A report from comScore pointed to the dynamic nature of the Millennial generation as an important trait for marketers to recognize to succeed.

As older Millennials move into the workplace and younger ones grow into adolescence, the generation’s influence and appeal to marketers becomes more important. According to market research firm comScore, Millennials possess some defining characteristics that should shape content produced to appeal to them.

As part of its research, comScore found that these people, born between 1981 and 2000, expect on-demand entertainment and consistent engagement from the content they read. Social media marketing is an especially strong channel to research Millennials through, as marketers can use it to provide interesting content and offers that spark their interest. Consistently publishing new posts will keep them engaged and coming back to a website.

Additionally, comScore said that Millennials tend to be difficult to impress. Rather than overt promotional content, marketers can use engaging articles, social media and other channels to appeal to the generation. Creative, original forms of marketing are more likely to compel conversion from older Millennials and engage younger ones, according to comScore.

As such, the web is a crucial element of any marketing campaign for businesses looking to appeal to those currently between the ages of 11 and 31.

“Their comfort-level with the internet and technology in general makes the digital medium an ideal platform for reaching these individuals,” Bert Miklosi, comScore vice president, said in a release. “But as is typical with younger people when compared their older counterparts, Millennials are generally more difficult to persuade via advertising, amplifying the importance of creative and messaging optimization in driving worthwhile returns from an investment in advertising to this segment.”

Brafton recently highlighted a separate study on Millennials, conducted by Big Red Rooster, which found that content marketing plans aimed at this generation must consistently evolve along with the technology they use to access the web. Businesses with well-developed web presences are in a good position to target this audience, but their campaigns must continue to grow as new technologies, such as tablets and smartphones, become more prevalent.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.