Reaching millennial consumers is a key focus for marketers in the auto industry, and industry experts feel the need to get to know their needs and behavior better.
Find out what the recent J.D. Power Roundtable revealed about these consumers.
Reaching millennial consumers is a key focus for marketers in the auto industry, and was a key topic during presentations and panel discussions at the October J.D. Power Automotive Marketing Roundtable in Las Vegas, NV. A few highlights from a few sessions with panelists and presenters that addressed millennial consumers are presented.
“Let’s talk about millennials. They’re the worst. They won’t get cable. They don’t have any money. They’re entitled. They want to do their own thing. They’re a completely digital first generation.”—Mike Shields, digital editor of AdWeek
“My team at Microsoft—80% of them are millennials—it’s an on-demand environment. They want to consume a lot of content at the same time. They can do it better than any other group. Some 83% are using a second screen and multi-tasking…You have to make sure you have something there to complement what they are consuming on TV.”—Randy Shaffer, director, Xbox West Sales, Microsoft
“This demographic is still evolving. They grew up with media around them. They understand when they are being marketed to, and if it’s done well, they actually enjoy good marketing. If ads have value, they like it… They do a lot more research. They listen to their friends a lot more. They are huge on feedback. They want to see what other experiences were. If they like a device or a product, there’s a very good chance they will get it again.”—Randy Shaffer, director, Xbox West Sales, Microsoft
“Millennials are addicted to the phone. If they are more than five feet away from their phone, they get fidgety. Millennials have grown up in an instant era. If they want something they get it. They go online.”—Clayton Stanfield, senior manager, Dealer Outreach, eBay Motors
“If you are a content producer, you have to produce for any platform so that at launch anybody can consume it anywhere they are.”—Andrew Budkofsky, executive vice president, sales and partnerships, Break Media