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4imprint has embarked on a new campaign to discuss the future of marketing with millennial influencers and how they engage with brands online.
The company, which is the UK’s leading supplier of promotional products, invited key influencers to create conversations on marketing tactics among UK companies.
The direction of their conversations suggests that businesses need to adopt marketing methods that engage with the age group on a much deeper level if organisations are to either inform or influence their online purchasing behaviour.
Key themes discussed by the bloggers were how they wanted to feel a connection with the brand before making a purchase. They said that this could be achieved through personalised inbound marketing techniques, but not via mass awareness campaigns.
4imprint has created a new video that reveals the key statistics around marketing to a millennial audience that provides further insight into how marketing managers within companies can connect with the audience.
Cheryl Jackson, head of marketing for 4imprint, said: “Millennials are the first generation to have grown up with technology at their fingertips, presenting a unique challenge to marketers. They are news hungry and research everything online, seeking content about products and services and adding their own thoughts to the conversation.
“The key theme in all of our conversations with bloggers has been authenticity. Millennials want to engage with brands that give them new and interesting content and are transparent in their communications. We’ve also heard a lot about what inspires people to connect with a brand online and what turns them off.
“The outreach we’ve completed has provided some fascinating insight into millennial marketing in 2017, and also how marketing managers will need to adapt their strategies to account for the next generation who will be even more savvy about how they connect.”
