Looking to the Future
Millennials, the largest generation in U.S. history, have grown up with the internet. Tech-savvy and connected (over 85% own smartphones), millennials are reshaping the market landscape.1 In fact, by 2018, they’ll have more spending power than any other generation—an estimated $3.39 trillion.1
So while targeted advertising might be easier without an open internet, doesn’t it make sense to consider what works for the largest consumer base with the most buying power? The end of net neutrality could mean the end of marketing approaches that resonate most with millennials, like influencer power, user-generated content, and authenticity.
Content Is Community
Marketing surprise: Millennials don’t respond to the hard sell. They want opinions and reviews from friends, family members, and strangers. When making purchasing decisions, 84% of millennials head to the internet to reference user-generated content.2 They look to influencers for product reviews and ratings. To market to a millennial is to get involved across a number of platforms and engage with real people.