Millennial trust building by brands- a classic case of neglect of traditional media communication at the cost of user generated content.

Marketing online content

The differences of behavior are evident as a generation changes. The practices become old school and the beliefs undergo transformation with new knowledge added every day. The earlier generations enjoyed more family time and closeness with their relatives. They were never under stress for achieving sales targets or extreme levels of consumerism. Things changed and with change in technology came a revolution which touched everyday lives and means of communication which thereafter resulted in a change in consumer behavior and lifestyle. It is a belief that the Millennial are the generation to which all advertising messages are mainly focused at, as they are said to have the purchasing power. Having said that this is evident it’s a group which has a variety of devices and mediums for communication and information access. As a matter of fact, millennials tend to trust their friends and networks about a product claim than the actual brand. This has required many corporate to implement user-generated content strategies into their collection. Now brands have a belief problem when it comes to Millennials. They are the biggest generation of clients, but they're also the brands. They are tech-savvy and aren't tricked by product advertisements or product posts on brands' Facebook Pages. And it is seen that only 1% of Millennials assume that a gripping ad would make them trust a brand more. To reach this group of digital populace, brands need to tap into the content they automatically trust and engage with which is but of course user-generated content.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.