ABSTRACT

Millennials are among the largest age cohorts in United States commanding the strong buying power. They are digital natives perplexing the marketing world to develop effective digital advertising strategies because they have become expert at avoiding digital advertising designed to influence their consumer behavior. Using a digital distraction during an advertisement is a Millennial behavior and they are not likely to read, listen to, or watch digital advertisements in their entirety. Marketers are challenged to uncover new insights relating to how to hold Millennial attention with digital marketing/advertising communication. This research explored questions on how marketers can better serve the Millennial consumer in the United States with digital marketing/advertising communication that is engaging, informative and influential to their consumer behavior. The research also explored similarities and differences in digital marketing/advertising engagement among Millennials and the Generation Z age cohort because Generation Z represents the largest age cohort coming of age. The research was conducted using the qualitative methods of focus groups, an online bulletin board and one-on-one in-depth interviews. The findings suggest that digital marketing/advertising that is short, with music, humor and the use of social media influencers has a positive impact on both age cohorts.

摘要

千禧一代是美国拥有强大购买力的最大年龄人群之一。他们是困扰营销世界以制定有效的数字广告策略的数字原住民，因为他们已成为避免使用旨在影响其消费者行为的数字广告的专家。在广告期间使用数字干扰是一种千禧年的行为，他们不太可能阅读，收听或观看数字广告。营销人员面临挑战，以发现与如何通过数字营销/广告传播吸引千禧一代的注意力有关的新见解。这项研究探讨了以下问题：营销人员如何通过引人入胜的数字营销/广告传播更好地为美国千禧一代消费者提供服务，信息丰富并影响其消费者行为。该研究还探讨了千禧一代与Z代年龄群体在数字营销/广告参与方面的异同，因为Z代代表了年龄最大的年龄群体。该研究使用焦点小组的定性方法，在线公告板和一对一的深度访谈进行。研究结果表明，简短的数字营销/广告，音乐，幽默和社交媒体影响者的使用对这两个年龄段的人群都有积极影响。该研究使用焦点小组的定性方法，在线公告板和一对一的深度访谈进行。研究结果表明，简短的数字营销/广告，音乐，幽默和社交媒体影响者的使用对这两个年龄段的人群都有积极影响。该研究使用焦点小组的定性方法，在线公告板和一对一的深度访谈进行。研究结果表明，简短的数字营销/广告，音乐，幽默和社交媒体影响者的使用对这两个年龄段的人群都有积极影响。