Millennials still value offline engagement

Published April 22, 2014 at 8:23 am

The best way to market to Millennials has been an often-hyped subject in the marketing world. Information from studies has been revealing that Millennials have not forsaken more traditional communication methods like in-person communication or communication via telephone, contrary to popular belief.

If the generation that is most touted as being digitally-inclined really is who so many marketers seem to think they are, then why are Millennials reportedly the most likely to make their purchasing decisions based on talking to an actual person? As a recent AdAge article points out, Millennials may be more digitally-inclined, but they enjoy using other means of communication as well, especially when it comes to purchasing decisions. The article even goes so far to say that marketers should make a point to invest in offline engagement with this demographic.

It’s possible that Millennials value more personal interactions because according to Pew Research, only 19 percent of this generation thinks that people can be trusted. It could be said that offline engagement is something marketers should strive to cultivate because people still value human interaction. Building relationships with actual people can be an effective way to build lasting customer relationships.

Although the value of social media and online marketing should not be underestimated, especially when trying to reach demographics that spend a lot of time on these channels, it doesn’t mean that this tactic should be employed to the exclusion of other more traditional methods of communication like the telephone, in-person communication or direct mail.

As brands strive to build and maintain a solid, loyal customer base, perhaps it is worth remembering to add a human touch, no matter what generation your are trying to reach.