September 11, 2014 - Paul Martecchini [pictured], VP Marketing Connexity, Inc., writes for MediaPost: Brand managers ask if it’s possible to launch branding initiatives programmatically but I think that’s the wrong question. What they need to ask is: How quickly can I get good at it?
Why the urgency? Look no farther than your newest employees; I bet they’re Millennials.
We are living through a seismic shift in demographics. Millennials – the 80 million people who were born sometime in the early 1980’s to the early 2000s — are the largest generation in the history of America.
Here’s where things become very interesting for brand marketers. Over the next decade, tens of millions of Millennials will select, attend and graduate from college, enter the work world, marry, buy homes, and start families. Each milestone represents a prime opportunity for brands to influence those 80 million people and earn their loyalty. There are literally trillions of dollars at stake.
But brand marketers will need to learn a new bag of tricks to reach and engage them. More...