Skip to content

Why Your Millennial Marketing Is Off Target

Why Your Millennial Marketing Is Off Target

Do you have a marketing campaign designed specifically to reach your millennial customers? One campaign or approach simply isn’t enough, according to the market research firm, Exponential. This generation of shoppers, aged 18-33, is quite diverse. A one-size-fits-all campaign to reach them is doomed to fail.

What should you do instead? Perhaps it’s time to start thinking of Millennials the way we think about Baby Boomers: while we know that the members of this generation have traits in common – a high comfort level with technology, for example – they also have had unique experiences and influences that shape their purchasing behavior.

Understanding what those experiences and influences are is key. Not every member of the Millennial generation enjoys the same economic status, for example. Some Millennials are quite financially secure, working long hours in prestigious positions. As shoppers, they tend to be both value-conscious and conservative; an odd contrast to their less affluent counterparts, who tend to gleefully pour all of the scant available financial resources they have into purchases & experiences they deem to be worth it.

For marketing purposes, it doesn’t matter which approach to spending is right or wrong; instead, you need to be concerned by which attitude is the one the majority of your customers actually have. If your base has little money, but spends freely, all the coupon and points-program type of marketing campaigns in the world won’t resonate with them. Flip the situation around, and you’re wasting your time and energy with “Spoil Yourself” impulse buy campaigns aimed at the well-off Millennial; they’re just not going to bite.

It’s also important to understand that Millennials grew up in a connected world, with social media and the internet playing a pivotal role in their lives. It’s important to know if your customer base is composed largely of people who create and share content on social media platforms, or if they tend to limit their online activity to consuming other people’s experiences.

Developing a deeper understanding of who your Millennial customers are, what’s important to them, and their roles they occupy personally and professionally, will make it much easier to craft individualized marketing campaigns that resonate deeply with your customers, motivating them to buy. Need help developing that understanding? We’ve got you covered!

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office