October 10, 2016

Beware the 'Authenticity Trap' When Marketing to Millennials

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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

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