Marketers should make it their goal to build brand affiliation with individual Millennials on their own term because brand loyalty has the potential to generate an optimal lifetime value with your business.
Many marketers are struggling to understand Millennials because we seem so different than the generations before us. The fact of the matter is, we are different. People change, and if marketers want to connect, communicate, and collaborate with Millennials, then they need to change, too. The traditional spray-and-pray method of promotion in which marketers target people based on demographics, such as ethnicity, location, or industry, will yield diminishing results.
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