As cable marketers struggle to figure out "millennials," also known as Generation Y, a few themes surfaced at CTAM NY‘s Wed breakfast focused on this multitasking, group-thinking, social networking horde. According to Jill Rosengard Hill, svp at Frank N. Magid Associates, the millennial generation is already bigger than the Baby Boomer crowd and "will dominate the 18-49 demo" in a few short years. But this largely "coddled" group behaves nothing like previous generations: They have zero patience for mass marketing, demanding total customization and personalization; their networked gadgets are like "an umbilical cord to their family and friends"; and—here’s one for an episode of "Fear Factor"—some 25% of 26-year-olds still live at home. "I think the millennials have changed everything," said Digitas CMO Seth Solomons, adding that they reject marketing that comes "at" them. "You need to find a way to market with and for millennials." That means asking their help to virally spread—and even shape—marketing messages because "they are obsessively tuning out all of us." Omnicom Media Group pres Steve Grubbs said cable marketers must "infiltrate" the social networking ecosystem to truly reach Gen-Y. Easy, right? Welcome to the future.

The Daily

Subscribe

Doing Good

T-Mobile is donating $1.25 million towards causes that are advancing educational equity for LGBTQ+ youth. A sum of $1 million will be directed towards the Human Rights Campaign Foundation ’s new financial

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Jul 16
Diversity List – 2021 Nominations Due: July 16, 2021
Sep 10
Most Powerful Women – 2021 Nominations Due: Sept 10, 2021
Dec 7
Most Powerful Women CelebrationSave the Date!
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact John@cynopsis.com for more information.