5 Reasons to STOP Marketing to Millennials

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Ethology.comWhen customers get what they need, our clients get what they want.Ethology.comHello!Tweets:@DRJedi#EthologySeries Dustin DiehlSenior Content StrategistBrandwyn BoyleMarketing DirectorEthology.comImagine knowing your agency cares about your business as much as you do. We are a performance-driven customer experience agency, dedicated to understanding what matters most to you. Our modern approach and traditional values are visible throughout every team member and project. Since our inception in 2010, strategy has been the foundation for the solutions we provide, and forming true partnerships with clients is our goal. We do search, media, creative, content and UX but your business, your customer and your strategy drive it all.Ethology.comEthology.comWhich one is the Millennial?Ethology.comThey all are.Ethology.comEthology.comThey all are.But would you really market to these people the same way? Ethology.comEthology.comWould you market to these people the same way? Ethology.comNo.Ethology.comEthology.comNo.You shouldnt.Ethology.comEthology.comNo.You shouldnt.But you are.Ethology.comEthology.comWhat do these people care about? Ethology.comIts time to stop.Ethology.comEthology.com5 reasons to stop marketing to MillennialsEthology.com5 reasons to stop marketing to Millennialsand start marketing to your customers Ethology.com1. Millennial is a demographic, not a customerEthology.comDemographics are simplistic and patronizing, [especially] because millennials are more diverse and heterogeneous than any [generation] before. Bryan MelmedVice President of Insights Services at ad intelligence firm Exponential InteractiveEthology.comEthology.comEthology.com2. No one agrees about what a Millennial even isEthology.comBorn between 1980 and 2000.Ethology.comEthology.comBorn between 1980 and 2000.Or, maybe 1981 to 1996.Ethology.comEthology.comBorn between 1980 and 2000.Or, maybe 1981 to 1996.Or, 18 to 33 year olds.Ethology.comEthology.comBorn between 1980 and 2000.Or, maybe 1981 to 1996.Or, 18 to 33 year olds.Or, maybe 16 to 35 year olds.Ethology.comEthology.comThats nearly a 20 year age gap.Ethology.comEthology.comThats nearly a 20 year age gap.And not just ANY age gap.Ethology.comEthology.comWhere were you when you were 16?What was your biggest concern?What did you buy?Who did you care about?Ethology.comEthology.comWhat about 35?What was your biggest concern?What did you buy?Who did you care about?Ethology.comEthology.com3. Marketing to Millennials is lazyEthology.comEthology.comEthology.comWhen you tell a 22-year-old to turn off the phone, don't ruin the movie, they hear please cut off your left arm above the elbow. You can't tell a 22-year-old to turn off their cellphone. That's not how they live their life. Adam AronAMC Entertainment CEOEthology.comEthology.comEthology.comThe Boss BabeThe BrogrammerThe NostalgicThe UnderemployedThe Shut OutThe Travel EnthusiastThe Culinary ExplorerThe ExuberantThe CollectorThe Millennial MarthaThe Millennial MomThe Quarter-Life CrisisEthology.com4. The Millennial label doesnt allow for empathyEthology.comEthology.comEthology.com22-year-olds aren't alone; heavy cell phone use is far more widespread. Today, 68% of U.S. adults have a smartphone, a staggering increase from 35% just five years ago. Tim LeagueAlamo Drafthouse CEO/FounderEthology.comWhat you hate about Millennials is actually what you hate about yourself. MeEthology.comEthology.com5. Not all Millennials are created equalEthology.comEthology.comNot all Millennials are created equalEthology.comSo what do we do?Ethology.comEthology.com4 ways to get startedEthology.comPersonasEthology.comEthology.comPersonasCustomer Journey MappingEthology.comEthology.comPersonasCustomer Journey MappingCustomer Interviews/SurveysEthology.comEthology.comPersonasCustomer Journey MappingCustomer Interviews/SurveysUser Experience TestingEthology.comEthology.comPersonasCustomer Journey MappingCustomer Interviews/SurveysUser Experience TestingEthology.comEthology.comThank you!@DRJediEthology.com