How brands are using new media to engage pre-millennial generations

David Ward

This article discusses the ways brands can engage pre-millennial generations using new media.

Only a few years ago, brand managers looking to reach a mass audience were faced with the challenge of creating almost bifurcated campaigns, leveraging social/mobile to engage millennials and generation Z, and then a separate media strategy combining television and other legacy platforms with online banners and search to reach pre-millennials, those born in the 1950s, '60s, and '70s. Recently, however, that divide has almost disappeared, as the 40- to 60-year-old age group has adopted digital and especially social channels in a big way.

Not only is nearly everyone in this cohort internet-connected, but a recent report from Pew...

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