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Online marketing has one overwhelming goal: to catch people where they are - online. The average American spends 24 hours a week online. All the time that we could spend looking at billboards (e.g., while sitting in a car next to the driver) we look at the phones. All the time that we could watch TV, we watch YouTube and Instagram, while the younger kids watch TikTok.
Millennials and generation Y are names given to those born between the early 1980’s and the early 2000’s. Some feel that this is too diverse of a group to be classified as one. They are absolutely right. However, Millennials are the most studied generation to date, and years of sociological research has shown that the millennial generation is culturally different from their predecessors. For brands, to ignore that means to slowly but inevitably become irrelevant. So let’s go through the characteristics of gen Y and apply what we know to your marketing strategies.