Look into any marketer's files and you're almost sure to find at least one, if not several, market segmentation reports. Those reports will be full of catchy names like "Info Seekers" or "Reluctant Networkers" that embody the distinct characteristics of that segment. These names mean something and are a constant reminder of the mindset of the segment-which is part of the reason this age-old tactic works. Generational insight is a lot like this. The name of a generation means something, an understanding of which can inherently help marketers.

Watching the Super Bowl last weekend, I thought the ad for the Chevy Sonic was attention-grabbing for many reasons. The song, the tagline, the stunts, the general vibe all screamed "Millennial." Chevy has made it no secret that it is determined to understand young drivers and make the cars they want to own.

As Millennials are set to be the next leaders of our nation (some already are, based on whom you speak to), it seems only fitting that we take a closer look at how Millennials are leading.

Marketers recognizing facts remember TV is Millennials' top medium for discovering what's cool and they are just as likely to be influenced by TV advertising throughout the buying process as Xers and Boomers. These marketers will also remember Millennials understand, expect and like behavioral targeting and accordingly respond to online advertising more than their elders.

Remember a few years back when every teen, tween, and college student seemed to be covered head to toe in brands? Ed Hardy hats and tees, massive Abercrombie logos, and Juicy Couture's signature gold lettering? We're not seeing that so much anymore.

In the beginning of the year, many of their approaches to connecting with Millennials were similar to the way some American tourists go to foreign countries and speak English to the locals, not understanding why they cannot communicate. However, as the year moved forward, so did their knowledge about Millennials.