October 10, 2016

Beware the 'Authenticity Trap' When Marketing to Millennials


Authenticity means little to millennials. The word is used in focus groups because marketers have learned it's what millennials want to hear. Media picks up on it as a cure-all because it generates traffic and offers simple solutions to complex problems. But it's not that easy. There are a few issues at hand here: Semantics, Messaging and Targeting. All are opportunities to plummet into the authenticity trap. Smart brand marketers will navigate around them and reap the rewards. 

As real as it gets.

Topics: Digital Marketing, Research and Insights, Digital Strategy, Millennials, Content Strategy, Consumer Insights