Following on from yesterday’s look at how Millennials engage with entertainment, today’s chart examines how entertainment influences their purchase journey through the various stages of the marketing funnel.
Overall, search engines and TV ads remain the most important brand awareness and discovery channels for Millennials, as they do for Gen Xers or Baby Boomers.
But by focusing on the over-indexes we can see how third-party digital content sources differentiate Millennials from older generations.
Types of content such as celebrity endorsements, social media, vlogs, and blogger reviews – all common forms of third-party content – point towards the potential of influencer content marketing among a Millennial audience.
This is in contrast to Gen X, whose biggest over-index for a third-party source is the more neutral long-form pieces of content such as product comparison websites, and Baby Boomers, whose over-indexes are predominantly in print.
Keeping in mind the types of content that attract your target audience is key to an effective content marketing strategy.
These newer content types are not the be-all-and-end-all for Millennials, but content, especially entertainment content, recurs throughout their purchase journey. Their biggest over-index for brand advocacy is access to exclusive content or services (like music or videos); for brand interactions, it is playing a branded game.
At all stages of the purchase funnel, successful content is key to keeping millennials engaged.
Target specific content to the top, middle and bottom of-the-funnel to ensure that each piece engages with consumers as a specific point in their journey.
Ensuring content works successfully in tandem with your other marketing efforts and general digital marketing strategy will help with both lead generation and supporting your sales team.
At all stages of the purchase funnel, content is key to keeping Millennials engaged.