The #1 Myth About Marketing to Millennials

According to a recent article in Target Marketing, the notion that millennials ignore print is utter B.S.

So when any digital marketing guru tells you direct mail is dead — don’t you believe a word of it.

Here’s the real story:

More than 8 out of 10 millennials read direct mail from retail brands … over half shop from print catalogs.

But wait. There’s more….

During the past 30 days, 49% of millennials took print coupons with them to the store — something even I as a geezer don’t do.

And nearly 3 of 4 millennials use grocery retail inserts.

On the other hand, only 15% of millennials say they ignore direct mail print advertising.

Why should this be so?

Well, according to a study conducted by the Center for Experimental Consumer Psychology at Bangor University, the physical nature of print elicits an emotional connection.

Apparently, ink on paper creates a deeper impression in the brain than something non-physical, like a digital message.

Using functional magnetic resonance imaging (MRI), the study found that content delivered in paper form is more stimulating than content delivered in virtual or digital form.

Apparently, our brains perceive physical material to be more genuine.

Yes, millennial consumers rely on technology … but time spent on a technology platform does not equate to time engaged with its marketing messages: nearly half of millennials say they ignore e-mail marketing and online advertising.

As for the current mobile marketing mania, well … despite the fact that more than 6 out of 10 millennials read content on mobile devices, nearly half of these youngsters ignore mobile text advertising.

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