There’s an assumption among many that Generation Y – people born between the mid-1980s and the early 2000s – is extremely difficult to reach via traditional media and direct mail.
Like most assumptions, it’s equal parts true and untrue. While Gen Y is far more involved in digital media than previous generations, its members are also highly responsive to direct mail and other more “traditional” forms of marketing.
One reason for this is digital marketing overload. Like Allison Schiff mentioned in Direct Marketing News last year, many millennials face inboxes full of marketing messages, causing them to zone out of digital media and look to traditional media.
An impressive 50% of Gen Y finds print deals in newspapers. 33% of Gen Y uses direct mail to learn more about products, offers and brands. Far from being 100% digital, Generation Y pays attention to all marketing channels.
Since Gen Y pays close attention to almost all marketing channels, the importance of having an integrated marketing strategy – one in which your marketing message is consistent online, offline, in print and in direct mail – is greater than ever.
In this guide, we’ll share three effective strategies that you can use to combine your digital, print and direct marketing strategies to connect with Generation Y.