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http://www.responsemagazine.com/direct-response-marketing/generational-ma=
rketing-millennial-marketing-101-3937



Generational Marketing: Millennial Marketing 101
1 Nov, 2011 By: Bridget McCrea

How to effectively market to the 80 million-strong =
=E2=80=9Cwired=E2=80=9D millennial generation.


Brian Wong knows a thing or two about marketing to millennials. After =
all, at 20 years old, this founder and CEO of San Francisco-based Kiip =
is one himself. He knows what the under-30 crowd likes and dislikes; =
what types of advertising it responds to; and what approaches work best =
for the last generation born in the 20th century.

=E2=80=9CWe are a very =E2=80=98connected=E2=80=99 bunch,=E2=80=9D says =
Wong. =E2=80=9CWe=E2=80=99re also the first generation that truly has =
the ability to choose what kind of advertising we want to receive, and =
we=E2=80=99re loyal to the brands that we love.=E2=80=9D And those =
brands had better be able to reach their young consumers through a =
variety of means, including TV, online, social media, print and mobile =
advertising.

=E2=80=9CI expect to be able to access anything from anywhere,=E2=80=9D =
says Wong. =E2=80=9CI get annoyed pretty quickly when a particular =
firm=E2=80=99s Flash website isn=E2=80=99t accessible from my mobile =
device, for example.=E2=80=9D Even more irritating for Wong are those =
marketers that rely on the =E2=80=9Ccarrot-and-stick=E2=80=9D =
methodology to draw in consumers. =E2=80=9CMy generation doesn=E2=80=99t =
want to be guilted or tricked into responding to an ad,=E2=80=9D he =
says.

Wong, who in 2010 was the youngest entrepreneur to receive venture =
capital money ($4.4 million) to start his mobile marketing company, says =
brands that take the time to build positive rapport, and that give away =
free incentives and rewards in exchange for loyalty, tend to do best =
with millennials. Kiip adheres to this philosophy, and offers rewards =
from well-known brands in return for its customers=E2=80=99 virtual =
gaming accomplishments (such as reaching a high score).

=E2=80=9CIt=E2=80=99s all about building positive rapport without trying =
to use ulterior motives or tricks,=E2=80=9D says Wong. =E2=80=9CSpend =
less time working on spin and more time working on real value. =
That=E2=80=99s what works.=E2=80=9D

Breaking It Down

Also known as =E2=80=9CGeneration Y,=E2=80=9D America=E2=80=99s youngest =
generation spans a broad age range from adolescents to adults in their =
early 30s. According to the Pew Research Center, millennials represent =
the most ethnically and racially diverse cohort of youth in the =
nation=E2=80=99s history, with 18.5 percent being Hispanic; 14.2 percent =
African American; 4.3 percent Asian; 3.2 percent of mixed race or other; =
and just 59.8 percent (a record low) Caucasian.

The millennial generation is the first in history to regard behaviors =
like Tweeting and texting, along with websites like Facebook, YouTube, =
Google and Wikipedia, not as astonishing innovations of the digital era, =
but as everyday parts of their social lives and their search for =
understanding. This presents both opportunities and challenges for =
marketers that are struggling to understand this demographic, which =
comprises more than one-quarter of the U.S. population =E2=80=94 or =
about 80 million individuals.

=E2=80=9CMarketing to the first generation to grow up with the Internet =
poses unique challenges,=E2=80=9D says Jeff Smith, chief marketing =
officer and senior vice president of client services at Vizu, a digital =
market research firm in San Francisco. =E2=80=9CUnlike their parents, =
technology is integrated deeply into their lifestyle, and provides the =
primary means of staying connected with friends, schools and =
family.=E2=80=9D

The =E2=80=9Cconnected=E2=80=9D lifestyles that Wong mentioned create =
new opportunities for brand marketers that want to reach this huge, =
desirable demographic, and interact with it in a meaningful, influential =
manner. =E2=80=9CKeep in mind, however, that this audience requires a =
unique approach,=E2=80=9D says Smith, =E2=80=9Cand adjust your =
advertising strategy and tactics appropriately.=E2=80=9D

According to Jonathan Hills, founding partner at Bashki Generation, a =
digital agency in New York, that means first understanding that =
millennials are literally defined by technology. =E2=80=9CUnlike Baby =
Boomers, who are still trying to understand and get a grip on =
technology,=E2=80=9D says Hills, =E2=80=9Cmillennials are fully immersed =
in that high-tech world.=E2=80=9D

That technology bent has resulted in the need for instant gratification, =
to the point where even E-mail isn=E2=80=99t fast enough anymore. =
=E2=80=9CMillennials won=E2=80=99t sit up and take notice unless =
there=E2=80=99s instant gratification or reward associated with the =
offer,=E2=80=9D says Hills. Most are also immune to the information =
overload that they=E2=80=99ve been dealing with since a young age and =
are looking for offers that stand out and that provide true value for =
their lives.

