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Super vital.
Considering that they are constant eager content, the companies that are not paying attention for those future (by statistic)1,4 trillion US purchasing power in, are risking their own future.
I think the key to connect with them is the "content", a good management of the available information and, since they are like flies, we need to pay attention for the several social media platforms.
So, mainly ou SEO strategy, in my opinion should:
a) Interests - what motivate them, culturally for example
b) Teaching - they are more tendency to consume content where they can learn something useful
c) Sharing -They share very easily, in all social media platforms, content that helped them for the purchase act.
d) Value - They don´t pay yo much attention to promotions, offers and things like that. They expect something from a brand that can bring the most value perception possible.
e) Long content - something that we should avoid. They don't have time to read long texts and descriptions.
f) Emotion - They expect humour, funny content that make them feel happy.
g) Video content - I think the most important at the present/future are the video messages. Short, direct, concise, with a very useful and powerful message.
Give a look to this Millennials Report , it´s super interesting:
http://moosylvania.com/millennials/Moosylvania_Millennial_Study_.pdf
I hope I could help
