If you think the word “Millennial” applies to any young person, then here’s a scary fact: the Millennials will start turning 40 next year.
The current generation emerging from college is Generation Z, a cohort with an entirely different set of goals and values. And for associations, this means a whole new set of challenges. Already, 56 percent of associations say that they’re struggling to engage young professionals.
So how can associations attract younger Millennials, Gen Z, and beyond?
Many associations approach marketing automation (MA) from a purely cost-savings perspective. These associations look at the time and resources that go into their current marketing efforts, and they calculate what they could save if some marketing tasks were automated.
These associations are not wrong. If you use MA to handle some everyday marketing tasks, you will see some cost savings.
But if you don’t use MA as a springboard to greater transformation, you’re leaving money on the table.