=E2=80=9CThe younger generation is adept at filtering out the background =
noise to find what it wants,=E2=80=9D says Hills. =E2=80=9CWhen you do =
get the millennials=E2=80=99 attention, the advertising has to quench =
their thirst and provide instant gratification.=E2=80=9D

Success Strategies

One of the easiest ways for marketers to sift through the clutter and =
grab the attention of millennials is by funneling their efforts to the =
place where most of the 30-and-under crowd hangs out these days: online. =
=E2=80=9CMillennials have a strong online and social media =
presence,=E2=80=9D says Tina Wells, CEO at Philadelphia-based Buzz =
Marketing Group, =E2=80=9Cand they expect marketers to be just as =
connected as they are.=E2=80=9D

And as Wong pointed out, the younger generation is also concerned with =
the overall brand experience and the added value that a product or =
service will bring to their lives. To hit those targets, Wells says =
marketers have to know why their products are unique, and exactly what =
consumers expect in terms of price and value. =E2=80=9CFrom there, =
it=E2=80=99s about effectively communicating your product to the =
audience,=E2=80=9D says Wells, =E2=80=9Cand zeroing in on how much added =
value it provides.=E2=80=9D

The marketing message itself is a critical component of any =
millennial-centric campaign. =E2=80=9CDon=E2=80=99t try to talk down to =
them, and definitely don=E2=80=99t try to create a situation where you =
are the authority or the =E2=80=98expert,=E2=80=99=E2=80=9D says Hills. =
=E2=80=9CYou have to speak to millennials in their voices, and in a way =
that doesn=E2=80=99t seem contrived. They know when they=E2=80=99re =
being talked down to, and they quickly pick up on marketing messages =
that don=E2=80=99t sound natural.=E2=80=9D

Greg Bayer, vice president of product and strategy at Adknowledge =
Affiliate in Kansas City, Mo., says word-of-mouth goes a long way when =
it comes to reaching millennials, many of whom turn to their online =
social networks for advice on picking out products and services. Bayer =
says marketers who assume that only the youngest millennials =E2=80=94 =
teenagers =E2=80=94 are using social networking for such reasons will =
completely miss the boat.

=E2=80=9CSocial networking isn=E2=80=99t limited to the folks who are in =
their teens and early-20s,=E2=80=9D says Bayer. =E2=80=9CIt extends =
across the entire generation, and is a great place for marketers to =
start because it plays a key role in how these individuals make =
choices.=E2=80=9D

Reeling Them In

They may be high-tech and wired, but millennials still love the =
television, magazines and newspapers that they grew up with. Of course, =
they are consuming more of that information and news online, and =
accessing TV shows which are streamed or downloaded via the Web. =
=E2=80=9CThe traditional mediums are still very much alive, but =
they=E2=80=99re being accessed on all screens =E2=80=94 from television =
to the Web to the mobile device,=E2=80=9D says Wong. =
=E2=80=9CWe=E2=80=99re not just consuming from one source; we want to =
look at different screens, and at various times throughout the =
day.=E2=80=9D

When looking at those =E2=80=9Cscreens,=E2=80=9D Wong says millennials =
are keeping their eyes open for ads featuring products and services that =
actually matter to them, and are disinterested in the marketing messages =
themselves. =E2=80=9CA lot of marketers assume that we care about the =
messages being put in front of us,=E2=80=9D says Wong, who chuckles at =
the thought of a roomful of high-paid ad execs sitting around a =
conference table, brainstorming how to properly frame and position those =
messages.

