Marketers have been told not to regard the millennial demographic as a single, homogenous group.

According to Richard Armstrong of marketing agency Kameleon, this segment of the population is actually “very broad, covering an audience born from the mid-80s up until the early noughties”.

Mr Armstrong acknowledged that there would be a number of similarities and common passion points among these people.

However, he said “glaring differences” will become apparent if marketers take a closer look at this audience, given that they were born across a 20-year period.

“Take the Spice Girls and Jake Boys – if you don’t know who he is, I think my point is made,” he commented.

Mr Armstrong went on to point out that marketers who “continually capture the hearts and minds of audiences will hone their focus when grouping their target audience”, particularly as they are operating in an era when personalisation and big data are commonplace.

He argued that with the march of technology, advertising has become optional for many consumers.

As a result, he believes it is those campaigns that are most relevant and have the “most engaging story at their heart” that will succeed.

Mr Armstrong added that delivering these kind of results depends on having identified a specific segment of the audience and understanding their motivations and thought processes.

Jerry Perkins, chief executive of Mixmag Media, agreed that marketers must go about engaging with millennials in a more nuanced and intelligent way, saying that targeting an age group is “quite lazy these days”.

He said that instead of relating a campaign to a particular demographic, brands should aim to base it around people’s lifestyle and values.

Is targeting millennials a lazy marketing strategy?, Marketing Week

Posted by Robin McCrink