Marketing to Generation Influencers

In the United States, Millennials—consumers between 19 and 35 years old—fuel social media, keep up with the latest trends, quickly integrate new tools and devices into their lives, and spend US$600 billion a year. In fact, experts predict their spending power will exceed $1 trillion by 2020. Brands can employ various strategies to reach this burgeoning demographic, including partnering with influencers—consumers with a platform to communicate and a slew of followers. Takeaways include: *To reach consumers' smart phones, brands should optimize their websites for mobile platforms. *Reviewing quality of content is critical prior to a company aligning with a brand ambassador. *Millennial women love to show their natural lifestyles to their networks offline and online.