=E2=80=9CThe fact is, the first thing we=E2=80=99re going to do is =
search for the brand on Google, and then use social networking to see =
what our friends have to say about it,=E2=80=9D Wong explains. =
=E2=80=9CIf there=E2=80=99s something negative floating around out there =
on Google or Facebook, we=E2=80=99ll move on to the next =
choice.=E2=80=9D

Call the approach fickle, if you will, but it seems to be working for =
millennials. And as the massive millennial generation continues to age, =
graduate from college, join the workforce, get married and start =
families, the marketers that took the time to hone their efforts around =
its wants, needs and preferences will be the ones that come out ahead.

Hills is confident that brands will =E2=80=9Cget it,=E2=80=9D but has a =
tough time envisioning a 50-something advertising executive =
=E2=80=9Cconnecting=E2=80=9D with a 20-something consumer. In fact, he =
says a generational overhaul is in order, particularly in firms where =
older executives reign, and make the decisions regarding ad campaigns =
and marketing messages.

=E2=80=9CYounger executives need to be given a real voice, and an =
opportunity to rise up through the ranks,=E2=80=9D says Hills. =
=E2=80=9CThe companies that recognize this, and that build a workforce =
with a culture which allows millennials to flourish within it, will be =
the ones with the best chances for success.=E2=80=9D

Just the Facts
If you=E2=80=99re launching a marketing campaign targeted at =
millennials, consider these 12 important facts about your audience:

1. Teenagers send a median number of 50 text messages daily.

2. Forty-eight percent of millennials says word-of-mouth influences =
their product purchases more than TV ads.

3. Forty-seven percent of 16- to 24-year-olds are employed, the smallest =
share since the government started recording data in 1948.

4. Forty-five percent of millennials highly associate their lives with =
simplicity.

5. Three percent of millennials say they get their news from Facebook =
and Twitter.

6. Forty-three percent of 18- to 24-year-olds say that texting is just =
as meaningful as an actual conversation with someone over the phone.

7. Thirty-three percent of millennials live in cities, and 14 percent =
reside in rural environments.

8. Thirty-two percent of millennials say they don=E2=80=99t like =
advertising in general, compared to 37 percent of the general =
population.

9. The approximate annual decline in E-mail usage among those ages 12-34 =
over the past year: 27 percent.

10. Twenty-four percent of millennials say =E2=80=9Ctechnology =
use=E2=80=9D is what most makes their generation unique.

11. Twenty-one percent of millennials say helping people in need is one =
of the most important things in life.

12. Five in 10 millennials say they travel for leisure with friends =
=E2=80=94 nearly 20 points higher than older generations.

Sources: Pew Research, Intrepid, Bureau of Labor Statistics, eMarketer, =
Iconoculture, Experian Simmons, ComScore, PGAV Destinations and =
Brookings Institution.

Due Diligence
Jeff Smith, chief marketing officer and senior vice president of client =
services at Vizu, a digital market research firm in San Francisco, works =
often with publishers, ad networks, agencies and brands that want to do =
a better job of reaching the nation=E2=80=99s 80 million millennials. =
Before that can happen, Smith says marketers should take a step back and =
truly understand that group which they=E2=80=99re targeting. Here are a =
few important pieces of information to factor into your firm=E2=80=99s =
millennial marketing campaign:

  a.. They want to be entertained.
  b.. Entertainment, music, video and social sites generate the highest =
brand lift (which occurs when the ads achieve success when measured =
against classic purchase funnel metrics, such as awareness and intent).
  c.. Products need to be an integral part of their lives.
  d.. Relatively inexpensive products like consumer packaged goods (CPG) =
and quick-service restaurants show high brand lift among a demographic =
that skews towards low income.
  e.. Entertainment and technology remain the top interests/hobbies for =
a demographic that expects to be entertained.
  f.. They want experiential advertising (ads designed to evoke strong =
sensory responses from the audience, as opposed to pitching a rational =
sales message).
=E2=80=9CUnlike Baby Boomers, who are still trying to understand and get =
a grip on technology, millennials are fully immersed in that high-tech =
world,=E2=80=9D says Jonathan Hills, founding partner at Bashki =
Generation, a digital agency in New York.

