Millennials are known for multitasking, but Brent Magid may be the first to quantify it...
by Target X

Millennials are known for multitasking, but Brent Magid may be the first to quantify it. Young people consume an astonishing 20 hours worth of media a day in seven hours of actual time, estimates the CEO of Frank N. Magid Associates, a leading research company.

In a recent presentation to promotion and marketing executives, Magid offered the following observations:

—The Millennial generation, which he defines as spanning ages 9 through 28, includes 79 million Americans, more than the Baby Boom generation.

—The group consists of natural communicators, including "super disseminators" who pass on messages to six or more people on a regular basis.

—This inclination to pass along messages of interest makes Word of Mouth marketing a potentially enormous way to attract and influence young people. The key, Magid told the annual Promax Conference in New York, "is to find triggers to get super disseminators to pass on the messages."

Those triggers are often stories and anecdotes that are funny, entertaining and compelling. The channels you use to carry those triggers might include campus tours, podcasts, TV ads, blogs and instant messaging.

You should be using as many different channels as you can manage—especially those that are Internet based because they make it easier to pass along your messages. Just accept the fact that your audience might be doing a couple other things when the message arrives.

by permission
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