Prepared for Tyrese H. | Delivered January 31, 2020
Parental Behavior Trends
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To provide 4-6 best practices on how to market to millennial parents.
Not Just the Moms
Millennial dads are actively playing a role in parenting their kids with the moms, especially when it comes to YouTube where dads are watching
more parenting-related content
as opposed to moms.
This means that marketers
should not assume
that they are talking to moms but should target either both or be gender-neutral.
Digital Presence is a Must
grown up using the internet
and they make most of their decisions online, i.e. after researching online.
This means that someone who wants to market to millennial parents
must maintain a digital presence
and use their online reputation to win their trust.
Selling Values Not the Product
Millennials support brands that "that demonstrate one or more of their
This means that brands can win millennial parents' trust, especially millennial moms
building off of social values
that millennials care about while fulfilling the parents' needs. Examples of such values include sustainability, ethical sourcing, etc.
Synchronizing Mobile and In-Store Marketing
use their phones while shopping
to look up information, coupons, and promotions.
For a brand to successfully market to millennial parents, its mobile and in-store marketing
should combine seamlessly
An example of this is Target's Cartwheel app, where "you download Cartwheel onto your phone, add coupons to your cart while you shop in-store, and then scan a barcode at checkout that
processes all your savings
Your research manager recommends working with a
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