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<DIV><A=20
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ional-marketing-millennial-marketing-101-3937">http://www.responsemagazin=
e.com/direct-response-marketing/generational-marketing-millennial-marketi=
ng-101-3937</A></DIV>
<DIV>&nbsp;</DIV>
<DIV><A href=3D"http://www.responsemagazine.com/"><IMG=20
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<H1>Generational Marketing: Millennial Marketing 101</H1>
<DIV><!--Page Heading Ends--><!--Content Date Begins--><SPAN=20
class=3DinnerArticle_span>1 Nov, 2011</SPAN> <!--Content Date =
Ends--><!--Author Details Begins--><SPAN=20
class=3DinnerArticle_span>By: <A=20
href=3D"http://www.responsemagazine.com/response-author/bridget-mccrea">B=
ridget=20
McCrea</A></SPAN></DIV>
<DIV><SPAN class=3DinnerArticle_span></SPAN>&nbsp;</DIV>
<DIV><SPAN class=3DinnerArticle_span>
<H3>How to effectively market to the 80 million-strong =
=E2=80=9Cwired=E2=80=9D millennial=20
generation.</H3><BR>
<P>Brian Wong knows a thing or two about marketing to millennials. After =
all, at=20
20 years old, this founder and CEO of San Francisco-based Kiip is one =
himself.=20
He knows what the under-30 crowd likes and dislikes; what types of =
advertising=20
it responds to; and what approaches work best for the last generation =
born in=20
the 20th century.</P>
<P><IMG=20
style=3D"BORDER-BOTTOM: 0pt solid; BORDER-LEFT: 0pt solid; MARGIN: 5px; =
WIDTH: 200px; FLOAT: right; HEIGHT: 133px; BORDER-TOP: 0pt solid; =
BORDER-RIGHT: 0pt solid"=20
alt=3D"Generational Marketing"=20
src=3D"http://www.responsemagazine.com/files/response/nodes/2011/3937/mar=
keting_opener_C2101__opt.gif">=E2=80=9CWe=20
are a very =E2=80=98connected=E2=80=99 bunch,=E2=80=9D says Wong. =
=E2=80=9CWe=E2=80=99re also the first generation that=20
truly has the ability to choose what kind of advertising we want to =
receive, and=20
we=E2=80=99re loyal to the brands that we love.=E2=80=9D And those =
brands had better be able to=20
reach their young consumers through a variety of means, including TV, =
online,=20
social media, print and mobile advertising.</P>
<P>=E2=80=9CI expect to be able to access anything from =
anywhere,=E2=80=9D says Wong. =E2=80=9CI get=20
annoyed pretty quickly when a particular firm=E2=80=99s Flash website =
isn=E2=80=99t accessible=20
from my mobile device, for example.=E2=80=9D Even more irritating for =
Wong are those=20
marketers that rely on the =E2=80=9Ccarrot-and-stick=E2=80=9D =
methodology to draw in consumers.=20
=E2=80=9CMy generation doesn=E2=80=99t want to be guilted or tricked =
into responding to an ad,=E2=80=9D=20
he says.</P>
<P>Wong, who in 2010 was the youngest entrepreneur to receive venture =
capital=20
money ($4.4 million) to start his mobile marketing company, says brands =
that=20
take the time to build positive rapport, and that give away free =
incentives and=20
rewards in exchange for loyalty, tend to do best with millennials. Kiip =
adheres=20
to this philosophy, and offers rewards from well-known brands in return =
for its=20
customers=E2=80=99 virtual gaming accomplishments (such as reaching a =
high score).</P>
<P>=E2=80=9CIt=E2=80=99s all about building positive rapport without =
trying to use ulterior=20
motives or tricks,=E2=80=9D says Wong. =E2=80=9CSpend less time working =
on spin and more time=20
working on real value. That=E2=80=99s what works.=E2=80=9D</P>
<P><STRONG>Breaking It Down</STRONG></P>
<P>Also known as =E2=80=9CGeneration Y,=E2=80=9D America=E2=80=99s =
youngest generation spans a broad age=20
range from adolescents to adults in their early 30s. According to the =
Pew=20
Research Center, millennials represent the most ethnically and racially =
diverse=20
cohort of youth in the nation=E2=80=99s history, with 18.5 percent being =
Hispanic; 14.2=20
percent African American; 4.3 percent Asian; 3.2 percent of mixed race =
or other;=20
and just 59.8 percent (a record low) Caucasian.</P>
<P>The millennial generation is the first in history to regard behaviors =
like=20
Tweeting and texting, along with websites like Facebook, YouTube, Google =
and=20
Wikipedia, not as astonishing innovations of the digital era, but as =
everyday=20
parts of their social lives and their search for understanding. This =
presents=20
both opportunities and challenges for marketers that are struggling to=20
understand this demographic, which comprises more than one-quarter of =
the U.S.=20
population =E2=80=94 or about 80 million individuals.</P>
<P>=E2=80=9CMarketing to the first generation to grow up with the =
Internet poses unique=20
challenges,=E2=80=9D says Jeff Smith, chief marketing officer and senior =
vice president=20
of client services at Vizu, a digital market research firm in San =
Francisco.=20
=E2=80=9CUnlike their parents, technology is integrated deeply into =
their lifestyle, and=20
provides the primary means of staying connected with friends, schools =
and=20
family.=E2=80=9D</P>
<P>The =E2=80=9Cconnected=E2=80=9D lifestyles that Wong mentioned create =
new opportunities for=20
brand marketers that want to reach this huge, desirable demographic, and =

