With an election around the corner, the two presidential candidates – President Barack Obama and former Massachusetts Governor Mitt Romney – are going toe-to-toe in key battleground states. But, while the candidates may have always had an eye on the polls in these regions, they are now more recently turning their attention toward a particular generation that businesses know can be especially tricky to market toward – the Millennials.

In fact, this demographic may be the difference in numbers either candidate needs, so long as they can get them to vote.

According to a recent poll by Harvard's Institute of Politics (IOP), most young voters seem disinterested in the American political system and don't seem to favor either candidate, creating a marketing conundrum for both candidates. According to the Los Angeles Times, one 20-year-old architecture student described the choice in this election as "picking the lesser evil."

"As enthusiasm for voting continues to slip among America's 18-to-29-year-olds, the IOP's latest poll shows a clear sentiment by young adults that Washington is broken," Trey Grayson, director of the Harvard Institute of Politics, said in a press release. "We must work together to re-engage youth in the political process – a goal critical to the health and future our democracy."

Engaging the trickiest generation

Millennials are a tricky demographic to market toward. This is due in part to their increasing importance as a major consumer demographic but their stark contrast to the waning major consumer group – the Baby Boomers.

Without alienating one group, companies must often times find ways to appeal to the other. Millennials typically believe in individualism and technological innovation, while Boomers look more toward convenience with some aspect of tradition. This creates a paradox.

For the most part, companies may soon need to identify which of these population groups is their core customer base. After doing so, a marketing overhaul may be needed to effectively tap into the demographic. By partnering with experienced digital advertising agencies, companies can ensure that their small business internet marketing campaigns are adjusted accordingly.