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Strategies If Promoting To The Generation Y Group
Generation Ys are those people aged between 17 and 28 years old, the children of the baby boomers. At 60 million strong, they are the biggest group to impact on the American scene since the baby boomers. While not quite as big as the baby boomer group, they are nonetheless ready to multiply and to soon rival it in buying power.
Some three-quarters of Generation Y go online regularly, the familiarity with this media no doubt initiated through primary and secondary schooling that demanded online access as a requirement. The group's tendency to use this medium as its central communication method should encourage marketers to establish ways and means to reach its members.
Members of the Y Generation connect via email, social networking and video, and they especially like texting. Studies show that many texts are sent by countless teenagers in any given month. Almost all 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 not be easy. Boomer brands were not successful in attempting to target the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming big enough to have an effect on a boomer brand more significantly, simply by not taking any notice of it. Competitive brands could also be launched to cause a greater threat. To achieve success in advertising to this group, then, you will need to learn what makes it tick.
Generation Ys have grown up in an even more technologically advanced medium than the baby boomers and react to advertising differently. In many cases 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 locating them in places they are known to visit, for example, the Web, social networks, 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, even though 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.
Previous generations as well as marketers can learn a lot from these networks, to better understand who Generation Ys are and what they're about. They don't expect older generations to acknowledge 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 get to know them through reading what they are writing about. Your experience there will give you some knowledge on how to market to the needs of Generation Y.
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