Tips To Use If Marketing To Generation Y
Generation Ys are those people aged between 17 and 28 years old, the children of the baby boomers. Comprising some 60 million, they are the biggest group to impact on the American scene since the baby boomers. While not quite the size of the baby boomer group, they are ready to grow considerably and to soon rival it in purchasing power.
Some three-quarters of Generation Y go online regularly, the familiarity with this media no doubt initiated through primary and secondary education that demanded online access as a prerequisite. The group's tendency to use this medium as its central communication method should encourage marketers to create ways and means to reach its users.
Generation Ys make contact via email, social networking and video, and they particularly like texting. Statistics show that large numbers of texts are sent by countless teenagers in any given month. Most Generation Ys have cell phones. Campaigns involving the sending of text messages, 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 Generation Ys.
Marketing to the children of the baby boomers will be difficult. Boomer brands were not successful in attempts to target the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming great enough to impact on a boomer brand more significantly, simply by not taking any notice of it. Competitive brands could also be launched to cause a greater upheaval. To achieve success in promoting to this group, then, you will need to learn what makes it tick.
Members of Generation Y have grown up in an even more technologically advanced medium than the baby boomers and react to advertising differently. In many instances they are resistant to the traditional marketing channels that appealed to older generations. The entrepreneurs that do manage to grab the attention of Generator Y consumers are finding them in places they are known to visit, for example, the Net, social networking centers, and cable TV.
When you think of the multitude of social networks online, just a few cater specifically for the Generation Y group. 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 network caters for a variety of Generation Y needs.
Older generations as well as marketers can learn a lot from these networks, to better understand who Generation Ys are and what they're made up of. They don't expect older generations to acknowledge everything about their lifestyle. They simply want understanding and respect.
To the online marketer, then, learn about the Generation Y motivators. Visit their social networks and get to know them through reading what they are writing about. Your experience there will give you some knowledge on how to advertise to the needs of Generation Y.
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