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Marketing News

Success by Self-Deprecation

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Published 1/9/2013


Author: Molly Soat

​Molly Soat is a staff writer for Marketing News. She can be reached at msoat@ama.org.

Summary

​Brands big and small are in hot pursuit of millennials, who now encompass that marketing sweet spot of 18- to 34-year-olds, but it’s a hard audience to reach. Millennials are notoriously ad-blind, shunning—or simply not noticing—print or Web ads, or speeding past TV commercials with their DVRs.

To get their attention, marketing teams continue to experiment with a tech-heavy mix of tools such as Twitter feeds, Instagram accounts and videos in hopes of becoming a household (or dorm room) name. But regardless of the tool or channel that marketers choose to use, one trend is quickly accelerating amongst Gen-Y-focused brands: content marketing—often the more ridiculous, the better.

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