The Value of the Millennial Market, Even When They Aren’t Your Niche

We have written a lot about reaching millennials on this blog, and we certainly aren’t alone.  The Millennials, the generation loosely defined as those individuals currently between the ages of 18 and 34 years of age, are a very popular target for marketers these days. Some would argue that it is silly to try to attract the young generation – they haven’t made their money yet, they are still working their way up the ladder, and most of them are struggling to cover the payments on student loan debt.  It is the truth that the millennial generation isn’t the one that you want to sell to, if you are seeking an audience with an expendable income.

However, even if you aren’t looking at them as your niche market, there may be a good reason to consider marketing to them.  Though it sounds counterintuitive, it makes sense when you stop to consider how very influential the millennials are nowadays.

The millennials have grown up with computers.  They adapt readily to technology changes and updates, because that is what they have done for as long as they can remember.  They also understand how social media can work for them.  They shop online, they write reviews, they ask for product or service advice publicly, and they are more than happy to supply their opinions when others ask.  And, they are connected – always.  They have mobile devices and they use them… for everything. They talk, text, surf, shop, and review from the palm of their hands.  And, if they like your company, they’ll tell people.  They’ll create content just for the sake of telling friends, co-workers, and even complete strangers about the great things your company is doing. So, they might not be the ones buying, but you can be certain that their messages are reaching your buyers.

In addition to all that, they are willing to share personal information, feedback, and advice with marketers, because they like tailored ads and personalized online shopping.


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