Marketing, Motherhood, and Mayhem

How to move the Millenial Market

May 17th, 2013 by Deb McLean

Millennials (born between 1982 and 2004) make up the first generation that actually outsizes the wealthy, but aging boomers. So why are so many senior “Marketing Minds” missing the opportunity — and their piece of $200 billion in spending power?

Their habits are vastly different than many of the “Marketing Minds” that are trying to reach them.

  • They are tech-savvy – they aren’t drawn to the ads in magazines.  In fact, they don’t even read magazines or newspapers in the traditional sense if at all
  • They don’t sit in front of the TV, or even watch TV on a TV at all
  • Millennials spend a huge amount of their lives online – About 25 hours a week!  On smartphones (59%), on tablets (35%) and on their laptops (70%). As of 2011, 91% of millennials are regular internet users, according to Forrester Research.  My bet is it’s even higher today.

My seventeen year old daughter never puts down her iPhone unless it’s to pick up her laptop or iPad.

TV viewership is down and more fragmented than ever (don’t even mention DVRs) but it’s still getting a growing piece of the pie even for brands that are targeting these millenials.

Clearly, millennial consumers are way ahead of the marketers, who should be super-focused on winning them over to their brands and gaining their brand loyalty.

Those who decide to utterly embrace digital advertising in order to “own” millennials will end up being huge winners.

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