(2) Facebook June 2017 saw Facebook attract two billion users more than a quarter of the world’s population for a variety of reasons. While the platform has an advantage in being a tech company, one of the defining definitions of the millennial being an affinity to all things digital, it’s the ability to share and be part of a larger picture that boosts it it to the top of YouGov’s ranking. Founder Mark Zuckerberg has actually made it his mission to get everyone online and not just for the sake of the company. Through the Internet.org scheme he has successfullyevolved the business beyond merely beingA’social platform. His ambition to do right is one of the ways to secure loyalty among millennials given their socially-conscience behaviour. In fact,?“the platform has?becomeA breeding ground for social campaigns,”?BT’said in an analysis of the platform’s biggest draws. A?previous brand survey?undertaken by Moosylvania points to its ability to create engaging content, and have users join in with the fun. The company’s CEO,?Norty Cohen, opined: “Entertainment provides a natural opportunity for a brand to connect as shareable content. These cohorts are marketing themselves, and when a brand doesn’t take itself too seriously but instead provides fun that can be shared, it works.” It’s safe to presume Facebook knows its audience well. Writing for Entrepreneur, Ann Handley, CCO of MarketingProfs, highlighted the belief of numerous companies that Facebook was loosing its millennial audience. “Younger users are typically the driving force behind a social platform’s popularity in the early stages, and incumbents can easily lose their attention when a new one pops up. As a result, mature platforms must fight to keep hold of this demographic. “Facebook constantly winning this battle speaks to its ability to keep millennials engaged even as they are wooed by younger platforms like Snapchat. It simply understands where members?of which age group hang out online and how they behave there, soit can direct its efforts accordingly.” (3) Apple What few people forget is that innovation, and all that comes alongside it, is an appealing aspect of a company. Jeff Fromm and Cherryh Butler bore mention to it in PSFK, suggesting: “The truth of the matter is that what millennials love more than anything is owning unique products ad talking about their ‘uncommon’ experiences, which is why they are nearly obsessed with innovation. According to a recent Deloitte Study, millennials?describe themselves as innovativeAnd want to work for and spend their money at innovative companies.” Mark Logan,?SVP of innovation at Moonshot, went so far as to say millennials were steeped in innovation given what they had been witness to. “They saw?the rise of the PC, the Internet, the Web, social media and mobile some of the most transformative innovations in history. They?ve come to expect world-changing innovation as the norm.” Apple is a company known for its innovation, so its hardly surprising that a demographic described by Fromm, Butler and Logan would be drawn to it. But its innovation goes beyond products alone,?kissmetrics CEO Brian Kellyconcludes. Apple’s marketing has embraced the powers of scarcity and social proof,” he said. “TED speaker Simon Sinek discovered that Apple’s marketing, as well as the influence of countless other revolutionaries and inventors, from Martin Luther King to the Wright Brothers,”followed a different communicative process?than what we re used to hearing. “He was able to demonstrate that even without the bottomless pockets, the network of people, or the sheer brilliance of the greatest minds money can buy, the leaders and companies that became household names did so by reversing the way they share their message with others. It all comes down to the fact that very few bosses know why they do what they do.” That’s what makes Apple stand out. It’s different, understands its customers, knows what its doing and why.
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