Why Acer is targeting “The Connected Generation”

This event report discusses how Acer, the technology group, is aiming to rebuild its business through targeting millennials – a group the company calls "The Connected Generation".

Why Acer is targeting "The Connected Generation"

Andrea Sophocleous

Acer, the technology company, knows them as "The Connected Generation". But whatever title you give to millennials, the fact remains that they will have greater spending power than any preceding generation in history by 2018.

That statement alone explains why Acer is increasingly focusing its marketing efforts on this demographic, Michael Birkin, the firm's chief marketing officer, told delegates at the World Federation of Advertisers' Global Marketer Conference, held in Sydney in March 2014.

By 2015, the spending power of millennials – also known as "Generation Y" by many observers –...

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