Millennials, also known as Generation Y, are the individuals born anywhere from 1980 to the late 1990s, that now represent an 80 million person consumer market. According to Wikipedia, "the phrase Generation Y first appeared in an August 1993 Ad Age editorial to describe teenagers of the day, which they defined as
different from Generation X, and then aged 12 or younger (born after 1981), as well as the teenagers of the upcoming ten years."
To better visualize this group, think of it this way. The older members of Generation Y (those currently in their late twenties or early thirties), are the children of the Baby Boomers. The younger members of Generation Y (those currently children or teenagers) are the children of Generation X.
What is unique about Generation Y is that this generation was the first to grow up with computers and modern technologies in home. As a result, their lives, friends, social interactions, opinions, and values have been largely influenced by social media and the availability of instantaneous access to information.
To highlight the impact of technology on this generation, a recent study completed by the Elon Journal of Undergraduate Research provides an eye-opening viewpoint. The study claimed that Generation Y students who used social media, and then quit using social media, showed withdrawal symptoms similar to those of drug addicts.
There is no doubt about it, Generation Y (and those even younger) manage their physical world through digital technologies.
But here lies the opportunity for advertisers.
While the web and internet-connected devices provide countless benefits, technology overload also creates a dark void that only personal interaction can fulfill.
For example, browsing clothes online may offer convenience, visual satisfaction, and lower prices. However, a potential customer cannot touch, manipulate, try on, or even smell the clothing. They can't take and share photos while trying out products. They can't create a memory that will forever influence their views on various brands, products, and services.
This is a technology fail.
No matter how advanced technology becomes, we are physical beings that live in a physical world. Our bodies and senses are designed for physical interaction, and our minds and bodies require physical interaction for health and happiness.
When it comes to advertising, the same rules apply. Receiving an offer by email or text message is convenient, and most certainly has its own intrinsic benefits, however, there is still no substitute for receiving a direct, physical offer.
Let's look at a common scenario. Let's say you arrive home from work, and you notice a doorhanger on the front door. You are forced to handle this offer, and "look at it," before opening the door.
The visibility, and impact, of that simple print advertisement is exponentially higher than the same offer received via email.
Why? The doorhanger forces a person to see the offer, handle the advertisement, and make a decision about the offer on the spot. For example, the recipient may ask themselves, "Do I want to order pizza tonight?" or alternatively, "I don't want this junk mail."
Either way, the business receives the visibility, name recognition, and potential to convert a prospect into a sale - whether that be immediately or at some point down the line.
Conversely, with an email offer or text message, the recipient can easily auto-dump the advertiser's offer into a spam folder. They can delete the offer before opening the message. Or, the can completely ignore the message by "turning off" or leaving the interface in which the offer was delivered.
But, recipients simply cannot ignore an offer that is hanging on the front door, or waiting in the mailbox. Print offers demand action, and must be dealt with at a physical level.
Physical interaction is more memorable too, because it pings more human senses with each impression. Sensory experiences drive all human actions - including purchasing decisions.
This simple truth is that traditional marketing strategies, such as direct mail, are more effective now than ever before. Too much of any one thing, in this case digital information, will always make the opposite stand out even more.
The proof of this concept can be found in research labs across the world, as technology companies and scientists (many of them Generation Y members!) scramble to develop the first effective TUIs (Tangible User Interfaces).
The same companies that design and produce brilliant technologies, are also the ones most aware of their shortcomings.
For now at least, your best bet is to advertise to all generations with direct mail. Then, use digital marketing technologies to foster engagement with your brand.
With less focus on Facebook and over-saturated mediums, and more focus on direct marketing, your sales can increase substantially.
After all, the Millennials (a generation that does everything online) enjoy the physical experience or direct marketing themselves. That's a powerful message to advertisers.