Are Execs On-Point with Millennial Marketing?

Ever feel like companies try too hard with advertising only to end up appearing as though they have no understanding of their target market? Execs have always tried to understand the generations and the best ways to market to them, despite the fact that the emerging generation may be far removed from their own.

Results of a May-June 2008 survey of executives worldwide recently released by eMarketer shows their views of the best ways to market to Gen Y. Some of their thoughts seem to be on-point, but some seem skewed, at least to me. As you can see in the chart below, the execs voted the top three Gen Y marketing tactics as viral marketing, peer-to-peer recommendations, and sponsorship of Millennials' favorite programs.


Personally, I feel that viral marketing is very similar to word-of-mouth marketing in that it is hard to create a successful campaign and is near impossible to control. I also don't feel that I respond to sponsorship marketing, at least not at the level it is represented in this survey. I do, however, feel that personal recommendations (especially from close, trusted friends) are something that do hit a chord with Gen Y. As for the rest of the rankings displayed in the chart, I would agree with most of their placements except text message marketing. Unsolicited text messages I find a nuisance, but I suppose if I signed up to receive some sort of offer through text message it would be less bothersome.

Again, this was a global study so I may not be an average representative of Gen Y, so my opinions on this topic are just that: my opinions. I would, however, like to know how other members of Gen Y feel about these marketing avenues. What are your opinions?