I set out on a mission to study the millennial digital landscape beyond America. My first stop was Tokyo, Japan—a country where millennials are changing the tired traditions of their baby boomer parents in favor of cutting-edge technology and innovative digital strategies. Unlike in the United States, millennials in Japan have been more successful in
The internet has long been a marketplace for goods, but social media and apps are increasingly playing a bigger role in the path-to-purchase. You can easily order tonight’s dinner and the latest Walking Dead episode with the click of a mouse, or a few taps on your smartphone. According to The Pew Research Center, over 70% of Americans buy products online and 51% of those purchases are made using a smartphone.
With a network of over 400 million users, Instagram has been a brand marketer’s dream, offering limitless opportunities for sponsorship and digital influencer partnerships. The rise in marketing investment via Instagram prompted many Insta-users with aspirations of greatness to purchase engagement software— also known as ‘bots’ — to artificially inflate their reach, engagement and boost their appeal to prospective customers.
Last week, we talked about the importance of engaging millennials—those between the ages of 17 and 34—as part of a company’s overall marketing strategy. No sooner than this blog was published did Advertising Age report that millennials are collectively expected to spend more than $200 billion annually starting 2017, totaling an estimated $10 billion over their lifetimes. The Super Bowl was another prime example of companies shifting their marketing efforts to attract millennials.
Why Not Market to a Millennial?
The term millennial is often in today’s headlines. From “4 cities where millennials actually act like grown-ups” to “Why It’s (Finally) Time To Stop Bashing Millennials,” this age group is highly represented yet grossly misunderstood.