In a world that seems dominated by all things Millennial, Baby Boomers shouldn’t be disregarded as heavyweight consumers. This generational cohort represents 54% of American wealth by household. Plus, Boomers’ annual spend reaches more than $548 billion, outpacing members of Generation X by a whopping $200 billion. And you know what’s really interesting? Boomers are keeping print very much alive, because it’s their preferred method of media consumption — even though they aren’t ignoring technology. According to the Pew Research Center, print newspapers are still the second most popular way for adults 65-plus to consume their news, and research from Kantar indicates that skeptical adults tend to trust print more than other news sources. Marketers need to take notice of this, if they’re trying to woo the lucrative Boomer marketplace who are looking for trusted news and information sources. If you’re not considering a print ad buy in addition to your digital purchases, you’re missing out.
Millennials are forcing marketers to rethink the way they promote products and services. Content marketing speaks to them the best.
An overwhelming 84% of the group born between 1980 and 2000 distrust traditional advertising, according to a study by the McCarthy Group. Instead, Millennials want to learn about brands through meaningful content and referrals: informative posts, narratives that spark social media conversations, and endorsements from trusted friends, family members, celebrities, and “micro-influencers.”
Millennials are building careers, starting families, and amassing buying power. By 2020, these independent thinkers are expected to spend more than $1.4 trillion annually, according to Accenture. Moving beyond the homes and advertising culture of their parents, they are spending on brands that capture their imaginations and win their trust.
more at source: https://www.pubexec.com/article/targeting-millennials-content-marketing/