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Strategies When Advertising To The Generation Y
Generation Ys are those young people aged between 17 and 28 years old, the progeny of the baby boomers. Made up of some sixty million, 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 have as great an impact in buying power.
Some three-quarters of Generation Y go online regularly, the familiarity with this medium no doubt initiated through primary and secondary education that demanded Web access as a necessity. The group's tendency to use this medium as its central communication method should encourage marketers to devise ways and means to target its users.
Generation Ys connect via email, social networking and video, and they especially like to send each other texts. Statistics show that huge numbers of texts are sent by many teenagers in any given month. The majority of 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 sent by the Y Generation.
Marketing to the children of the baby boomers will be difficult. Boomer brands were not successful in trying to reach the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming vast enough to impact on a boomer brand more significantly, simply by ignoring it. Rival brands could also be launched to cause a more significant upheaval. To achieve success in advertising to this group, then, you will need to learn to think as it does.
Members of Generation Y have grown up in an even more technologically advanced medium than their parents and react to advertising differently. In numerous 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 locating them in places they are known to visit, for example, online, social networking centers, and cable TV.
When you think of the thousands of social networks online, just a few cater specifically for Generation Ys. 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.
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 yearn for understanding and respect.
To the online marketer, then, learn about the Generation Y motivators. 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 advertise to the needs of Generation Y.
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