Challenge: engagement & attention
Posted: Tue Jun 17, 2025 9:21 am
The time when marketers could reach the masses with interruption marketing and entice them to make purchases is a thing of the past since the rise of the internet and the digital native. Everyone within the media ecosystem creates content. There is more content available than a consumer can ever digest. Result: only the best content will attract consumers.
The self-determined individual has finally taken control of the brand’s steering wheel. The main challenge for marketers in 2012: effective engagement. How do you capture the attention of the increasingly inattentive online consumer, who is faced with an abundance of choice and who is increasingly resistant to advertising? In a few years, millennials, consumers between the ages of 18 and 34, will drastically change the way we buy. Research by Bazaarvoice shows that this group already frequently uses and creates content to recommend or discourage products and brands to friends, family and the anonymous website visitor.
Millennials are making more use of anonymous reviews
Millennials rely more on anonymous recommendations and reviews when making purchasing decisions than their brother cell phone list Baby Boomer counterparts. The study found that 66% of Boomers (ages 47 to 65) rely more on information and recommendations from well-known sources than user-generated content when making purchasing decisions. Millennials, on the other hand, are nearly equal in their reliance on friends and family (49%) versus anonymous user-generated content from company websites (51%) to influence their purchasing decisions.
The self-determined individual has finally taken control of the brand’s steering wheel. The main challenge for marketers in 2012: effective engagement. How do you capture the attention of the increasingly inattentive online consumer, who is faced with an abundance of choice and who is increasingly resistant to advertising? In a few years, millennials, consumers between the ages of 18 and 34, will drastically change the way we buy. Research by Bazaarvoice shows that this group already frequently uses and creates content to recommend or discourage products and brands to friends, family and the anonymous website visitor.
Millennials are making more use of anonymous reviews
Millennials rely more on anonymous recommendations and reviews when making purchasing decisions than their brother cell phone list Baby Boomer counterparts. The study found that 66% of Boomers (ages 47 to 65) rely more on information and recommendations from well-known sources than user-generated content when making purchasing decisions. Millennials, on the other hand, are nearly equal in their reliance on friends and family (49%) versus anonymous user-generated content from company websites (51%) to influence their purchasing decisions.