Experience Over Value: Why and How Agents Should Target Millennials | Carlomaria Grassi

Raised in the technology
age (since the early 80s), Millennials have only known life with scores of
cable channels, remote controls, and video games. In addition to these
conveniences, younger Millennials can’t even imagine life without the Internet,
text messaging, social media and entertainment on demand. As my two daughters that
often asks, “... Daddy, what did you do without TV, games, and the Internet?”  Why should we care? Because Millennials, also known as Generation Y, are
one of today’s most valued segments to most marketers, with the size of this
generation eclipsing that of the Baby Boomers. It is no surprise, therefore,
that this is a highly competitive segment for marketers and that strong battles
ensue to secure trial, loyalty and advocacy among Millennials.

While a wealth of research
exists on the best way to reach Millennials through their preferred
technologies and media consumption channels, scant research has offered insight
into the varying responses to brand messages among this coveted group.
Millennials are an interesting bunch. They are often hypothesized to be more
impatient, more easily irritated, and have shorter attention spans, all of
which adds up to a particularly challenging and often elusive marketing
segment.       Experience Over Value: Why and How Agents Should Target Millennials