How Millennials in the Workplace Are Revolutionizing Marketing

Today’s new wave of marketers and business leaders aren’t following in the footsteps of their older counterparts. The Digital Shift (or Lack Thereof) According to a report from Magisto, Millennials at small- to medium-sized businesses are far outpacing their baby boomer counterparts when it comes to embracing digital content strategy. Millennials in the workplace spend 58 percent of their marketing budgets on digital media, Magisto found, whereas baby boomers spend only 14 percent. In other words, Millennials are three times more likely than boomers to spend more than half of their media budget on digital. millennials in the workplace marketing These differences are echoed when it comes to mobile spend. Only 40 percent of boomers currently use or want to use video for digital marketing. Traditional marketing teams may still see digital as an augmentation of their traditional, broadcast-advertising-based pitches, just another tactic to add on to an existing, top-down plan. Social and video are natural content strategy allies. content strategy ad spend While TV and traditional media will continue to have a place in the marketing budget, marketers who focus too heavily in this area will miss out on a wealth of storytelling opportunities. Instead of slowly testing the waters, marketers should follow the Millennial approach and dive right in before the digital marketing ships sails without them.

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Millennials in the Workplace

For young marketing professionals, a simple phrase might define their marketing approach: out with the old, in with the new.

Today’s new wave of marketers and business leaders aren’t following in the footsteps of their older counterparts. In the eyes of Millennials in the workplace, baby boomers are stuck in the past, holding onto traditional marketing tactics that are quickly losing their effectiveness. Switching over to digital—now—is the younger crowd’s imperative. Where older marketers tread lightly, Millennials dive right in.

This age-based discrepancy on marketing tactics isn’t all that surprising. After all, Millennials are tethered to their internet-powered devices and social media networks, and it makes sense that they would readily embrace digital marketing vehicles when creating their own budgets. What’s noteworthy here is the clear difference in overall viewpoint and approach when it comes to marketing—differences that can be downright dramatic.

The Digital Shift (or Lack Thereof)

According to a report from Magisto, Millennials at small- to medium-sized businesses are far outpacing their baby boomer counterparts when it comes to embracing digital content strategy. Millennials in the workplace spend 58 percent of their marketing budgets on digital media, Magisto found, whereas baby boomers spend only 14 percent. In other words, Millennials are three times more likely than boomers to spend more than half of their media budget on digital.

Millennials in the workplace marketing
millennials in the workplace marketing

These differences are echoed when it comes to mobile spend. Nearly half of Millennials allocate the bulk of their budgets to mobile; boomers allocate just 10 percent. On social media, Millennials are also more active. Sixty-eight percent of Millennials rely on social media ads, compared to just 27 percent of boomers.

Millennials are also more video savvy than their older colleagues. Among the 500 small- and mid-sized business surveyed, nearly 90 percent said they currently use or want to use video ads, Magisto reported. Only 40 percent of boomers currently use or want to use video for digital marketing.

Going Digital First

While it’s difficult to parse out exactly why older business…

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