Strategies If Promoting To Generation Y
Generation Ys are those young people aged between seventeen and twenty eight years old, the baby boomer offspring. 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.
Around 75% of Generation Ys use the Internet on a regular basis, the familiarity with this media no doubt initiated through elementary and secondary tutoring that demanded Internet 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 make contact via email, social media and video, and they primarily 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 three-quarters of all text messages are transmitted by Generation Ys.
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. Rival brands could also be launched to create 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 respond to advertising in a different way. 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, only a few cater particularly 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 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 understand everything about their lifestyle. They simply want understanding and respect.
To the Internet marketer, then, learn about what motivates Generation Y. 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 Generation Y needs.
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