Strategies When Selling To The Generation Y
Generation Ys are those people aged between 17 and 28 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 nonetheless ready to multiply and to soon rival it in buying power.
About three-quarters of Generation Ys use the Internet regularly, the familiarity with this medium no doubt initiated through primary and secondary education that demanded Internet access as a prerequisite. The group's tendency to use this medium as its chief communication method should encourage marketers to create ways and means to reach its members.
Y members communicate via email, social networking and video, and they especially like texting. Statistics indicate large numbers of texts are sent by countless teenagers in any given month. Almost all Generation Ys have cell phones. Text message campaigns, therefore, are something for marketers to include in their marketing plan, especially 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 failed in attempts to target the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming big enough to affect a boomer brand more significantly, simply by ignoring it. Competitive brands could also be launched to cause a greater upheaval. To succeed in marketing to this group, then, you will need to learn what makes it tick.
Generation Ys have grown up in an even more technologically advanced media than their parents and react to advertising differently. In many 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 Web, social networks, and cable TV.
When you consider the thousands 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 of these networks 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 about. They don't expect older generations to know everything about their lifestyle. They simply seek 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 Generation Y needs.
Strategies When Selling To The 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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