Garrett Perry

Millennials are combatting the technological marketing sphere with innovative ideas that are published at a rapid-fire pace throughout each and every day. With AI messaging systems and interactive forms of content such as GIF’s and photos/videos we can see all of the more variety being introduced into digital marketing. Millennials were at the birth of the digital world, and it makes all of the more sense that they pioneered many of the renowned frameworks when it pertains to digital marketing. Being digital natives is a huge leeway for this generation, and they have proved they have all of the more comfortability with their digital habits. Focusing on authentic, frequent and engaging content has been a pivotal methodology for this generation and will forever continue to be.

Why Millennials matter in Marketing?

People born between 1981 and 1996 are commonly referred to as millennials (Dimock, 2019), and they have been instrumental in the development of digital marketing. Marketing tactics have changed as a result of their strong reliance on digital platforms, inclination for tailored interaction, and impact on consumer patterns. Millennials are important targets in this environment and have both used and created digital marketing since they grew up with the internet.

Millennials are known for having a high level of digital knowledge, which has encouraged them to use social media, shop online, and consume information. According to a 2020 Pew Research poll, 86% of millennials use social media on a regular basis, and 93% of them own smartphones (Perrin & Anderson, 2020). As a result, traditional advertising techniques are giving lee way to digital-first strategies as companies aim to interact with customers on social media, websites, and mobile apps, where people spend the majority of their time. In response, marketers have made investments in focused social media campaigns, influencer marketing, and search engine optimization (SEO) in an effort to draw in millennials.

Pew Research statistic from Perrin & Anderson

By producing content, millennials have also played a significant role in shaping trends in digital marketing. Millennials are now able to create personal brands thanks to platforms like YouTube, Instagram, and TikTok, which has an impact on consumer behavior. The emergence of the influencer economy, in which people make money from their online presence through sponsored content and commercial collaborations, highlights how influential this group is in influencing digital marketing. According to research, 70% of millennials are more likely to believe a friend or influencer's suggestion than one from a traditional ad (HubSpot, 2021). In order to preserve credibility and engagement, brands have shifted to real, user-generated content.

Millennials' inclination for immersive and interactive experiences is another important component of their engagement with digital marketing. Millennials prefer two-way communication with brands over passive advertising, in contrast to earlier generations. Direct communication between customers and businesses is made possible by social media sites like Facebook, Instagram, and Twitter, which promotes community and brand loyalty (Smith, 2022). To accommodate this demand, interactive features like polls, live-streaming events, and customized email campaigns are now incorporated into digital marketing plans.

Additionally, the ethical and social responsibility movement in digital marketing has been greatly influenced by millennials. According to research, 81% of millennials anticipate that businesses would openly declare their support for corporate social responsibility (CSR) programs (Cone Communications, 2017). Consequently, purpose-driven campaigns—in which corporations link with social causes to connect with value-conscious consumers—have become more prevalent in digital marketing. Businesses run the risk of offending this important group if they don't show openness and genuineness in their messaging.

Why does all of this matter to us Gen-Z?

Millennials have actively influenced the development of digital marketing in addition to being its main consumers. The way that brands handle advertising in the digital age has been impacted by their demand for social responsibility, authenticity, and interaction. Understanding and adjusting to millennial-driven marketing trends is still essential for companies looking to succeed in the long run in the digital sphere, as they continue to have the majority of purchasing power.