I came to the realization that while I have so many ways to contact my friends via the plethora of social networks and other evolving technologies, I am not necessarily connecting with them.

This young, formerly elusive media demographic is now aswarm with digital media choices and, clearly, relatively receptive to digital advertising messages. But don't turn your back on "old" media as part of your mix when targeting the younger demographic.

I was on the phone with Kara Buckner of Fallon this week, discussing how a major consumer-facing client of its is starting to redirect the bulk of its marketing efforts from Boomers to Gen Y. She and I (both X'ers) conspiratorially snickered at the realization that the generation that had boldly declared that it did not want to be anyone's target market had been suitably rewarded.

Recent controversy over Millennial-targeted television programming provides insights into the differences in the way American generations view the world.

The Obama effect is leading to a "sky's the limit" attitude and a mindset that is catalyzing these Millennials to see themselves as more than consumers, trendsetters, athletes and entertainers. They now see themselves as change makers, entrepreneurs and cultural creators.

For a brand to be successful in the tween market, it must understand three essentials needs of that consumer: aspiration, security, and acceptance. The combination of these three doesn't equal success 100% of the time, but these are all important elements.

There will be even more fragmentation and more channel promiscuity as technology evolves. All the research suggests this is happening. We know Millennials are more likely to watch television with laptop and cell phone in hand than are their parents but, like sociologists studying sexual promiscuity, it's directional.

After presenting the results of our latest report on technology and media at the Higher Ed Tech Summit at this year's Consumer Electronics Show, I spent the bulk of the plane ride back from sunny Las Vegas to snowy New York contemplating the changes that have occurred since the last time we measured these same topics just 12 months ago.

As marketers look for new opportunities to grow their businesses among the 70 million or so Millennials, they might want to start by looking at their Boomer parents' behaviors. As we know, Millennials are a group that doesn't reject their parents or their tastes, and they seem to trade purchasing cues back and forth.