interact with it in a meaningful, influential manner. =E2=80=9CKeep in =
mind, however,=20
that this audience requires a unique approach,=E2=80=9D says Smith, =
=E2=80=9Cand adjust your=20
advertising strategy and tactics appropriately.=E2=80=9D</P>
<P>According to Jonathan Hills, founding partner at Bashki Generation, a =
digital=20
agency in New York, that means first understanding that millennials are=20
literally defined by technology. =E2=80=9CUnlike Baby Boomers, who are =
still trying to=20
understand and get a grip on technology,=E2=80=9D says Hills, =
=E2=80=9Cmillennials are fully=20
immersed in that high-tech world.=E2=80=9D</P>
<P>That technology bent has resulted in the need for instant =
gratification, to=20
the point where even E-mail isn=E2=80=99t fast enough anymore. =
=E2=80=9CMillennials won=E2=80=99t sit up=20
and take notice unless there=E2=80=99s instant gratification or reward =
associated with=20
the offer,=E2=80=9D says Hills. Most are also immune to the information =
overload that=20
they=E2=80=99ve been dealing with since a young age and are looking for =
offers that=20
stand out and that provide true value for their lives.</P>
<P>=E2=80=9CThe younger generation is adept at filtering out the =
background noise to=20
find what it wants,=E2=80=9D says Hills. =E2=80=9CWhen you do get the =
millennials=E2=80=99 attention,=20
the advertising has to quench their thirst and provide instant=20
gratification.=E2=80=9D</P>
<P><STRONG>Success Strategies</STRONG></P>
<P>One of the easiest ways for marketers to sift through the clutter and =
grab=20
the attention of millennials is by funneling their efforts to the place =
where=20
most of the 30-and-under crowd hangs out these days: online. =
=E2=80=9CMillennials have a=20
strong online and social media presence,=E2=80=9D says <STRONG><FONT =
color=3D#ff0000>Tina=20
Wells, CEO at Philadelphia-based Buzz Marketing Group</FONT></STRONG>, =
=E2=80=9Cand they=20
expect marketers to be just as connected as they are.=E2=80=9D</P>
<P>And as Wong pointed out, the younger generation is also concerned =
with the=20
overall brand experience and the added value that a product or service =
will=20
bring to their lives. To hit those targets, Wells says marketers have to =
know=20
why their products are unique, and exactly what consumers expect in =
terms of=20
price and value. =E2=80=9CFrom there, it=E2=80=99s about effectively =
communicating your product=20
to the audience,=E2=80=9D says Wells, =E2=80=9Cand zeroing in on how =
much added value it=20
provides.=E2=80=9D</P>
<P>The marketing message itself is a critical component of any=20
millennial-centric campaign. =E2=80=9CDon=E2=80=99t try to talk down to =
them, and definitely=20
don=E2=80=99t try to create a situation where you are the authority or =
the =E2=80=98expert,=E2=80=99=E2=80=9D=20
says Hills. =E2=80=9CYou have to speak to millennials in their voices, =
and in a way that=20
doesn=E2=80=99t seem contrived. They know when they=E2=80=99re being =
talked down to, and they=20
quickly pick up on marketing messages that don=E2=80=99t sound =
natural.=E2=80=9D</P>
<P>Greg Bayer, vice president of product and strategy at Adknowledge =
Affiliate=20
in Kansas City, Mo., says word-of-mouth goes a long way when it comes to =

