Yume Inc.: The Influence Of Millennials

This target market is outgoing, fluent in English, and highly value conscious3. They reside in urban areas with higher population densities and educational institutions. In terms of market segmentation, these young adults are the innovators and early adopters of new products and services. On a daily basis, being exposed to thousands of different messages makes them proactive and more aware of the world. They are heavily impacted by popular culture and being technologically savvy allows them to share their experiences on social media4.

This group of people is viewed as vulnerable, old, lonely, and poor. Ingrained in the culture these perceptions are false and are causing marketers to miss out on an abundant target group. “Why are perceptions so far off? Why have we failed to set the record straight? Why does our advertising continue to show old people as ancient, twisted, limping people in wheelchairs with canes, wrinkled and covered with gray hair, or no hair at all? Is this why marketers have ignored the emerging mature markets? There is an obvious marketing opportunity here for us” (Leventhal, 1997). An effective marketing communication message to baby boomers explains how the product meets their needs. Baby boomers are not interested in the latest fashions or technology. They are not appealed to something because it shiny and new. Baby boomers need time to make a purchase decision. A mature consumer needs facts and data to convince them of a purchase. Flashy gimmicks and peer pressure may work on younger generations, but baby boomers are not sold with these tactics.

Ultimately, millennials are a complex demographic with key differences influenced by life

Another thing about this particular generation is that they are technology savvy. While things like the internet were not around when they were little, the older they got, the more technology as a whole grew. The internet came along as well as television. They have become starving for information. Therefore, when it comes to marketing, the best place to do this is on the internet and also on television advertisements. They do also enjoy reading the newspaper, so taking out portions of those would be beneficial. Making sure that there is as much information as possible about a particular service or product available is vital. If there is something that they see or want, they will do their research on it

People of Generation X are very easy to be reached through many different strategies. On the Avalon Peninsula, there are many different places to buy toothpaste like grocery stores, retail stores, and convenience stores. For example, in the Bay Roberts- Carbonear area, there is three Powell’s Supermarkets, two Dominions, two Foodlands, two Shopper’s Drug Marts and one Wal-Mart. Hence, there are lots of consumer opportunities to buy toothpaste. They can also be reached by advertisements, the use of email, appealing to their financial responsibility, and appealing to their values. (“Stuck in the Middle: Marketing to Generation X”, 2015)

Many employers are challenged with handling the millennial due to the lack of proper understanding of this generation since there is plenty of myths, propagated through anecdotes and assumptions. However the separation of the myths and the facts is important for an organization so as

Roughly 25 percent of Boomers, or 20 million of the generation's 80 million members, are expected to possess what life-stage expert Geoff Meredith terms an "age accepting" mentality by 2008. This is anticipated to spur the rise of more realistic marketing images aimed at the generation, which continues to be overlooked in fashion ad campaigns that cater mostly to young shoppers. Indeed, he observed, "Baby Boomers look at today's ads and say 'That's not me."'

Today’s marketer must take into consideration many generational differences when considering a marketing strategy for a product. Most products are intended for a massive audience, requiring the marketer to utilize an integrated marketing scheme to encompass all generations.

Consisting of 77.2 million people, baby boomers — people born between 1946 and 1964 — represent a prized, yet often misunderstood, demographic for online marketers. In fact, they represent the largest group within the U.S. Internet population at 56.7 million users, a full 29.4 percent of all Internet users. So why is there such confusion about how to effectively market to them? A recent report from the online market research firm eMarketer, Boomers Online: Attitude Is Everything, addresses this issue.

Shifting demographics: Millennials have emerged as the most populous generation in the United States. As this group’s disposable income rises, industry operators will increasingly cater their services to attract these individuals. Millennials are

The characteristics of the millennial generation mentioned above affect the beliefs of the generation itself and how others perceive this demographic group from

Diverse experiences and characteristics of the Traditionalist generation, Baby Boomers generation, Generation X, and the Millennial

When trying to understand why marketers have chosen to increasingly focus their attention on teenagers, three key points point to the answer. First, advertisers have increasing access to the market demographic. Secondly, the demographic shows continuing growth. And third, the demographic demonstrates a steady growth in their influence over spending. As Keith Niedermeier, Wharton visiting professor of marketing and panel moderator at the “What Teens Want” conference stated, "Teens are an enormously important segment because they are disproportionately powerful in terms of being trend setters and early adopters” (http://knowledge.wharton.upenn.edu)

This article is relevant to me, as well as many Americans. In fact, it is a good source of information on this generation to better understand the differences in this generation compared to others. Also, it seems very important to educate businesses on what to expect when attempting to market to this generation, and how doing it right will benefit them.

Advertising agencies today are confronted with the ever-evolving nature of technology and new applications that are continually being devised. Traditional advertising methods such as billboards, newspapers, magazines, radio and even broadcast television advertising are becoming less effective due to the significant increase in the number of platforms for getting messages to target audiences. In my essay I will discuss the challenges that the digitalization of communications has had on advertising agencies and its effects on consumers, the media and brands, with examples of how these companies are overcoming these problems to solve their clients’ brand or business issues.