What is Millinear Marketing?
Millinear marketing is not a novel idea—it is novel-like marketing that functions more like a successfully authored tale built on the mechanics of strong character development, a recognizable setting, a journey with a climactic end, and the meaning discovered along the way. Millennials do not enjoy being sold to, rather their idealistic worldviews mandate they be buyers. And these buyers range the full spectrum of philosophical thought. This is why cause-based campaigns have never worked as well as they have in the past decade. The confluence of technology and social media has created a wild card generation that latches on to causes of any sort, all because they know they exist and feel as though they can give a voice to it with a small number of characters and hashtagged selfies.
But this is just scratching the surface of the truth beneath—millennials are destined to change consumption forever. The rise of influencer outreach and the imminent FTC crack down proves out even further that millennials receive information and make decisions in a way unlike any of those of us who came before. So, if our marketing is to be effective, buyer-producing, and meaningful, then our entire strategy must be rightly turned on its head and side to be examined under a millennial microscope. We must answer questions like:
What sort of shared experiences does my marketing create? Do I leave room for my
audience to co-create with me?
Are my CTA’s values-based?
Does my content distribution strategy contain an influencer component?
What is easier to use: my mobile site or my desktop site? Do I need a website at all?
How many avatars or persona types have I mapped?
What role do my products/services play in helping my customers to better discover
meaning on their journey?
We have lost all the time we had for straight line thinking
Trey Sheneman, VP, Blueprint Digital
These questions and their answers become an introspective audit of whether or not your marketing strategy is positioned to survive the millennial movement or not. We have lost all the time we had for straight line thinking; believe me, I have been a voice for sequential patterns in conversion optimization for years. However, I know that I can no longer view the consideration funnel from the side, expecting the componentry of my marketing funnels to function in predictable patterns. No, I must view the funnel from above so that I better understand the vantage point of the prospect journeying through it. By doing so, I must simplify the approach to the path of “most existence” and not least resistance—the path that draws the user in due to their millennial need to find meaning on the journey.