reaching millennials, many of whom turn to their online social networks =
for=20
advice on picking out products and services. Bayer says marketers who =
assume=20
that only the youngest millennials =E2=80=94 teenagers =E2=80=94 are =
using social networking for=20
such reasons will completely miss the boat.</P>
<P>=E2=80=9CSocial networking isn=E2=80=99t limited to the folks who are =
in their teens and=20
early-20s,=E2=80=9D says Bayer. =E2=80=9CIt extends across the entire =
generation, and is a great=20
place for marketers to start because it plays a key role in how these=20
individuals make choices.=E2=80=9D</P>
<P><STRONG>Reeling Them In</STRONG></P>
<P>They may be high-tech and wired, but millennials still love the =
television,=20
magazines and newspapers that they grew up with. Of course, they are =
consuming=20
more of that information and news online, and accessing TV shows which =
are=20
streamed or downloaded via the Web. =E2=80=9CThe traditional mediums are =
still very much=20
alive, but they=E2=80=99re being accessed on all screens =E2=80=94 from =
television to the Web to=20
the mobile device,=E2=80=9D says Wong. =E2=80=9CWe=E2=80=99re not just =
consuming from one source; we=20
want to look at different screens, and at various times throughout the =
day.=E2=80=9D</P>
<P>When looking at those =E2=80=9Cscreens,=E2=80=9D Wong says =
millennials are keeping their eyes=20
open for ads featuring products and services that actually matter to =
them, and=20
are disinterested in the marketing messages themselves. =E2=80=9CA lot =
of marketers=20
assume that we care about the messages being put in front of =
us,=E2=80=9D says Wong, who=20
chuckles at the thought of a roomful of high-paid ad execs sitting =
around a=20
conference table, brainstorming how to properly frame and position those =

messages.</P>
<P>=E2=80=9CThe fact is, the first thing we=E2=80=99re going to do is =
search for the brand on=20
Google, and then use social networking to see what our friends have to =
say about=20
it,=E2=80=9D Wong explains. =E2=80=9CIf there=E2=80=99s something =
negative floating around out there on=20
Google or Facebook, we=E2=80=99ll move on to the next =
choice.=E2=80=9D</P>
<P>Call the approach fickle, if you will, but it seems to be working for =

millennials. And as the massive millennial generation continues to age, =
graduate=20
from college, join the workforce, get married and start families, the =
marketers=20
that took the time to hone their efforts around its wants, needs and =
preferences=20
will be the ones that come out ahead.</P>
<P>Hills is confident that brands will =E2=80=9Cget it,=E2=80=9D but has =
a tough time=20
envisioning a 50-something advertising executive =
=E2=80=9Cconnecting=E2=80=9D with a=20
20-something consumer. In fact, he says a generational overhaul is in =
order,=20
particularly in firms where older executives reign, and make the =
decisions=20
regarding ad campaigns and marketing messages.<A=20
href=3D"http://www.responsemagazine.com/files/response/RESP_1111_037%20ch=
arts.pdf"><IMG=20
style=3D"BORDER-BOTTOM: 0pt solid; BORDER-LEFT: 0pt solid; MARGIN: 5px; =
WIDTH: 337px; FLOAT: right; HEIGHT: 484px; BORDER-TOP: 0pt solid; =
BORDER-RIGHT: 0pt solid"=20
alt=3D""=20
src=3D"http://www.responsemagazine.com/files/response/nodes/2011/3937/RES=
P_1111_037-charts.jpg"></A></P>
<P>=E2=80=9CYounger executives need to be given a real voice, and an =
opportunity to rise=20
up through the ranks,=E2=80=9D says Hills. =E2=80=9CThe companies that =
recognize this, and that=20
build a workforce with a culture which allows millennials to flourish =
within it,=20
will be the ones with the best chances for success.=E2=80=9D</P>
<DIV>
<H5><STRONG>Just the Facts</STRONG></H5>
<P><EM>If you=E2=80=99re launching a marketing campaign targeted at =
millennials,=20
consider these 12 important facts about your audience:</EM></P>
<P>1. Teenagers send a median number of <SPAN>50 text messages</SPAN> =
daily.</P>
<P>2. Forty-eight percent of millennials says <SPAN>word-of-mouth</SPAN> =

