With marketing that is consistent, compelling and relatable – particularly among its Millennial cardmembers– Amex brings high focus and a big investment to “Pay It Plan It,” which allows Amex cardmembers to designate purchases of all sizes for payment in new ways and with greater control.

Earning Millennial hotel loyalty can be a challenge. Here's why it's worth it... and how your hotel co-brand can engage this critical audience.

In addition to noting some ground rules about Millennial marketing – like “avoid gimmicks and lengthy sales pitches” – this Millennial Marketing Showcase identifies some positive steps financial services brands are taking to reach this important audience.

Healthcare marketers are instrumental in understanding the relationship between Millennials and their needs. Once marketers understand this, they can effectively communicate how their plan offerings best answer to this generation’s health and financial needs. A viral piece from the Huffington Post details more about the misunderstanding of this audience.

Viral HuffPost content on Millennials’ finances has lots to teach financial services marketers.

In an effort to better serve our readers, we constantly review which articles are attracting the most attention. Of the dozens of topics of we covered in 2017, a few key trends emerged in healthcare marketing.

With Millennials expressing difficulty in navigating traditional health systems, how can providers and insurers connect with this important group of consumers? New approaches are needed and evidence suggests that telemedicine may be the right fit for this tech savvy, cost conscious generation.

Unlike previous generations, Millennials’ expectations and behaviors don’t necessarily align with having a primary care doctor or visiting a doctor’s office regularly. This is why healthcare payers and providers need to end the status quo and shake up the way healthcare is done to appeal to the growing market of Millennials.

These findings don’t suggest we should abandon digital channels when communicating with Millennials. However, in a crowded digital environment, direct mail may be a smart way to break through the clutter and reach this valuable demographic.

Millennials understand that branded content is still marketing, but if anything can bridge that trust gap, this readers-first, consumers-second approach from Chase and theSkimm stands a really good chance.