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Strategies If Advertising To The Generation Y
Generation Ys are those young people aged between seventeen and twenty eight years old, the progeny of the baby boomers. Some sixty 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 nevertheless on target to increase in size and to soon rival it in purchasing power.
Some three-quarters of Generation Y go online regularly, the familiarity with this medium no doubt initiated through primary and secondary tutoring that demanded Web 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 target its users.
Generation Ys communicate via email, social networking and video, and they primarily like to send texts. Studies show that many texts are sent by many 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, especially as it is estimated that 75% of all text messages are transmitted by the Y Generation.
Marketing to the children of the baby boomers will not be easy. Boomer brands were not successful in attempting to reach 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 ignoring it. Rival brands could also be launched to create a bigger threat. To achieve success in advertising to this group, then, you will need to learn to think as it does.
Generation Ys have grown up in an even more technologically advanced medium than their parents and react to advertising in a different way. In a lot of 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 Internet, social networking centers, and cable TV.
When you think of the thousands of social networks online, just a few cater particularly for Generation Ys. 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 much 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 seek understanding and respect.
To the online marketer, then, learn about what motivates Generation Y. 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 market to the needs of Generation Y.
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