Adrienne Cohen

Associate Director, Global Partnerships

Exploring the Generation Gap with Senior-Level Marketers at IMLS

Many brands task their marketing teams with attracting millennial customers. Perhaps that is because they are officially the largest generation in the US and have a potential purchasing power of $200 billion. This group, born between 1981 and 1995, is largely assumed to live, behave, and consume differently than the generations before them, particularly the baby boomer generation (born between the mid-1940s and mid-1960s).

At our last Integrated Marketing Leadership Series (IMLS®) event in Chicago, we took a deep dive into this divide with a live focus group that was split between millennials and baby boomers. The panelists ranged in age from 24 to 61, and though too small to be statistically significant, shared valuable insights into how they consume media.

Below are snippets of the conversation and a window into how these audiences engage with marketing and digital experiences:

What is the last ad your remember?



What app do you use the most?



Do you research purchases in a store or online? Where do you actually purchase?



How do you want a brand to connect with you?



Were you surprised by the differences and the similarities? It seems relevance and online conversion may be universal expectations regardless of age or gender. How might that influence your marketing investments?

These are the types of questions IMLS® tackles with each session. An invite-only event that brings together senior marketing leaders and industry experts, IMLS® features peer-to-peer workshops, discussions on new trends and best practices, networking, and actionable insights.

Visit our event page to learn more and register for our next event, IMLS: Personalization in a Cross-Channel World, held in Chicago on July 20.

04/26/2017 at 04:40

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