Millennial Generation Characteristic

• Creative. Because it is easy to communicate and get information from many people with rich levels of variation, millennial tend to be creative. Creative means, able to produce new ideas in business and work. Millennial are pretty much building their own businesses, rather than working in large institutions. Millennial create startup business like grab, gojek (online motorbike taxi), online business, and work independently on websites that mediate service users and service providers. Examples of this brokering web are, for example, adsense.com, teespring.com, 99design.com, fivver.com, and so on.

• Connected. Millennial tend to be connected to the internet via smartphones. Through smartphones, they are not bound to access the internet. They can access the internet anywhere and anytime. Previous modes of communication, such as face-to-face and mass communication, were not lost, but their roles were not like before. Even more so when people are increasingly individualized, even when meeting face-to-face even millennial cannot be separated from paying attention to smartphones with internet connections.

• Confidence. Communicating via the internet has the characteristics: without face to face, two-way, do not have to respond directly. With these characteristics, users train their courage and compose their unique opinions in conversations on social media. Millennial often debate hard on social media. Not always debating with argumentation, but labeling both positive and negative without argumentation. Meme wars often occur between two camps on social media. They are also oriented towards being entrepreneurs.

With these three types of character, the millennial generation has a stronger aspiration to build their own business than the previous generation. That way business competition increases. When they market online, there are competing skills and strategies online, the more important online marketing knowledge is. First, to be able to compete with fellow marketers. Second, to be able to use the opportunities available on online media.

Millennial Marketing Concept: Permission

According to Godin, Permission or approval from viewers is a condition of receiving promotional messages in the midst of a lot of message traffic. Viewers do not reject all messages. Viewers even search for information that is relevant to their needs and obsessions. There, marketers have the opportunity to help viewers to meet their needs. The sign that viewers need information from marketers is the sign of approval.

According to Godin “marketing permission” has the following signs.

• Anticipation: viewers want to know more about product and service information from the company

• Personal: messages directly related to individuals

• Relevant: marketing deals with something that market prospects are interested in

After marketing permission was introduced in 1999, a number of companies emerged to build agents, campaigns and marketing platforms. This idea even affects social media platforms that use the permission marketing method. Social media has features such as “making friends”, “likes”, “following”, “sharing”. In email marketing, this idea inspired the emergence of facilities such as double optin. With these features, marketers know who likes the messages they convey. Furthermore, marketers only deliver messages to those who are interested. Without those features, marketers don’t know who is interested, marketers spread messages in all directions. Viewers are also overwhelmed by the many messages, then they are likely to ignore messages from the email and social media platforms.

With this approach, marketing permissions differ from mass media promotion in choosing a target market. Permission marketing targets groups who are enthusiastic, obsessed with something. Godin shares the market segment again in terms of innovation adoption. First, innovators or originators of new ideas. The number of triggers of the idea is very small in a segment. Both are early idea users (early adopters. They are larger in number in the population. Permission marketing chooses innovators and early adopters as the target market. They are enthusiastic, dare to try and like to share. If the product reaches their hearts, they will tell more people.

   This is different from promotion through mass media. Promotions through mass media are more targeting their messages to followers of the initial users. Not an initial user.

Social media works by highlighting information that has passed the approval of social media citizens so that communication remains important and relevant. The timeline raises message messages based on the favorite algorithms of each social media citizen.

Marketing Concept in 1980-2010

In 1981, Boom and Bitler added 3 P, namely people (People), process (Process) and physical evidence (Physical Evidence) (Kotler et al., 2010, Marketing 3.0, Jakarta: Erlangga). This addition is to accommodate businesses in the service sector. Products from services are not visible. The business strives for the services to be seen, so that the market segment is realized by structuring the people who serve, standardizing plus the customization of the process and showing physical evidence.

