Some peeps (and by some peeps I mean mostly the olds, obvs) like to say that Millennials are a generation that's been raised to believe that each and every one of them deserve a prize just for, well, being present. But who can blame them? Millennials' Gen X and Baby Boomer parents basically invented the parenting technique known as the Overprotective Helicopter Coddle, so it shouldn't be a surprise to older generations that some members of Gen Y have come to expect special recognition-even if it's sometimes unwarranted.

It's no secret that millennials are a huge consumer segment. Eighty million strong and growing, they make up 25% of the U.S. population and wield a direct buying power of more than $1 trillion. And during the holidays - a time when brands are fighting hand over omnichannel fist to claim their spot on Mom's shopping list - the smartest move is to follow the golden rule of marketing: Know thy audience.

We're always on the look out for digital marketing wins and mistakes, tools to update your mobile/social plans, and the things you should know to stay on top of marketing on specific platforms. Today, we're taking a step back, processing all we know about reaching young consumers online and on mobile, and giving you three overall rules you should follow to win digital marketing.

Sitting here on my red cotton Ikea couch, wearing Zara sweatpants, Forever 21 flannel, and a cozy H&M sweater, I am glancing around anxiously, worried they'll see me in all this cotton.