“There’s no such thing as millennials.” This bold proclamation by ad intelligence firm Exponential Interactive at Advertising Week on Tuesday will likely elicit scoffs and outrage from marketers who have made careers out of targeting Generation Y over the past decade. Of course millennials exist — just not in one neat, unified demographic.
In his presentation “Marketing to Millennials? You’re Doing It Wrong,” Bryan Melmed, vice president of insights services at Exponential, explained that most marketers fail to effectively target millennials by relying too heavily on stereotypes about this generation as a whole. Read more…
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The Millennial That Marketers Are Targeting Does Not Exist
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