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Tips To Use When Marketing To Generation Y
Generation Ys are those people aged between 17 and 28 years old, the progeny of the baby boomers. Comprising some 60 million, they are the largest group to influence the American scene since the baby boomers. While not quite as large as the baby boomer group, they are nevertheless on target to increase in size and to soon compete with it in buying power.
About three-quarters of Generation Ys use the Internet regularly, the familiarity with this media no doubt initiated through primary and secondary schooling that demanded Web access as a prerequisite. The group's tendency to use this medium as its main communication method should encourage marketers to create ways and means to target its members.
Y members connect via email, social networking and video, and they especially like to send texts. Statistics indicate large numbers of texts are sent by many teenagers in any given month. Nearly all Generation Ys have cell phones. Text message campaigns, therefore, are something for marketers to include in their marketing plan, particularly as it is estimated that 75% of all text messages are sent by the Y Generation.
Marketing to the children of the baby boomers will be difficult. Boomer brands failed in attempts to reach the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming large enough to affect a boomer brand more significantly, simply by not taking any notice of it. Competitive brands could also be launched to cause a bigger upheaval. To succeed in marketing to this group, then, you will need to learn to think as it does.
Generation Y consumers have grown up in an even more technologically advanced media than the baby boomers and react to advertising differently. In a lot of instances they are resistant to the traditional marketing channels that appealed to older generations. The marketers that do manage to grab the attention of Generator Y consumers are finding them in places they are known to visit, for example, the Internet, social networks, and cable TV.
When you consider the multitude of social networks online, just a few cater specifically for Generation Ys. Facebook and Twitter are very popular, although their popularity is associated with a number of groups. Others include: BrazenCareerist.com, 20somethings.ning.com, Unigo.com, myYearbook.com. Each of these networks caters for a variety of Generation Y needs.
Older generations as well as marketers can learn much from these networks, to better understand who Generation Ys are and what they're about. They don't expect older generations to know everything about their lifestyle. They simply yearn for understanding and respect.
To the online marketer, then, learn about the Generation Y motivators. Visit their social networks and acquaint yourself with them through reading what they are writing about. Your experience there will give you some knowledge on how to advertise to the Generation Y needs.
Tips To Use When Marketing To Generation Y
Generation Ys are on target to become larger than the baby boomer group and will soon compete with it in buying power. To succeed in marketing to this group you will need to learn to think as the group does.
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