Millennials, born between 1982 and 2004, are the first generation that actually outsize the influential – but aging – baby-boomers. Unlike the Boomers, Millennials are digital natives who have sent out far more e-mails than “snail mails” and their expectations for instant gratification are unprecedented.
Advertisers who think the media methods that have worked for the past 30 years will continue to produce results with this tech-savvy group need to think again. There’s no need, for example, to waste time or budget on traditional magazine double-page spreads. A recent AdAge.com article states that “Millennials spend a huge amount of their lives online: on smartphones (59%), on tablets (35%) and on their laptops (70%).” Millennials live to adopt new technologies, which is what makes them such an appealing target for innovative marketers.
Millennials want their information now and their products just as fast – and they expect to be engaged and entertained along the way. Direct Response Marketers naturally meet this need with their attention grabbing advertisements – which often have a campy style – and immediate engagement and call-to-action. DRTV promotes limited-time discounts which must be redeemed as soon as possible, motivating viewers to take immediate action.
Marketing to a Millennial means advertising exactly where they are occupying. If you’re not there, they aren’t listening. The bottom line? If you can’t text or email your Millennial audience, engage them with a compelling DR spot.