Chapter 1
Getting to Know Millennials
IN THIS CHAPTER
Understanding the Millennial market
Grasping the importance of relationships
Reaching Millennials where they are
Familiarizing oneself with the intricacies of Millennials is one of the most crucial steps a marketer can take. Today, personalization is the name of the game. The tailored experience that you want to create starts with getting to know the Millennial mind: how they operate and why they matter so much to your business.
In this chapter, you discover the short and long-term value Millennials bring to your organization. You see how they interact with brands across various media. You also find out ways you can connect with them.
Millennials are consumers, just like the generations that have come before them. However, circumstances, technology, and a changing global landscape have created a unique Millennial mindset.
Discovering Why Millennials Matter
Millennials are valuable because they now make up a major part of the global economy. Therefore, marketers need to focus on this group to develop effective, successful strategies that reach, engage, and convert Millennial consumers.
For our purposes, the term Millennial
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