To Speak Millennial, Use Email

[Jesus Malverde]

Surprisingly, Millennials have a preference in how they want to converse with brands, and it’s not through social media. Columnist Steve Dille explains.

Want an example of a misleading marketing meme?

“You want to engage Millennials? Move all your budget into social media, into mobile advertising. That’s where the action is.”

At first glance, it makes sense. After all, in 2010, a massive Pew study told us all that…

Millennials outpace older Americans in virtually all types of internet and cell use. They are more likely to have their own social networking profiles, to connect to the internet wirelessly when away from home or work, and to post video of themselves online.
The never-ending proliferation of new social and mobile tools, from Vine to WeChat to SnapChat and beyond, might make a marketer striving to reach this audience suspect that established tools — like, yes, email — are as relevant to this group as double-knit disco suits and pagers.

And, like a lot of knee-jerk prognostications, that would be totally wrong.

http://marketingland.com/speak-millennial-use-email-124811