In marketing to Millennials, many brands focus on some obvious megatrends. These can be good for business but can also make a brand just another part of the pack. Fortunately, for this incredibly diverse and enigmatic generation, tapping into counter-trends can be as powerful as surging megatrends, and lead to more distinctive and differentiating strategies.

In today's hyper-connected world, social circles have expanded into networks whose communities and influence span the globe, online and off. Word travels especially fast for Millennials, who on average spend more than three hours a day on social media. As such, influencers who drive conversations and engagement are increasingly important to brands because they play a significant role in consumers' purchase decisions. This is especially true for Millennials.

These days, when a brand announces their decision to target Millennials or teens, upping digital ad spending is usually a big part of their plan. But when we ask young consumers which type of advertising they usually ignore or avoid, 62% say online ads, like banner and video ads, and 68% say mobile in-app ads. In other words, online marketing-you're doing it wrong. It's not enough to be where they are. You have to be where they are, and match your message to their behavior.

This past winter was brutal. With cities like Boston buried under 108 inches of record-breaking snowfall and a couple cold snaps still to come, what better way to past the time then catching up on the latest season of your favorite TV show. And the timing couldn't be better.