• Mashable, Wednesday, January 4, 2012 9:30 AM

Here's five bullets for doing digital this year from blogger Jonathan Gardner, who runs communications at digital contextual ad firm Vibrant. Among his suggestions especially for marketers pitching Millennials, "who are dominating the digital space," are to "keep [consumers'] desires, hopes and aspirations central to your marketing and you’ll stay on top." He points out that Matt Briton, CEO of social media agency Mr. Youth, says brands must address five “need states:” utility, entertainment, information, rewards and recognition.

Gardner also argues that since last year consumers became more spending-conscious as opposed to simply price-conscious, "Now is the time to make the strongest possible case for your product’s value." Also this will be a big year for useful data, rather than just a lot of data. "Marketers can now look more closely at consumer behavior to get more mileage out of campaigns."

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