In this ever-evolving marketplace, how do you market to millennials? And how do you measure the effectiveness of your content with this particular segment?

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BEFORE WE
GET STARTED

2. Engaging the next gen consumer
How content can be used to market to millennials
Our speakers
Caspian Woods
Founder & CEO,
ClientMap
Fredrik Axsater
Head of Strategic
Business Segments,
Wells Fargo Asset
Management
Esther Armstrong
Content Strategist
International,
BNY Mellon
James Teideman
Content Strategist,
Editions Financial

3. Engaging the next gen consumer
How content can be used to market to millennials
Today’s topics
• Understanding the millennial audience
• Millennial content preferences
Formats, approaches, tone, channels
• How brands can better engage millennials
• Questions

4. Millennials’ priorities: relationships and purpose
Top-3 activities that make Millennials “happier”
Doing good
23%
Money
10%
Work
4%
Love
62%
Power
1%
The happiness factor
3 in 5 Millennials say
they feel happy and their
lives are meaningful.
Time with family (72%)
Time with friends (61%)
Helping others (59%)
WF Millennial Study – Harris Poll 2017
INVESTMENT PROFESSIONAL USE ONLY

5. Millennials prioritize money differently
of Millennials prioritize
financial security
I can’t
afford my
healthcare
35%
Affluent
43%
All
Millennials
I rely
regularly on
others for
support
42%
All
Millennials
44%
Affluent
I have a
significant
amount of
debt
35%
Affluent
46%
All
Millennials
The Anxiety Box
of Millennials want to get over their
anxiety about money
of Millennials are satisfied
with their financial lives
Only half
WF Millennial Study – Harris Poll 2017
INVESTMENT PROFESSIONAL USE ONLY

6. Positive Financial Indicator attributes
Millennials affirming all five PFI questions
ages 20–27
Only
6%
of total
Millennial
population
3
Population Gender
55%
Employment
85%
are employed full-time
Earnings
33%
(of the 36%)
earn less than
$50,000
Age
31%
ages 28–36
69%
INVESTMENT PROFESSIONAL USE ONLY
WF Millennial Study – Harris Poll 2017

7. The direct path to happiness
Affirming the PFI = More happiness and financial confidence
In general, I consider
myself happy
Despite it all, I still think the stock
market is the best place to invest
I know everything I need to know
to use my money successfully
62%
79%
51%
74%
51%
75%
All Millennial
Millennials Affirm PFI
KEY INSIGHT:
Engaging in just 5 key behaviors can drive
greater financial wellness and happiness
INVESTMENT PROFESSIONAL USE ONLY
WF Millennial Study – Harris Poll 2017

8. Investing for impact
The Environmental, Social, and Governance (ESG) connection
83%
Want to choose
investments that make
the world a better place
78%
Believe socially
responsible companies
will be more successful
in the long-run
73%
Said it’s easier to
stomach the markets’
ups and downs if
their investments were
having a positive
impact on the world
INVESTMENT PROFESSIONAL USE ONLY
WF Millennial Study – Harris Poll 2017

9. Engaging the next gen consumer
How content can be used to market to millennials
Our speakers
Caspian Woods
Founder & CEO,
ClientMap
Fredrik Axsater
Head of Strategic
Business Segments,
Wells Fargo Asset
Management
Esther Armstrong
Content Strategist
International,
BNY Mellon
James Teideman
Content Strategist,
Editions Financial

10. Next Gen or All Gen marketing?
Esther Armstrong, content strategist, BNY Mellon Investment Management

11. Dispelling the myths…
• Millennials and Gen Z are digitally proficient,
so what?
• Are they lazy or are we making lazy
assumptions?
• Are they different or simply express their
needs/wants/likes differently?

12. Considerations
DELIVERY
• Brand – more than look and feel
• Content – relevant to them not to
you
• Channel – Not all things for all
people
• Disparity & diversity – not one
homogenous group
DELVING
• Realms – personal and professional
boundaries
• Trust – hard to earn, easy to lose
• Passion – not the differentiator we
think
• Collaboration – ability to work with
you/for you

13. Uncomfortable truths
• Ads deserve to be blocked!
• Every generation thinks
customer experience is poor
• Technology has been
embraced by all ages – time
for companies to catch up

14. What now?
• Targeted and personalised – as for all ages
• Inclusion in content generation –
conversation not dictation
• Live and breathe brand values – can smell
lack of authenticity
• Communicate on their terms and in their
world – but not a token effort/scattergun

