Executive Briefings

Your Traditional Marketing Tactics Don't Work on Millennials: Here's How to Adjust

Let's level. Are Millennials just tablet-toting whiners living in their parents' basements? In short, no. Of course not. But we're marketers; the only part of that much belabored stereotype we care about is maybe the tablet-toting part. What's more interesting is the fact that, according to USA Today, Millennials represent the largest demographic in the United States. Now that matters, and so does knowing how we can communicate with them. Recently, Brian Halligan published an article on Inc. -- "How Millennials Think, and What to Do About It" -- where he concluded Gen Y'ers are more motivated by the mission rather than money. "They want to transform a broken industry, save the planet, feed the starving, etc.," said Halligan. This idealistic undercurrent carries over to their buying behavior, as well. In order to feel invested, they need to believe in your product and the message behind it. Along with the rise of the Millennial, then, comes a change in many people's buyer persona -- and the time has come to recognize once again that our traditional methods of targeting this persona may not be working.

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Let's level. Are Millennials just tablet-toting whiners living in their parents' basements? In short, no. Of course not. But we're marketers; the only part of that much belabored stereotype we care about is maybe the tablet-toting part. What's more interesting is the fact that, according to USA Today, Millennials represent the largest demographic in the United States. Now that matters, and so does knowing how we can communicate with them. Recently, Brian Halligan published an article on Inc. -- "How Millennials Think, and What to Do About It" -- where he concluded Gen Y'ers are more motivated by the mission rather than money. "They want to transform a broken industry, save the planet, feed the starving, etc.," said Halligan. This idealistic undercurrent carries over to their buying behavior, as well. In order to feel invested, they need to believe in your product and the message behind it. Along with the rise of the Millennial, then, comes a change in many people's buyer persona -- and the time has come to recognize once again that our traditional methods of targeting this persona may not be working.

READ MORE