In 1984, Philip Kotler added two more P in the 4 P, namely Politics (politics) and Public Opinion (public opinion) (Kotler et al., 2010, Marketing 3.0, Jakarta: Erlangga). Kotler added these two things because politics and public opinion helped determine the smoothness of sales, more so when entering foreign markets. When politics does not allow a product to circulate, however good the product, price, location and promotion, the product will not be able to reach the market. Public opinion from the association and the public in the mass media also determines the acceptance of a product.

In the 1990s, when the internet began to expand, mass media advertising was still quite strong. The internet was allegedly able to replace the role of mass media, but in 2000 many were disappointed with internet achievements. Many stock-based company website prices fall. This event was dubbed the dotcom bubble. Dotcom balloon. The impression is large, but the contents are empty, and one day it will erupt.

After 2000, the role of the internet strengthened since search engines and social media used algorithms that were able to adjust advertisements and campaigns with viewers’ interests. Algorithms are also able to detect their interest trends so that this gives input in the preparation of new products. Advertising spending on the internet is increasing. In 2004, Madison Avenue mass media advertising center experienced a decline in its advertising industry.

In 2010, the use of smart phones connected to the internet expanded throughout the world. With the popularity of smart phones, marketing through the internet is able to reach many viewers. The use of mass media is getting smaller in the community than the internet.

It is not just the transfer of marketing communication channels without changing the character of marketing. The move changes the character of marketing. The development of marketing is driven by competition between marketers themselves. They compete marketing skills. On interactive internet media, marketers compete to optimize the features that the internet has for marketing purposes. On the other side of the viewer or target market, viewers for greater authority to pay attention to or ignore marketing messages. Dynamic interaction between fellow marketers and viewers also changes the character of marketing.

Emergence of Marketing Concept

In the early 1940s Rosser Reeves revealed the secret of success in composing influential advertisements. Reeves named it unique selling proposition or unique selling point (USP). USP is delivering unique benefits from companies, services, products, brands that make it stand out from competitors. USP must have features that highlight the benefits of products that are valuable to consumers.

Then in late 1940, further developments emerged from the definition of Butler marketing. Neil Borden, Harvard Business School professor introduced the term marketing mix. He details the marketing activities so that marketing becomes a rich and systematic activity. According to Neil Borden, the marketing mix consists of:

• product planning,

• price determination

• branding,

• distribution channels,

• personal selling (personal selling),

•advertisement,

• promotions,

• packing,

• display,

• service,

• Warehouse and shipping control,

• fact finding and analysis.

After the second world war, McGarry (McGarry, Edmund D. (1950), ‘Some revised functions of marketing’, in Cox, Reavis and Alderson, Wroe (eds), Theory in Marketing: Selected Essays.p. 269) submit a list of functions new marketing namely,

• Contract

• trade

• price determination

• propaganda

• physical distribution

• cancellation.

In 1957, Howard introduced differences between things that can be controlled and things that cannot be controlled in the marketing decision-making process.

Which can be controlled, among others

• Product variation

•Marketing channel

• Price

• Promotion

• Location

Whereas what cannot be controlled in the view of the marketing manager is

• Competition

• Request

• Non-marketing costs

• Distribution structure

• Law

Finally, Jerome McCarthy (1960, pp. 45-52) offers a definition that is easy to remember, that is 4 P. namely product, place, promotion and price.

• Products include characteristics, functions and benefits.

• Location regarding how products are distributed.

• Promotion is the use of advertising, publicity, personal sales and so on.

• Price is what price is set for the product.

As a further development of differentiation, unique selling points, in 1969, Al Ries and Jack Trout formulated and popularized the idea of ​​positioning. Positioning is building a brand on the mind of a target market compared to a competing brand. Positioning itself is a common practice in businesses in America since the 1930s. It’s just that Al Ries has formulated and popularized it. Positioning is carried out on selected target markets, so that before positioning, it is necessary to market segmentation and determine market targets.

At that time mass media such as newspapers, magazines and television were still the dominant communication media. The advertising industry that accompanied the mass media flourished. Madison Avenue New York became the world’s advertising center.