Digital Marketing and Tech Trends

A Niche Market that Remains Elusive Even For Affiliates: Millennials

Yesterday, we highlighted how older Americans were proving to be an obvious niche market and how affiliate marketers hadn’t missed a beat in capitalizing off their otherwise unspent dollars, as traditional marketers had long ago given up on them to focus on the more competitive, yet lucrative 18-34 demo. But try as hard as they might, even affiliate marketers are having a hard scrabble trying to cash in on millennials–that chunk of 18-34 that remains unconquered by any segment of the marketing world.

Writing for Mashable, Nick Parish has issued a three-prong strategy on how to target Millennials better. He focuses on providing high-quality customer service via social media, the necessity of doing social good even if it doesn’t translate to wider profit margins, and be chipper.

If forced to find the common thread binding these three, all signs point to accomplishing action items designed to attract and maintain the customer’s interest–and then transform them into repeat customers.

Therein lies a hurdle for affiliate marketers, though: While Parish’s strategy comes from a B2C point of view and the bulk of affiliate marketing occupying the B2B space, both sectors have one thing that make them similar: The company that stands out from the crowd ultimately reaps the best business. And different parts of the affiliate universe are adapting to this brand of community outreach.

In addition to this blog, we’ve got active presences across Tumblr and Twitter. Other affiliate marketing agencies, like Affiliate.com have a presence on YouTube, while ExperienceAds has a notable Twitter presence. All of this translates to another currency that seems to be playing a bigger role lately: Word-of-mouth.

The Millennial equivalent in the affiliate marketing community, then? The marketer who ignores your emails (due to high volume) only to respond after you’ve pinged him via Twitter. And even then, it’s not a sure bet that you’ve locked them in for business.

Tomorrow: We’ll take a look at the end-users/potential leads of the affiliate marketing equation as Millennials.