBM Institute for Business Value, 2015), companies should only create and release meaningful and exemplary online content for better branding.