influences their product purchases more than TV ads.</P>
<P>3. <SPAN>Forty-seven percent </SPAN>of 16- to 24-year-olds are =
employed, the=20
smallest share since the government started recording data in 1948.</P>
<P>4. Forty-five percent of millennials highly associate their lives =
with=20
<SPAN>simplicity</SPAN>.</P>
<P>5. Three percent of millennials say they get their news from=20
<SPAN>Facebook</SPAN> and <SPAN>Twitter</SPAN>.</P>
<P>6. Forty-three percent of 18- to 24-year-olds say that texting is =
just as=20
meaningful as an actual <SPAN>conversation</SPAN> with someone over the=20
phone.</P>
<P>7. Thirty-three percent of millennials live in <SPAN>cities</SPAN>, =
and 14=20
percent reside in rural environments.</P>
<P>8. Thirty-two percent of millennials say they don=E2=80=99t like=20
<SPAN>advertising</SPAN> in general, compared to 37 percent of the =
general=20
population.</P>
<P>9. The approximate annual decline in<SPAN> E-mail usage</SPAN> among =
those=20
ages 12-34 over the past year: 27 percent.</P>
<P>10. Twenty-four percent of millennials say <SPAN>=E2=80=9Ctechnology =
use=E2=80=9D</SPAN> is=20
what most makes their generation unique.</P>
<P>11. Twenty-one percent of millennials say<SPAN> </SPAN><SPAN>helping =
people=20
in need</SPAN> is one of the most important things in life.</P>
<P>12. Five in 10 millennials say they <SPAN>travel</SPAN> for leisure =
with=20
friends =E2=80=94 nearly 20 points higher than older generations.</P>
<P>Sources: Pew Research, Intrepid, Bureau of Labor Statistics, =
eMarketer,=20
Iconoculture, Experian Simmons, ComScore, PGAV Destinations and =
Brookings=20
Institution.</P></DIV>
<DIV>
<H5><STRONG><A=20
href=3D"http://www.responsemagazine.com/files/response/RESP_1111_037%20si=
debar.pdf"><IMG=20
style=3D"BORDER-BOTTOM: 0pt solid; BORDER-LEFT: 0pt solid; MARGIN: 5px; =
WIDTH: 168px; FLOAT: left; HEIGHT: 664px; BORDER-TOP: 0pt solid; =
BORDER-RIGHT: 0pt solid"=20
alt=3D""=20
src=3D"http://www.responsemagazine.com/files/response/nodes/2011/3937/RES=
P_1111_037-sidebar.jpg"></A>Due=20
Diligence</STRONG></H5>
<P>Jeff Smith, chief marketing officer and senior vice president of =
client=20
services at Vizu, a digital market research firm in San Francisco, works =
often=20
with publishers, ad networks, agencies and brands that want to do a =
better job=20
of reaching the nation=E2=80=99s 80 million millennials. Before that can =
happen, Smith=20
says marketers should take a step back and truly understand that group =
which=20
they=E2=80=99re targeting. Here are a few important pieces of =
information to factor into=20
your firm=E2=80=99s millennial marketing campaign:</P>
<UL>
  <LI>They want to be entertained.</LI>
  <LI>Entertainment, music, video and social sites generate the highest =
brand=20
  lift (which occurs when the ads achieve success when measured against =
classic=20
  purchase funnel metrics, such as awareness and intent).</LI>
  <LI>Products need to be an integral part of their lives.</LI>
  <LI>Relatively inexpensive products like consumer packaged goods (CPG) =
and=20
  quick-service restaurants show high brand lift among a demographic =
that skews=20
  towards low income.</LI>
  <LI>Entertainment and technology remain the top interests/hobbies for =
a=20
  demographic that expects to be entertained.</LI>
  <LI>They want experiential advertising (ads designed to evoke strong =
sensory=20
  responses from the audience, as opposed to pitching a rational sales=20
  message).</LI></UL></DIV>
<P>=E2=80=9CUnlike Baby Boomers, who are still trying to understand and =
get a grip on=20
technology, millennials are fully immersed in that high-tech =
world,=E2=80=9D says=20
Jonathan Hills, founding partner at Bashki Generation, a digital agency =
in New=20
York.</P></SPAN></DIV></BODY></HTML>

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