29 March 2015

Rise of the millennial marketer

Tags:Digital, Strategy, Innovation

Is there anyone these days who isn't talking about Millennials? Formerly known as 'Gen Y', this generation was born in the 1980s and early 1990s and is one of the most written and talked about in history.

Millennials are old enough to remember a time without the internet (just) and young enough to intuitively understand how to use it. In 2015, Millennials will be the largest generation in the workforce - so what does the new generation of Millennial Marketers look like?

The new generalists

Millennial Marketers are a new breed of polymath, as comfortable writing code as copy, as at home in Adobe Photoshop as in Google Analytics. This generation understands the need for marketers to be true generalists, understanding a broad swathe of areas from brand and collateral to re-marketing and SEO. While specialists will still reign in complex areas like data science, the Millennial Marketer will always be upskilling in the latest technology to maintain their Jack-or-Jill-of-all-trades status.

Digital natives, global thinkers

Millennials are the first generation of digital natives - growing up in a digital world and helping to shape it into what it is today. Beginning with ICQ, Friendster, MSN Messenger and MySpace, this generation is accustomed to rapid-fire communication and know-no-bounds social networking. This has created a group of workers who think across borders, understanding the global landscape better than any generation before.

Adaptable and quick to learn

Studies have shown that Millennials' brains process information more rapidly and are more digitally connected than older generations, giving them the ability to multi-task and learn more efficiently. Millennial Marketers are accustomed to interactive, self-driven learning and will utilise platforms like Codeacademy and Skillshare to stay ahead of the pack.

Born content creators

Millennial Marketers were the first users of social media, where they've subconsciously honed their ability to get likes and shares. In this way, they're engineered to create content that converts. Writing a funny status update or blog is second nature, while framing a shot that'll garner some Instagram love is in their genes.

So what?

Digital marketing isn't slowing down, and it's becoming harder and harder to keep up with the pace of new technologies and evolving consumers. Millennial Marketers are vital in translating marketing strategies into the digital realm, grasping new technologies with ease and communicating in a social, global context. If you don't already have a couple in your team, it's time to get hiring!

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