15. Stepping in the right direction
EXPLORING
• Rebrand – our brand values and
internal brand adoption
• YouTube – those aged 16-34 now
watch around 1 hour per day
• Instagram – a lot of consumers
actively follow brands
• Endorsement & education – who are
the relevant people?
CURRENT
• Podcasts – product agnostic series
• Agents of change – story-telling
innovation
• Social selling – using our sales teams
contacts (LinkedIn)
• Marketo – automation so we can
target specific segments/plan
stories

16. Engaging the next gen consumer
How content can be used to market to millennials
Our speakers
Caspian Woods
Founder & CEO,
ClientMap
Fredrik Axsater
Head of Strategic
Business Segments,
Wells Fargo Asset
Management
Esther Armstrong
Content Strategist
International,
BNY Mellon
James Teideman
Content Strategist,
Editions Financial

17. THE MI L L ENNI AL
DOL L AR Q UESTI ON
James Teideman,
Content Strategist,
Editions Financial
How can brands win the Millennial audience?

18. M I L L E N N I A L S :
P E R C E P T I O N V. R E A L I T Y
Perceptions
• Kylie Jenner, avocado toast, Snapchat and
Instagram, over-sharing
Realities
• Privacy
• Diverse: TrendNetters, AlterNatives, LYFPreneurs,
BetaBlazers*
• Millennial moms to HENRYs
• Increasing B2B audience
• LinkedIn
“I see an abundance of dialogue on Millennials, but the
majority of it seems to be extremely speculative.” **
*LinkedIn Millennial Playbook
**Katherine Lisciani, Founder Millennovation® Media

19. M I L L E N N I A L N E E D S
• A platform to showcase their opinions
• To project ideal versions of themselves
• Social proof: belonging (herd mentality),
validation (addicted to feedback; thrive on peer
recognition)
• Content! From make-up tutorials to full-stack
marketing thought leadership to wealth
management.

20. C O N T E N T P R E F E R E N C E S
• Video, interactive, short-form (BUT it depends!)
• Social content shopping, e.g. Tmall, Selfridges
• User Generated Content
- Millennials are spending 30% of their media time (5
hours/day) engaged with UGC*
- UGC is 20% more influential to Millennials in their
choice of purchases than any other media**
*Ipsos MediaCT
**Stackla, Consumer Content Report: Influence in the Digital Age

21. C O N T E N T S T R AT E G Y
• Content saturation; news feed cut-through
• So follow content marketing best practice: create
best-in-class, must-read/watch content that serves
audience needs (get insight), adds value, educates,
tells stories, inspires and entertains
• E.g. Paypal ‘Local Select’
• Leverage all distribution, targeting and
personalisation options
• Be where they are: mobile-1st, right platform

22. E N G A G E M E N T S T R AT E G Y
• Interact personally, engage in two-way
conversation: get feedback, make them think
they’re creators and shapers
- 62% are more likely to become a customer if that
brand interacts and engages with them personally
on social media*
• Enable peer-to-peer influence
• Curate to create community
• E.g. Buffer Community
*Forbes, 10 New Findings About The Millennial Consumer

23. I N F L U E N C I N G T H E
I N F L U E N C E R S
• Reach and engage with new audiences
• Ensure brand fit
• Influence and earn trust through association: peers
over brand*
• BUT association is risk: influencers are beyond
your control: acceptable?
• Build a long-term relationship to ensure genuine
advocacy, and ROI
*re Edelman Trust Barometer

24. A U T H E N T I C I T Y A N D
B R A N D P U R P O S E
• Millennials actively support social causes and will
purchase a product or service – or pay a premium
for – a brand that supports a cause they believe in
• Align brand values with audience’s
• Show you care, show you stand for a good cause,
show you want to change the world
• BUT always be authentic
• Toms, Warby Parker

25. V A L I D AT E S T R AT E G Y,
M E A S U R E S U C C E S S
• The metrics that matter: does activity serve
bottom-line goals? From reach to revenue.
• Track everything: Google Analytics, LinkedIn
Campaign Manager
• BUT journey mapping barriers: dark social,
privacy, adblocking, buyer paths across multiple
devices, collapsing funnel
• Experiment with new platforms and messaging, e.g
General Electric ‘Hey Girl’ Pinterest campaign
• Go and see for yourself
• Build, measure, learn, optimise

26. GEN Z? OMG!

27. Engaging the next gen consumer
How content can be used to market to millennials
Today’s topics
• Understanding the millennial audience
• Millennial content preferences
Formats, approaches, tone, channels
• How brands can better engage millennials
• Questions