Millennials

The millennials are the first generation to be born into the digital age. They are known for rejecting traditional lifestyles, have a tendency to go through various jobs and functions in a short space of time, are communicators, value free time and want a better environment in which to live. This generation's consumption patterns are based on technology and the overwhelming majority have a smartphone with which they do most of their activities, such as playing, shopping, learning, working and interacting with the world.

The generation millennialalso known as "Generation Y (people born between 1981 and 1996) is already the largest workforce in the US, with 73 million people. It is predicted that, by 2025, the millennials will represent 75% of the global workforce. Business to Business (B2B) is obliged to develop digital marketing strategies to engage with its customers. millennialsas they actively influence purchasing decisions and consumption habits. According to recent figures, 73% of the individuals of this generation who are employed already play an active role in the purchase of company products or services.

One of the aspects that millennials take into account is the experience with the brand. They are twice as likely to abandon a brand forever if they don't like it and twice as likely to recommend it to others if they have a great experience. When it comes to advertising, they are more skeptical than other generations. They view it with caution, including content produced by influencers, but they trust content created by other users and their place of consumption and interaction is social networks.

Taking these factors into account, companies will have to look for a engagment with the generation millennial  and to achieve this they must focus on the customer experience. In other words, listen to their point of view, recognize their weaknesses and work to solve them in an innovative way. It's a collaborative effort that requires integrated marketing and communication strategiesThey must be flexible, viral and reliable. These strategies must be focused on the customer experience and must seek to meet their needs in terms of information architecture, interaction, usability and visual design.